De-Americanizing Soft Power Discourse?

The growing globalization of media content from China and India – in terms of international television news emanating from China and the further globalization of Bollywood—offers new opportunities for soft power discourse, given the scale and scope of changes in these two countries. As the global power equation shifts, the increasing importance of China and India in global communication and media debates and the rise of Chindia pose a challenge to the current discourse of soft power as emanating from the West