Global soft power in the 21st century: a two-decade global perspective

This study provides a comprehensive bibliometric analysis of global soft power research over the last two decades (2004–2024) by examining its evolution, dominant themes, and geopolitical dimensions. Drawing on 2224 documents retrieved from the Web of Science (WoS) Core Collection, the analysis reveals a robust annual growth rate of 13.97% in soft power scholarship. The thematic evolution highlights significant shifts in the research focus, moving from foundational concepts like cultural diplomacy and civil society to emerging trends such as strategic competition between the United States and China, Global South perspectives, and sports diplomacy. Keyword co-occurrence analysis identified soft power, China, public diplomacy, and cultural diplomacy as central themes, with increasing interdisciplinary engagement across communication studies, international relations, and cultural policies. The United States and the United Kingdom dominate global citations, whereas China leads in total academic output, indicating a shift in research priorities and redistribution of intellectual influence. Joseph S. Nye, Jr.’s seminal works remain the most cited globally and locally, underscoring his foundational role in the soft power framework. This study highlights key gaps, emerging priorities, and global collaboration patterns, offering a roadmap for future research to explore the utility of soft power in addressing the evolving dynamics of global influence and strategic rivalry.