The Middle East remains of a major geostrategic importance. Global powers found in the recent developments an opportunity to chart their way into the region; sending troops and reinforcements, rebuilding alliances and restoring old relations. Amidst this chaotic environment, a number of regional forces opted to adopt a different approach: soft power. 

China’s growing control of the movie industry also exists downstream. AMC Theaters is owned by the Dalian Wanda group, whose board members have ties to the communist government. AMC is currently finalizing a merger with Carmike Cinemas that will make it the biggest movie chain in the United States with more than 8,000 theater screens. 

This pattern was seen after the Second World War too, with the most notable example being of Tokyo hosting the 1964 Olympics to shed Japan of its militaristic past. In fact, one of the first major actions of post-apartheid South Africa under Nelson Mandela was to host the Rugby Union World Cup in 1995. [...] The success of it — South Africa became the champions — and the improved image of the country convinced Mandela to lend support for the FIFA World Cup bid.

It is quite evident that Saudi Arabia has recently focused on improving its public image and reputation abroad, given its numerous attempts at opening itself to the international arena, and through diplomatic measures aimed at nursing the country’s image deficit. The role of women has surfaced at the forefront of its public diplomacy efforts. 

The U.K.'s enormous soft power, painstakingly built in the post-imperial era, looks weakened following Brexit. In fact, negotiating acceptable divorce terms or preventing an economic decline may prove much easier than restoring British influence.  Some early indications of how Brexit has damaged the U.K.'s international perception can be found in a recent Ipsos poll conducted in 16 countries.

Lord co-wrote and co-edited Cities, Museums and Soft Power, a book of essays by prominent culture experts on the influence of museums and arts institutions on cities and citizens. While hard power is exerted by countries through weapons, war, sanctions and money, soft power creates influence through persuasion, agenda-setting and culture, Lord says.

In seeking to raise its international profile and influence, Taiwan can take lessons from South Korea’s growing soft power. Its soft power has been expanding through the growing appeal and attraction of its popular culture worldwide. As a result, the government has vigorously promoted Korean popular culture, taking advantage of its growing popularity to enhance Korea’s international standing

The 2012 image of Britain’s new Foreign Secretary, Boris Johnson, waving the Union Jack while haplessly snagged on a zipline above London, seems an apt image for the situation he has inherited, and indeed played a major part in creating. [...] this piece is limited to considering the implications of “Boris Diplomacy” for British public diplomacy and soft power.