Influence battle An opportunity for Britain as the US retreats

The US is retreating from international cooperation, cutting support for free media abroad and reducing aid.

- Michael Savage Kiran Stacey

Russia and China are spending up to £8bn on global media activities to boost their influence. Amid these tensions, the UK government recognises the dangers of a western retreat - but is struggling to fund a response. With such huge shifts in world politics, it is no wonder some politicians fear the west is losing the "soft power" battle - a phrase coined by the academic Joseph Nye in the 1980s to describe the ability to influence other nations through attraction and persuasion rather than coercion.