Even our soft power is not as uncontested as we may like to think. The global marketplace of ideas, fertilized by the Internet, ensures that different countries and cultures illuminate their own paths, affirm their own traditions and provide competing visions of the world to come. Yet, no new grand "-ism" is taking shape and no one country is becoming the new paragon.

China's mixed human rights record is not just bad for its citizens. It is a strategic weakness that complicates its foreign relations and diminishes its soft power. The state's harsh treatment of individuals and minorities regularly disrupts its bilateral relationships.

In China, this media push is known as "soft power." While many believe editorial restrictions will prevent Chinese media from competing on a world stage, it already reaches a wide audience. Over 2.5 million copies of China Daily's advertising supplement have been distributed in The Washington Post, The New York Times, and the U.K. Daily Telegraph.

Irish students will be able to take Chinese as a Leaving Certificate exam subject, a key step in efforts to boost Ireland’s marketability in the world’s fastest growing major economy...There is a growing awareness elsewhere in Europe that learning Chinese will give students an edge in the job market of the future.

MU’s branch of the Confucius Institute has signed a one-year deal with the North Callaway School district in Kingdom city, Missouri to introduce Kindergarten through 8th grade students to Chinese culture and language.

For a Chinese government that seems bent on investing in soft power, these last few months have offered clear reminders that soft power cannot be bought. It must be earned.

Buoyed by its massive foreign exchange reserve, China has spent billions of dollars to boost its soft power. Direct Chinese television broadcasts and Confucius Institutes around the world are aimed at winning the world’s respect. But a series of political scandals showing a total lack of regard for China’s rule of law have punctured claims about the Chinese system’s superiority.

But the rapid-fire pace of social media helped to quickly undercut the official line on what had happened just hours after the agreement was announced, spurring journalists worldwide to follow up. Experts said it was the first time that the digital world has had such a strong sway. In the past, "it might have taken days or months. It wouldn't have taken minutes," said Nicholas Cull, a USC professor of public diplomacy.