US Soft Power and Value Transfer Modalities

Abstract The article underscores the conceptual nexus of diaspora and soft power. It analyses US soft power, its main operating mechanisms and tools, and the role of diaspora groups in the transfer of American values, using Armenia and the Armenian-American diaspora community as a case study. The paper argues that ethnic diaspora groups are increasingly important actors of soft power. Along with protecting and promoting the national interests of their country of origin, ethnic diaspora groups play a unique role in promoting the host country’s soft power by establishing links and enhancing mutual understanding between both societies and states and providing the transfer and network for the host country’s values and ideals abroad. The article highlights the role of the Armenian diaspora political parties, the Armenian-American sociopolitical and lobbying organisations, and the activities of prominent Armenian Americans and their charitable foundations in the spread of American values and ideals, and the advancement of American soft power in Armenia.