Dynamics of Power

If there is clear evidence indicating a conflict of interest, analyzing the dynamics of power can be beneficial. Studies on power differentiate between three types of power. Hard power entails one party coercing another, whereas soft power influences preferences through attraction and persuasion. In our earlier situation, the company may exert influence over research in multiple ways, ranging from controlling the study design through financial pressure (hard power) to fostering relationships and shaping a sense of common purpose (soft power). The third type, smart power, refers to a strategic blend of both soft and hard power. One method to identify subtle power dynamics is to examine the communication between two entities. For instance, a study revealed that Coca-Cola employed soft power to influence research they financed related to childhood obesity – the researchers “consistently sought to ensure the funders were satisfied and sought their guidance on choices of study design, framing and public presentation of study findings.”