“In today’s world, America’s soft power

is commonly thought to reside in the global popularity of Hollywood movies,

Coca-Cola, McDonald’s, and Starbucks.”

–Ahmed Zewail

Since the end of the Cold War, the global political landscape has aligned itself as a unipolar structure; with USA residing at the top. Assisted by the globalisation paradigm, the US was able to export its values and structural blueprints eastwards. The enhancement and exercise of soft power had great benefits for the US; but the question arises - does US reserve the same status in contemporary times?

A string of failed imperial policies have led to unmanageable conditions in the Middle East. There is growing criticism regarding US influence on international institutions. Such allegations have definitely chipped away some of the power that they had acquired over the years. There is growing rancour against US policies, especially in the developing world.

Are we moving towards a new world order? Has global polarity shifted again? Is there a vacuum of soft power in our region? If yes, where does Pakistan lie in this newfound landscape?