America's soft power plummets: a trump legacy?
The world isn’t just watching; it’s quietly reassessing America’s place in it. During a Sunday morning in 2003, a front-page headline in a South African newspaper – “Why Bush is Worse Than Bin Laden” – offered a jarring glimpse into a trend that's now accelerating: a global decline in American favorability, a significant erosion of what we call ‘soft power.’
A familiar cycle, deepened by division
Historically, American appeal has ebbed and flowed with wars and presidential shifts. The Iraq War, beginning in 2003, saw American approval plummet. Obama’s election brought a surge, a honeymoon period fueled by a yearning for change. But today, the situation feels different. It’s not merely a reaction to a policy or a leader; it’s a deeper questioning of America's role and character.
The rise of the ‘immoral american’
During my time as Under Secretary of State for Public Diplomacy, I understood the power of cultural exchange, the resonance of Beyoncé over bureaucracy. Now, the image isn’t just the 'Ugly American' – clumsy, naive, well-meaning – but the 'Immoral American,' a figure perceived as predatory, transactional, and lacking in ethical constraints. This shift, largely attributable to the Trump era, represents a profound and potentially lasting damage to America's global image.
The numbers paint a stark picture. Support for the Iran war is hovering around 20% in many European nations. A recent poll revealed that one in five Europeans now views the US—not Iran—as the primary threat to global peace. These aren't mere statistics; they represent a fundamental shift in perception.
The unilateralist approach: alienating allies
The Trump administration’s penchant for unilateral action, withdrawing from international agreements, and dismissing traditional allies has only amplified this negative perception. Dismissing allies, engaging in abrasive rhetoric—like the recent exchange with Japan's prime minister referencing Pearl Harbor—and embracing an ‘America first’ policy that often translates to ‘America alone’ has created a vacuum of trust. Even allies who once eagerly sought American leadership are now questioning the reliability of the US.
Beyond diplomacy: a cultural crisis
It's not just about policy. The erosion of democratic norms at home—the partisan divisions, the attacks on the press, the January 6th insurrection—undermines America’s credibility as a champion of freedom and the rule of law. How can we credibly preach democracy abroad when our own house is so divided?
The irony is palpable. While countries like India, Turkey, and China remain receptive to a transactional, less judgmental America, the broader world is grappling with a sense of disillusionment. The deliberate dismantling of institutions like Voice of America, coupled with visa restrictions and a decline in international student enrollment, further isolates the US.
A long shadow
The legacy of the Trump years extends far beyond the immediate political landscape. The damage to American soft power may take decades to repair. It’s a slow-motion unraveling of decades of diplomatic effort, a consequence of prioritizing short-term gains over long-term relationships. The world isn’t simply observing; it's preparing for a future where America’s influence, once a global constant, is increasingly uncertain.