One of the most intriguing aspects of public diplomacy involves efforts by various emerging nations to portray themselves as the "next" world power. Just as intriguing is the willingness of American influencers to reinforce the notion that the United States will inevitably be passed by others as a global power.

One of the most intriguing aspects of public diplomacy involves efforts by various emerging nations to portray themselves as the "next" world power. Just as intriguing is the willingness of American influencers to reinforce the notion that the United States will inevitably be passed by others as a global power.

Sun Media Group has set up a new private equity fund aimed at pouring up to $800m into Hollywood films. The venture is the latest move aimed at exploiting Hollywood studios’ hunger for the fast-growing but closed Chinese movie market and Chinese ambitions to play a meaningful role in the global film industry.

The Syrian crisis is well nigh the biggest blow to the current Iranian regime's prestige since it was established in 1979. It is now safe to argue that Iran is squandering the soft power it has been exercising among the various Muslim groups around the globe.

Australian Rules Football (AFL) is looking to bring its own sport, a strange-looking hybrid of rugby and football, to the rest of the world, specifically China. “We see China as an important and growing market for the game, and this purpose built AFL oval will enable more Chinese people to play and enjoy Australian football and showcase their talent."

More recently, with the resurgence of China as a global power, Vietnam has been subject to a Chinese “charm offensive,” as the country seeks to spread its soft power. Since the early 1990s, Vietnam has been engulfed in a Chinese “cultural tsunami” brought about by the overwhelming success of Chinese historical television series, music, movies and kung-fu novels.

Peacekeeping provides a very useful soft-power tool for China, in the sense that [it] can help promote a positive reputation of the Chinese...Citing its commitment to non-interventionism, Beijing has never deployed combat troops, even in the midst of humanitarian disasters like Darfur.

During the past several years, Chinese audiences have flocked to see American movies such as Kung-Fu Panda, much to the alarm of China's political leadership, which has recently made clear that it is not inclined to surrender any terrain on the global cultural battleground.