In June 2009, addressing a packed audience at Cairo University, US President Barack Obama offered Muslims "a new beginning" based on "mutual interest and mutual respect". The speech was well received. The president was riding a wave of goodwill.

Aided by an unpopular war in Iraq, America was said to be losing its appeal or soft power. The creation of the term "BRIC" to indicate the emerging markets of Brazil, Russia, India, and China offered a multi-polar vision of a post-American world. And the European Union prospects seemed to offer an alternative to American power.

As an effort to attract Chinese tourists to the US or improve America's image in China, the pavilion was an epic failure; but as a symbol of Obama's America, it wasn't bad. It's not very surprising that Shanghai Expo 2010, which just ended (coincidentally) on Halloween night, never attracted much interest in the US.

It would seem curious if an Indonesian president made an official visit to the United States with the object of engaging with the Christian world rather than with a superpower that separates God and government. So do not expect President Obama to use his visit to the predominantly Muslim land of his boyhood to engage with the wider Muslim community.

Turkey is misunderstood by most people in Europe and the U.S. - not the least because Turks themselves comfortably call their country European, Eurasian, Balkan, Mediterranean and Near Eastern, and this very modern, actively commercial, long-time NATO member is also a leading voice in the Organization of the Islamic Conference.

In his first year, President Obama made the rebuilding of America’s reputation and partnerships with the Islamic world a central theme of his presidency. His commitment to the development of trusting, respectful cooperation with the Muslim world needs to be rescued, burnished and supported.

Films and art are not designed to be a substitute for political strategies but can instead be used to challenge stereotypes and emphasise on the human experience even with a critical approach; thus they become a major cultural export in transcending prejudice, xenophobia and differences.

As an economy prospers, its culture perhaps begins to grow in appeal. Over the last 100 years or so – jeans, Coke, McDonald’s, Rock ‘n’ Roll, Hollywood — about everything American had been lapped up as things of global cool. They still are. The 20th was entirely America’s century.