Ishaan Tharoor wrote in the Time magazine: “Two years later [today], Turkey’s vaunted soft power looks more soft than powerful… Erdoğan, too, cuts a smaller, humbler figure on the world stage… His overwhelming support for the Syrian opposition is not mirrored by the majority of the Turkish public, and his reliance on other foreign powers to push the diplomatic envelope has resulted in something of a loss of face.”

Ishaan Tharoor wrote in the Time magazine: “Two years later today, Turkey’s vaunted soft power looks more soft than powerful… Erdoğan, too, cuts a smaller, humbler figure on the world stage… His overwhelming support for the Syrian opposition is not mirrored by the majority of the Turkish public, and his reliance on other foreign powers to push the diplomatic envelope has resulted in something of a loss of face.”

Having recognized the widespread damage dealt by a leaked U.S. diplomatic cable that labeled Russia a "mafia state" run by an "alpha dog," the Kremlin has ordered a boost to soft power initiatives to help give the country's image a more positive spin abroad.

The recent nose-thumbing at Russia and China by Professor Joseph Nye in Foreign Policy magazine over the inability of those countries to marshal soft power is flawed in a number of ways that go beyond the methodological weaknesses of his scholarly writings that I have described at length elsewhere.

So what does that mean about the influence of Korean culture, the image of Korea and the popularity of Korean artists worldwide? Are the viral videos of PSY a testament to Korean soft power? Or reflective of the changing landscape of new media in which hundreds of millions of netizens decided to share this humorous music video by a ‘funny Asian guy’ with their friends?

Over the past several years, the idea of soft power has gained currency with political theorists. It is a way to describe a nation’s ability to persuade others to do what it wants without the hard power of force, threats or bribery. It includes culture, trade, diplomacy and engagement.

The government is considering posting dedicated cultural attaches at South Africa's missions abroad, Arts and Culture Minister Paul Mashatile said on Thursday. “Culture has now become the soft power of nations,” Mashatile said in his budget vote speech in the National Assembly, before detailing cultural exchanges with France and Britain.

Enhancing cooperation between Chinese culture and different cultures and civilizations of the world is important for mutual understanding and learning, as well as the maintenance of world peace and harmony, she said.