After years of assailing our ears with notions of “win-win” situations President Ma Ying-jeou (馬英九) has now latched onto a new term that, unfortunately for us, he now seems intent on milking dry: “soft power.”
No sooner had US political scientist Joseph Nye, the person who coined the overused and oft misused term, left after a quick visit earlier this month than Ma was borrowing it to describe his policies over the past two-and-a-half years. All of a sudden, Ma’s body of work appeared to blossom into a monument to so-called soft power, which, if we looked closely enough, was a euphemism for everything the administration of his predecessor, former president Chen Shui-bian (陳水扁), supposedly was not.