‘To persuade without convincing’: Rousseau’s doctrine of soft power?

This article compares Rousseau’s understanding of gentle means to obtain consent with the modern concept of soft power. Examining the phrase ‘to persuade without convincing’, it explores the nature and purpose of the power Rousseau attaches to his Great Legislator whose enigmatic qualities have been correlated with both democratic and authoritarian tendencies. It explores the power of character, religion, and women—to which Rousseau refers in various contexts in his writings—suggests resemblance with the authority Rousseau assigns to the Legislator, and deems its application as Rousseau’s brand of soft power. Yet while there are surface-level parallels, Rousseau’s thought departs significantly from the prevailing connotations of this concept, particularly in terms of its undisclosed goals. Joseph Nye, who adopted the term soft power and identified the conception, recommends soft power as an outward-directed means that utilises culture, values, and ideology to secure dominance under the notion of influence. For Rousseau, it is a defensive, inward-directed instrument that aims to enable the Legislator to carry out his task of fostering and enhancing a people’s authenticity and autonomy without resorting to force.