Besides expanding its influence in Africa, China is establishing deeper economic ties with European countries as a part of its One Belt, One Road initiative. The initiative is intended to "place China firmly" into the large EU markets, linking the East and the West of the Eurasian continent through a vast network of high-speed railways and maritime routes.

Russia and China in particular have been making efforts to develop their global media reach in recent years, frequently with investments in English-language media, but this is a new step; the BRICS as a group now see the promotion of their perspectives as a crucial element of their public diplomacy and development of soft power — and they see it as a joint venture.

In many ways, 2015 has been a transitional point for Iran and its relationship to the outside world. Iran and six world powers, including the US, inked a landmark nuclear deal this year; international sanctions against the Islamic Republic are set to ease; multinational corporations are descending on Tehran; and American and allied aircraft are coordinating with Iran-supported Shia militias in Iraq in the fight against the Islamic State.

In historical efforts at cultivating soft power –​ Australia's public image overseas –​ we've leaned pretty heavily on the wildlife [...] Koalas. Beaches. Barbecues. Where's the messaging that Australia is a successful, multicultural, safe, educated, vibrant democracy; the 12th biggest economy in the world; the home of the world's oldest living culture; of Cate Blanchett and Hugh Jackman but also Atlassian and Canva; of the inventors of WiFi, the black box and Gardasil? 

Why have tens of thousands of people from around the world chosen to live under the Islamic State’s draconian rule and fight under its black flag? To understand this phenomenon, we must recognize that the world of radical Islam is not just death and destruction. It also encompasses fashion, music, poetry, dream interpretation. In short, jihadism offers its adherents a rich cultural universe in which they can immerse themselves.

From my point of view, U.S. soft power diplomacy, like IVLP helped the country in the long term, by empowering future leaders and tempering the perceptions of its past and present. When change took root in South Africa, especially after Nelson Mandela’s release from prison in 1990, cadres had already been formed and were ready to take up the political, economic and social direction of the country.

While China’s foreign policy has traditionally relied on economic leverage and “soft power” diplomacy as its primary means of power projection, Beijing has also been actively exploiting concepts associated with strategic information operations as a means to directly influence the process and outcomes in areas of strategic competition.