Ranch Dressing and American Soft Power: The Unseen Diplomacy of Everyday Encounters
This Fortune opinion piece argues that American influence is often built through spontaneous, unfiltered encounters with U.S. institutions and culture, as seen during the World Cup when foreign tourists became obsessed with ranch dressing, Waffle House, and other everyday American experiences. The author contends that these soft-power assets are more persuasive than formal treaties, yet U.S. diplomacy remains overly reliant on traditional multilateral institutions. Citing a Pew survey showing only 37% favorable views of the U.S. in 36 countries, the article advocates for treating private and civic institutions—businesses, universities, sports leagues—as full partners in diplomacy. It highlights the State Department's exchange programs and the BUILD Act's creation of the Development Finance Corporation as successful models. The piece concludes by urging Washington to modernize outdated regulations to facilitate more private-sector engagement abroad, arguing that diplomatic success should be measured not just by treaties but by the goodwill built through cultural and commercial interactions.
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Ranch Dressing and American Soft Power: The Unseen Diplomacy of Everyday Encounters
This Fortune opinion piece argues that American influence is often built through spontaneous, unfiltered encounters with U.S. institutions and culture, as seen during the World Cup when foreign tourists became obsessed with ranch dressing, Waffle House, and other everyday American experiences. The author contends that these soft-power assets are more persuasive than formal treaties, yet U.S. diplomacy remains overly reliant on traditional multilateral institutions. Citing a Pew survey showing only 37% favorable views of the U.S. in 36 countries, the article advocates for treating private and civic institutions—businesses, universities, sports leagues—as full partners in diplomacy. It highlights the State Department's exchange programs and the BUILD Act's creation of the Development Finance Corporation as successful models. The piece concludes by urging Washington to modernize outdated regulations to facilitate more private-sector engagement abroad, arguing that diplomatic success should be measured not just by treaties but by the goodwill built through cultural and commercial interactions.