Speaking to youth in Dubai, many feel the Internet is making them more connected, and better informed — but they are not all sure it is changing traditional values as quickly as some might expect. The Arab Social Media report published in June this year showed social media use continuing to grow in the region.

I often say in international relations there six things a country can do: ‘giving, helping, sharing, boasting, shouting, and fighting.’ This fits with Joseph Nye’s classic definition of ‘soft power’ coined in 1990 as ‘the ability to attract and co-opt rather than coerce, use force or give money as a means of persuasion.’ In an ideal world sharing culture and trade is a lot better than firing bullets or giving aid.

I have always been intrigued by the desire of countries to convey their cultural, political or social values as part of their public diplomacy mission. On the surface, it is appealing. However, in practice, it is fraught with challenges and is something of a paradox.

...Deng Xiaoping met Henry Kissinger... and asked him: "Doctor, are you familiar with Confucius?" In uncharacteristic modesty, Kissinger said: "Not in detail". Although the Chinese are nowadays trying to return to their traditional culture and values to boost their soft power and political influence, I am afraid most of them have to echo Kissinger's answer, "not in detail", when prompted with the same question.

To this day, the U.S. government exercises hard and soft power in scores of countries. The survey results suggest a vast gulf between the beliefs of Americans and the policies being implemented on their behalf.

Instead of chasing quick wins in the contest for hearts and minds, China should simply conduct itself in a way that speaks to the values that its new superhero is said to promote