"We can see that the number of countries with concentrated foreign media strategies has increased substantially and that their range of activities and strategies is substantial. Also visible is a decline in spending from Western nations (with countries Austria, Canada, and the Neth-erlands severely ... cutting services) while non-Western nations (like Turkey, Qatar, and China) increase their investments. Despite massive financial support from new ECP players, foreign broadcasters are far from a panacea to achieve global influence. In reality, this spending often happens without a dedicated and localized strategy. Indeed, “the risk of expanding initiatives in fields such as international broadcasting and film co-productions with little attention being given to reception contexts of cross-cultural communications is that nation states will be committing significant resources to these cultural initiatives to little tangible effect, as has arguably been occurring with the international expansion of CCTV services by the Chinese government over the last decade, at least in the advanced industrial nations” (Flew 2016, page 291). Even among resurgent powers, strategies vary. Compared to Russia, China employs a more diffuse strategy to increase understanding and improve China’s image, while also limiting the inflow of information. By contrast, Russia mainly targets Western narratives without expending much effort to portray Russia itself in a positive light and has done relatively little to restrict information flow (although it has considered targeting US social media). Turkey’s approach is somewhat of a mix of the two. As countries experiment with different foreign media strategies, we can expect the range of approaches to increase in the coming years, with some countries adopting a “trial and error” method as particular methods succeed or fail." (Pages 12-13) more

"International broadcasters are driven by several distinct, yet often overlapping, goals. They can aim to: provide international perspectives in areas without a wealth of local media, such as former colonies (i.e. France, UK, Germany); remain connected to diaspora populations (Poland); to preserve, ... protect, and promote local languages (Netherlands/Flanders); to counter Western media hegemony and political narratives (Russia, Turkey); and to proffer a positive image of a country, including its value and culture (China, US). Competition in global media has increased substantially in the last two decades. At the beginning of the 2000s, for example, there were only three foreign television stations in English. Ten years later, more than 30 stations from various countries were already courting an international audience, and the number has grown steadily since. These countries go far beyond the Anglo-American sphere; it is usually resurgent powers like Russia and China that use the English language to reach countries and target groups that are regarded as politically and economically important. Foreign media today are far more than just mediators of a national perspective or ambassadors for understanding and solidarity. They see themselves as actors in a global dialogue of values and competitors in a quest for international interpretative sovereignty." (Introduction) more