The September 2013 issue of the Institute of Directors Magazine Director features a nice piece by Marona Gask on soft power. As you will see, they put it into the context of feminisation.

I think that hosting has a feminine aspect to it – as well as a masculine one. What do you think?

The article is at http://www.director.co.uk/MAGAZINE/2013/08_September/Future%20is%20soft_67_01.html. Discussion on the Host Leadership community website at http://hostleadership.ning.com/forum/topics/director-magazine-article-on-soft-power.