Global flows of media and culture have grown not just in volume but also in complexity. While there are still striking imbalances in favor of the advanced industrial societies, it is hardly the case that Asian societies are merely passive recipients of Western ideas and cultural products. Among the scholars trying to make sense of these patterns, Daya Thussu has been a leading light. His many books include the edited volume, Internationalizing Media Studies (Routledge, 2009). He also wrote the first book-length study of India’s soft power, Communicating India’s Soft Power: Buddha to Bollywood. Originally published by Palgrave Macmillan in 2013, a South Asian edition has just been published in 2016 by Sage India. Media Asia editor Cherian George asked him about his research on soft power and the broader agenda of de-Westernizing media studies.

To cite this article: Cherian George (2016): Soft power: looking beyond American hegemony, Media Asia, DOI: 10.1080/01296612.2016.1222477