The Familiarity–Action Gap: Trust, Youth Contact, and the Limits of U.S. Soft Power in Tajikistan

Abstract

This article examines how different mechanisms of U.S. soft power, particularly direct interpersonal contact and media exposure, shape Afghan and Tajik youths’ perceptions, trust, and intended engagement with the United States and international organizations. Using the first pilot survey collected from Afghan and Tajik youth residing in Tajikistan, the study quantitatively maps the relationships among youths’ perceptions, trust, and immediate and future actions. The findings indicate that trust is more strongly associated with intended future action than favorability alone, and that perception and trust are not significantly correlated. Direct interpersonal contact is more consistently linked to higher-commitment behavioral intentions than media exposure, which is more closely associated with familiarity and affective responses. These findings suggest the presence of a “Familiarity–Action Gap,” in which positive perceptions do not necessarily translate into active engagement. The objectives of this study are: (1) to examine how direct contact and media exposure relate to youth perceptions and trust, and (2) to test associations between perceptions, trust, and intended future actions. The study highlights the importance of trust-building mechanisms in contested soft power environments and suggests that interpersonal contact may play a critical role in translating favorable perceptions into supportive, proactive future actions.