Soft power, a concept coined by political scientist Joseph Nye, refers to the subtle capacity to influence and inspire through attraction rather than coercion or formal authority. First Ladies worldwide have long been exemplars of this form of influence, and Philippine First Lady Marie Louise “Liza” Araneta Marcos demonstrates its nuanced application in a complex and evolving socio-political landscape
Liza Marcos’s soft power draws from her distinct blend of legal expertise, cultural stewardship, and educational dedication. As a law professor teaching criminal law at West Visayas State University and a member of the Philippine Constitutional Association, she projects an image of intellectual rigor and civic responsibility. Her continuous engagement in academia—not merely a ceremonial role—adds a layer of substance to her influence, cultivating future leaders and reinforcing the importance of legal literacy in Philippine society.
Yet soft power is not simply about prestige or well-meaning advocacy—it requires authenticity and a genuine connection with the people’s values and aspirations. Liza’s championing of inabel weaving and cultural preservation in Ilocos Norte underscores this. By promoting indigenous crafts and establishing museums, she anchors her soft power in cultural pride, heritage tourism, and economic sustainability for local communities. This fosters grassroots empowerment rather than top-down imposition, a crucial distinction in the effectiveness of soft power.
However, exercising soft power also entails navigating complexities. The Philippine political context is deeply polarized, and the Marcos family’s history invokes both admiration and controversy. Soft power here must work not only to inspire but to heal divisions—a delicate, ongoing process. Liza’s quiet diplomacy in showcasing Filipino heritage to foreign dignitaries and cultural forums acts as a bridge-building tool, both internationally and domestically.
Moreover, her engagement in social issues—for instance, her nuanced support for LGBTQ+ rights—reflects how soft power can subtly advance progressive social change even within conservative settings. Such advocacy operates within cultural sensitivities, making the First Lady a potential agent for gradual but meaningful evolution in social norms.
Environmental initiatives like the Pasig River rehabilitation further illustrate how soft power intertwines with sustainable development. This project symbolizes renewal—not just ecological but cultural and communal—reaffirming the Philippine identity linked to its natural environment. It exemplifies soft power’s potential to inspire hope and collective action on multiple fronts.
Yet the impact of soft power also depends on how it is perceived and embraced by society. Critics might view First Lady initiatives as ancillary or symbolic, questioning their tangible effects on governance or social equity. The challenge for Liza Marcos—and any bearer of soft power—is to translate cultural advocacy and education into palpable social benefits while maintaining legitimacy across diverse publics.
In sum, Marie Louise Araneta Marcos’s soft power is multifaceted: an intertwining of intellectual influence, cultural advocacy, social progressivism, and diplomatic grace. It reflects both the promise and complexity of wielding influence in a polarized polity. Her tenure as First Lady reveals soft power not merely as ornamentation but as a vital, evolving force shaping Filipino identity and nationhood in subtle yet profound ways.
