3. When Soft Power Matters Not: The Priam Syndrome

This chapter delves into the intricate dynamics of authoritarianism and soft power, introducing the 'Priam Syndrome' as a model to understand the rise of authoritarian leaders who prioritize domestic and regional soft power over global reputation. Drawing inspiration from Greek mythology, the chapter recasts the strategic implications of the Priam myth to understand contemporary authoritarianism. It argues that authoritarian leaders, like Priam, risk long-term consequences by dismissing valid warnings and silencing dissent. The chapter identifies six variables contributing to the Priam Syndrome: attributive erasure, discursive silencing, discursive disconnect, Satellite Priams, leader-follower dynamics, and vested stakeholder interests. It explores the implications of Priamization for allies and adversaries, highlighting the potential for soft power loss and diplomatic crises. The chapter concludes by discussing the contemporary significance of these phenomena and their implications for global soft power dynamics. This interdisciplinary approach offers a unique perspective on the rise of authoritarianism in traditional democracies and its consequences for international relations.