{"id":5430,"date":"2022-05-20T04:39:45","date_gmt":"2022-05-20T04:39:45","guid":{"rendered":"https:\/\/markscogan.com\/?p=5430"},"modified":"2022-05-25T23:51:41","modified_gmt":"2022-05-25T23:51:41","slug":"the-hard-side-of-thailands-supposed-soft-power-success","status":"publish","type":"post","link":"https:\/\/markscogan.com\/index.php\/2022\/05\/20\/the-hard-side-of-thailands-supposed-soft-power-success\/","title":{"rendered":"The hard side of Thailand\u2019s supposed soft power success"},"content":{"rendered":"\n
\"\"
Rappers from anti-establishment hip hop group Rap Against Dictatorship perform on stage during a pro-democracy rally at Thammasat University in Pathum Thani, north of Bangkok, on August 10, 2020. Photo Credit by Lillian Suwanrumpha \/ AFP.<\/figcaption><\/figure>\n\n\n\n

T<\/strong><\/mark>hailand\u2019s soft power potential has hit recent headlines. After Thai rapper Danupha Khanatheerakul, also known as \u201cMilli,\u201d ate a portion of mango sticky rice while performing at California\u2019s Coachella festival in April, the popularity of the traditional Thai dessert soared.\u00a0Thailand has cultivated a useful mass of soft power \u2013\u00a0 the ability to exert influence through attraction or persuasion instead of coercion \u2013\u00a0 through its local traditions, culture and reputation for hospitality. However, according to the 2022\u00a0Global Soft Power Index<\/a>, measured by seven supporting pillars including trade, governance, international relations, culture, media, communications, education, and values, the Kingdom dropped to 35th of out 120 countries surveyed, a fall of two places from 2021.\u00a0<\/p>\n\n\n\n

One aspect of the Index\u2019s methodology is governance, where leadership, political stability, low levels of corruption and respect for human rights and the rule of law are key indicators. Here, Thailand performs terribly. The country\u2019s cultivation of soft power is contrasted with other less desirable characteristics, which undermine its ability to utilise and maximise soft power gains. <\/p>\n\n\n\n

The power of Thailand\u2019s military-backed government to swoop in and crack down on any perceived threat has repressed a fertile environment for music and creativity to flourish. For every Milli that makes their way to Coachella, there are artists such as Rap Against Dictatorship<\/a>, a group which caught the government\u2019s attention when one of its songs,  \u2018prathet ku mi\u2019 <\/em> (\u201cMy country has\u201d) reached 20 million views after just a few weeks. Their song \u201cReform\u201d was later banned from viewing<\/a> on YouTube by the Thai government after a legal complaint. <\/p>\n\n\n

\n
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As featured in the Southeast Asia Globe<\/a><\/strong>.<\/figcaption><\/figure>\n<\/div>\n\n\n

Dechathorn, from the same rap group, was recently warned by Apple that his smartphones could be targeted by state-sponsored hackers. At the centre of the scandal was Israeli spyware maker NSO Group, whose Pegasus software enabled itto target iPhones. <\/p>\n\n\n\n

Creativity, an essential ingredient in this variety of soft power, requires an enabling environment. Thailand\u2019s repressive government makes individual successes like Milli\u2019s feel like more of an anomaly than a normal occurrence. <\/p>\n\n\n

\n
\"\"
Thai rapper Dechatorn \u0093Hockhacker\u0094 Bamrungmuang (C) stands with fellow rappers from the group Rap Against Dictatorship after being released on bail outside the Criminal Court in Bangkok on August 20, 2020. Photo Credit: Lillian Suwanrumpha \/ AFP.<\/figcaption><\/figure>\n<\/div>\n\n\n

A leader like Thai Prime Minister Prayut Chan-o-cha, who mocks the free press<\/a>, and threatens protesters<\/a> with \u201call laws and all articles\u201d including l\u00e8se majest\u00e9<\/em>, an offence covering insult to the monarch or monarchy, is not one who can effectively elevate Thailand\u2019s soft power. The Kingdom\u2019s indifference to human rights is fast becoming common knowledge worldwide, in a situation similar to China\u2019s where vast cultural soft power is considerably diminished by headline-dominating stories of state repression of Uyghur Muslims in Xinjiang, an authoritarian crackdown in Hong Kong and the lingering threat of an invasion of Taiwan.<\/p>\n\n\n

\n
\"\"
Thai Prime Minister Prayut Chan-o-cha participates in the US-ASEAN Special Summit at the US State Department in Washington, DC, on May 13, 2022. Photo Credit: Brendan Smialowski \/ AFP.<\/figcaption><\/figure>\n<\/div>\n\n\n

Thailand has to coordinate its soft power approaches. Attitudes, consumer behaviour, and social norms are far more complicated matters than hard power strategies. Hard power is the ability to persuade others by coercion, through either economic, political or military means. Soft power is a more nuanced process than  calculating a cost-benefit analysis, devising a strategy, then a matter of implementation. People are complex and react to messaging differently. And, as shown by China, hard power approaches and soft power implementation often collide. <\/p>\n\n\n\n

Tokyo was previously associated with imperialism and occupation, as well as a business culture that was regarded as exploitative. The National Student Centre of Thailand called Japan the \u201conly country in the world which is labelled by almost every other country as an economic animal which loves to invade the economies of other countries\u201d in 1972.  Despite political turmoil in Thailand, Japan spent decades restoring its image through soft power means, and now continues to enjoy repeat visitors<\/a> from the Kingdom. <\/p>\n\n\n\n

In contrast, Thailand\u2019s soft power gains are tempered by decades of political instability and a less than stellar international reputation. <\/p>\n\n\n\n

Thailand should regard soft power as a long-term strategy rather than a piecemeal approach based on current trends and fads. It is unlikely that Milli\u2019s mango sticky rice temptation will bolster Thai soft power in the near term. Government plans have been sparse or detached. As creative industries are a growing part of Thailand\u2019s economic development, the government established the Creative Economy Agency<\/a> (CEA) in 2012. However, while stimulating more than 15 sectors of the economy including fashion, the CEA has yet to tie any of them to a cohesive national soft power strategy on par with that of South Korea, or India. <\/p>\n\n\n\n

Thailand\u2019s soft power reach need not be global. An established Thai soft power persona could establish Bangkok as a creative regional hub for television and streaming content, art, music, theatre and more. However, Thailand has yet to learn that creative freedom must also come with intellectual and political freedoms. Prayut has used soft power opportunities to promote Thai nationalism, which can be as corrosive as it can be historically intriguing. His recent promotion<\/a> of the Rattanakosin Era is also controversial as it also glorifies a period of absolute monarchy. The period was also punctuated by wars with the Burmese and Lao kingdoms, a favourite topic among Thai right-wing nationalists. <\/p>\n\n\n\n

For Thai soft power to coalesce into something greater, it requires patience, time, and a coordinated approach, driven by individuals and private enterprise, and supported by government resources. It\u2019s unclear whether Prayut and the current government have the temperament to nurture soft power without undermining it for political reasons or hard power pursuits. In the meantime, shops experiencing an uptick in mango sticky rice sales should count their blessings while they last.<\/p>\n","protected":false},"excerpt":{"rendered":"

Thailand\u2019s soft power potential has hit recent headlines. After Thai rapper Danupha Khanatheerakul, also known as \u201cMilli,\u201d ate a portion of mango sticky rice while performing at California\u2019s Coachella festival in April, the popularity of the traditional Thai dessert soared.\u00a0Thailand has cultivated a useful mass of soft power\u2013the ability to exert influence through attraction or persuasion instead of coercion\u2013through its local traditions, culture and reputation for hospitality. Thailand has cultivated a useful mass of soft power \u2013 the ability to exert influence through attraction or persuasion instead of coercion \u2013  through its local traditions, culture and reputation for hospitality. However, according to the 2022 Global Soft Power Index, measured by seven supporting pillars including trade, governance, international relations, culture, media, communications, education, and values, the Kingdom dropped to 35th of out 120 countries surveyed, a fall of two places from 2021.<\/p>\n","protected":false},"author":1,"featured_media":5440,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88,19,98,17],"tags":[39,356,355,354,21],"class_list":["post-5430","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-china","category-japan","category-southeast-asia","category-thailand","tag-china","tag-hard-power","tag-rap-against-dictatorship","tag-soft-power","tag-thailand"],"yoast_head":"\nThe hard side of Thailand\u2019s supposed soft power success – Mark S. 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