"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)