With the US retreating from international cooperation and cutting aid, and Russia and China significantly increasing their global media influence, the UK government recognizes a strategic 'soft power' opportunity. However, key British institutions like the BBC World Service, British Council, and universities face severe funding struggles, creating a conflict between strategic recognition and financial constraints.
As US retreats, is there a ‘soft power’ opportunity for UK?
Foreign policyBBC World ServicePublic service broadcastingMediaPoliticsUK
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TL;DR: Key points with love ❤️With the US retreating from international cooperation and cutting aid, and Russia and China significantly increasing their global media influence, the UK government recognizes a strategic 'soft power' opportunity. However, key British institutions like the BBC World Service, British Council, and universities face severe funding struggles, creating a conflict between strategic recognition and financial constraints.
Trending- 1 1980s: Joseph Nye coined the term 'soft power'.
- 2 Last 10 years (2015-2025): The UK's soft power has been in decline since Brexit.
- 3 2021: China was viewed favourably by 29% of people studied across 18 countries.
- 4 Current: China's favourability has increased to 40% (51% among business decision-makers).
- 5 Earlier this year (2025): The UK government set up a soft power council.
- 6 This autumn (2025): A formal soft power strategy is expected to follow.
- Western retreat from global influence
- Increased favourability towards China globally
- Creation of a 'soft power void' that Britain could potentially fill
- Continued struggle for key UK soft power institutions without adequate funding
- Risk of Britain not being able to 'pick up all the slack left by a retreating America'
What: The US is retreating from international cooperation, cutting support for free media abroad, and reducing financial aid. Russia and China are spending billions to boost their global influence. The UK government recognizes this as a 'soft power' opportunity for Britain. However, key UK soft power institutions (BBC World Service, British Council, universities) are struggling with financial pressures.
When: The concept of 'soft power' was coined by Joseph Nye in the '1980s'. China's favourability increased between '2021' and the present. The UK's soft power has been in decline 'roughly since Brexit, for the last 10 years'. The government set up a soft power council 'earlier this year'. A formal strategy is expected 'this autumn'.
Where: United Kingdom, United States, Russia, China, 18 countries (for BBC/Tapestry study), 10 countries (for business decision-makers study).
Why: The US is withdrawing from its traditional global role. Russia and China are actively investing in their global media activities to increase their influence. The UK government sees an opportunity to fill the 'soft power void' created by the US retreat. However, securing funding for UK institutions is a 'tough task' for the Chancellor due to other pressing demands.
How: The US is defunding independent media overseas and targeting overseas aid. Russia and China are using state broadcasters (CGTN, RT) to increase favourability. The UK government established a soft power council to promote better coordination. Council members are advocating for funding despite budget strains.