The US uses ‘human rights’ primarily as a means to put pressure on allies. In each allied state there are institutions and individuals that are aligned with US interests. They use US material on ‘human rights’ to pressure their colleagues into taking actions the US wants.
Among US allies right now, it is US-funded think tanks, US-aligned media, US-aligned elected officials, and the military and intelligence services (who have a formal relationship with the US) using ’human rights’ discourse to coerce their colleagues into an anti-China position.
This is why ‘human rights’ enforcement is highly selective - i.e., only pursued where it aligns with US geopolitical interests and ignored or covered up otherwise. It’s primarily a way to put pressure on allies by publicly humiliating them. It wouldn’t work if it was consistent.
The ’human rights’ grift is also dependent on the existence of the US influence network in allied countries. It works by having US-aligned entities within allied countries use the material to coerce their colleagues. In countries with less US influence, there’s no traction.
You can track all of this quite easily just by looking at who’s involved. It’s the same politicians, journalists, academics, think tanks, etc, carrying water for the US in every case. They show little consistency other than taking Washington DC’s position on everything.
This isn’t to say everyone involved in ‘human rights’ discourse is insincere. Most of the people working in NGOs are sincere but at the mercy of funding (lots of money to study the wrongdoings of US enemies, none to study allies). But their work is used cynically.
That said, there comes a point when people should be held accountable for their naivety and the fact is that the US-centered ‘human rights’ industry serves a system of sanctions, coercion, and war worse than any of the supposed wrongdoing it ‘highlights’ and anyone can see this.
The system does little to effectively stop crimes against humanity (particularly because sanctions, intervention, etc, typically make these problems worse) but it does a lot to help the US stop allies from closing deals it doesn’t like for old fashioned geopolitical reasons.
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If you look at the US 'empire' as a network of institutions, you can understand 'democratization' and 'state-building' through this lens. The goal is to create a political environment where US-affiliated institutions can gain entry and then to ensure that they set the agenda.
Liberal democracy requires a set of private institutions to function. These present themselves as 'independent' but actually form a network centered on a handful of unaccountable elites. The US seeks to 'spread democracy' because this is the ideal for spreading US influence.
Under liberal democracy, the goal is to create a 'vibrant civil society', which is just to gain entry for and establish the dominance of institutions that will represent US interests. These are either directly owned and controlled by the US or by US-friendly local elites.
People talk about global 'influence' like its something magical, but if a country has economic power, politicians in smaller countries are going to take its side, and those people are going to rely on talking points it supplies. This is what America has, nothing else.
America's global influence works kind of like a sales organization. It has representatives all over the world, in both the public and private sector. They try to push whatever America is selling. The US media, think tanks, etc, supply the arguments or scripts they use.
The US has largely enjoyed a uncontested territory of influence since the fall of the USSR. America peddlers dominate global politics. But we already see the signs that this is changing, increasingly they're becoming more desperate and turning to more underhanded practices.
There’s essentially three categories of ‘moral code’ in modern society and each is adopted based on the adherent’s relationship to the legal system. The dominant one is essentially a set of heuristics for staying out of trouble if you’re middle-class: don’t lie, cheat, steal.
If your relationship to the legal system is dominated by being policed or experiencing the court system ‘from below’, for whatever reason, then the moral code is a set of heuristics for staying out of trouble given those circumstances: most importantly, ‘don’t snitch’.
If you’re rich and have good access to the legal system, then you don’t really need a ‘moral code’ as such, you just consult a lawyer directly. You can afford to conform to the ‘word of the law’ rather than rely on heuristics.
'Soft power' is more a matter of personnel than skill. America's 'soft power' comes from the presence of its apologists in other countries, who repeat its message, attack its enemies, etc. This has two important consequences: (1) it's adversarial; (2) it can decline rapidly.
'Soft power' is adversarial because it's about getting your view of events heard over others, but if your position becomes increasingly practically untenable (as your power declines), then your advocates increasingly just become loudmouthed liabilities.
This is why 'soft power' can decline rapidly: as other forms of (relative) power decline, your advocates around the world become liabilities to their hosts rather than assets. All that has to happen then, for a widespread collapse, is for those countries to switch personnel.
I've been saying for a long time that censorship will get stronger as US relative power declines, since the West has less overt censorship solely because it is hegemonic, and that has obviously been happening. But Western propaganda is also getting cruder for the same reason.
Since it's getting easier for other countries to tell their own stories, both because of declining US relative power and lower costs of entry, it's no longer possible for the US and allies to rely on being the world's de facto source of truth. The result is cruder narratives.
Given these dynamics, the obvious play for countries like China and Russia is to push the message that the US and its allies aren't exceptional. They aren't especially free or trustworthy. They're just regular countries. This is now difficult to counter without proving the point.
Under capitalism, society is organized into what you might call ‘consumption brigades’. These are various organized hobbies, fandoms, lifestyles, etc, that people can subscribe to. Membership of one often predicts likelihood of membership of another, forming clusters.
Consumption is highly organized under capitalism, usually at the ‘industry’ level (e.g., video games) but sometimes individual enterprises operate their own ‘consumption brigades’ (Apple, Disney-Marvel, etc). Products are often updated annually or released according to schedule.
Much attention is given to advertising, but the real work is done in the magazines, websites, YouTube channels, etc, that serve each consumption brigade. The ‘informed‘ consumer regularly gorges himself on such materials in order to know what purchases he should be making.