Turkey is not wavering in the slightest from its pro-European course. Nevertheless, as a trading nation with a dynamic economy that is the living proof of the fact that Islam, a secular political landscape and a parliamentary democracy are indeed compatible, it has in recent times rediscovered its Arab neighbours.

Last week the Shanghai Expo 2010 closed. On three sweltering days this summer I toured the vast and frenzied space that was the Expo. My objective was to see how the nations of the world were representing themselves to the Chinese public and how each responding to the Expo's official theme: 'Better City, Better Life.'

Last week the Shanghai Expo 2010 closed. On three sweltering days this summer I toured the vast and frenzied space that was the Expo. My objective was to see how the nations of the world were representing themselves to the Chinese public and how each responding to the Expo’s official theme: ‘Better City, Better Life.’

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.

Today China’s projection of “soft power” involves a $7 billion international radio and TV broadcasting campaign. In funding, languages reached, frequencies used, and hours on the air, it already outpaces the two other major international broadcasters: Voice of America (VOA) and the BBC World Service.

What is going on here? China, it turns out, wants to increase its soft power by having Xinhua compete with news organizations like CNN and the BBC and is hiring a large number of western journalists. In fact, the government is pouring money into this effort.