The news that the BBC World Service will run out of funds in a matter of weeks — unless there is a charge of heart in the corridors of power that leads to a new deal to secure it — the future of the service as we know it is in serious doubt, and regrettably so. In this ruptured world, there is a tendency to think of acquiring influence mainly through hard power, such as military interventions, coercive diplomacy or economic sanctions designed to force, rather than persuade, states or other international actors to change their behavior.