At a time when the rest of the world marvels at – or perhaps dreads – China’s rise, Beijing perceives a serious weakness in its own armor: the lack of soft power. For all its economic woes, the West still possesses ample soft power as evidenced by its cultural domination. Behind China’s worries also lurk fears about regime stability.

China has launched a multi-million pound effort to improve its image around the world with the launch of a new global news TV station that it hopes will one day compete with global names such as the BBC, CNN and Al Jazeera. The new station 'CCTV America', has hired more than 60 international staff in a bid to produce credible programmes that will aim to give a voice to Beijing's view of the world.

Britain’s Culture Secretary Jeremy Hunt launched a major campaign on Thursday to attract an extra 4.6 million tourists to the U.K. through advertisements in 14 cities worldwide. The goal of the campaign...is to maximize the tourism and business potential generated by Britain’s hosting of the 2012 Olympics.

The American Film Showcase, an international cultural diplomacy initiative that brings people together worldwide through film...a partnership between the U.S. Department of State and USC’s School of Cinematic Arts, brings award-winning American films...to foreign audiences through events worldwide.

The State Department’s Art in Embassies program...is one of the premier public-private partnership arts organizations in continuous operation in 180 countries worldwide...It plays an important role in U.S. public diplomacy through a culturally expansive mission that creates temporary exhibits and permanent collections, artist and cultural exchange programming, and publications, they added.

A vestige of the “anti-public diplomacy” of the previous decade is likely to get trimmed. The U.S. Embassy in Baghdad, a giant of a compound that dwarfs in physical size and the number of people of any other diplomatic post, U.S. or otherwise, is likely to shrink. According to The New York Times, the compound costs $6 billion annually. (Seriously?)

Language and educational exchanges have always been a defining feature of the U.S.-China relationship. Meet Jessica Beinecke, a Voice of America journalist who decided that she could leverage all the web 2.0 tools at her disposal to create a show that taught Chinese youth American slang.