Mauricio Percara
In the last decade, we have witnessed the emergence of a new form of digital soft power, driven by social media and meme culture. Platforms such as TikTok have evolved from mere entertainment hubs into powerful tools of political influence and transnational activism. From viral videos documenting wars in real time to global youth-led solidarity campaigns, the international stage is increasingly shaped by content produced and disseminated in a decentralized, digital environment. Across the Global South and among younger generations worldwide, TikTok and memes have become cultural weapons used to challenge official narratives, mobilize global support, and amplify transnational dissent. This article explores how TikTok and meme-driven culture function as instruments of soft power—that is, the ability to influence through attraction and persuasion rather than coercion—in today’s social and political contexts. It presents an updated conceptual framework of soft power in the digital era, drawing on recent academic sources (2023–2025) that address both its transformation and its emerging dilemmas. Through three key case studies—the war in Ukraine, global pro-Palestine mobilization, and the pan-Asian digital alliance known as the Milk Tea Alliance—we examine how viral videos and memetic content are shaping international conflict narratives and social movements. Finally, we engage in a critical discussion of the opportunities, risks, and ethical challenges posed by this decentralized form of soft power. In a world where ordinary users can shape global perceptions as much as—if not more than—traditional state actors, the dynamics of influence, legitimacy, and information flow are being fundamentally redefined.
Conceptual Framework: Soft Power in the Digital Age
The concept of soft power was first introduced by Joseph Nye in the late 1980s, defined as “the ability to influence the behavior of others to get the outcomes one wants through attraction rather than coercion or payment” (Nye, 2004). Traditionally, a state’s soft power stemmed from its culture, political values, and foreign policy, and was exercised through public diplomacy, educational exchange, international aid, and global media. For decades, states sought to “win hearts and minds” abroad by showcasing the most attractive aspects of their identity—Hollywood films, French cuisine, Japanese anime—all became instruments of cultural influence with geopolitical implications.
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