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.

This month, the Brazilian government announced plans to employ some 6,000 Cuban doctors as part of an effort to strengthen Brazil-Cuba bilateral ties. In an email interview, John M. Kirk, a professor at Canada’s Dalhousie University...explained the history of Cuba’s medical diplomacy and its importance to Cuba’s slowly reforming economy.

Coupled with our concerns about human rights are our concerns about the well-being of the Iranian people. Every day, we hear from the Iranian people directly through our public diplomacy programs and Farsi-language social media platforms. The Virtual Embassy Tehran, launched in December 2011, has over 2 million hits and our Farsi-language Facebook, Twitter, Google+, and YouTube channel have also been enormously successful.

Economic prosperity, an aging population and stark gender imbalance have combined to turn Korea into a major destination for Asian migrants. But Asia’s fourth-largest economy appears to lack institutional systems to keep pace with the change. To better manage the gushing inflow of foreigners, experts call for more vigorous, open discussions over immigrant policy and a multicultural Korea, as well as reinforced public diplomacy and know-how exchanges with other countries.