In addition to their Western look and feel, they carry Western messages such as freedom, tolerance and inclusion.

CNN: Iraq ads promote united nation

Their fierce interpretation of Islam was not to his taste: Mr Masoud had been brought up with western ideas of personal freedom.

ECONOMIST: Ahmad Shah Masoud

So there is no reason to fear that globalisation itself threatens traditional non-western cultures, such as Islam, except in so far as individual freedom threatens them.

ECONOMIST: The hubris of the West

Western governments, including the Vatican, have refused to play a game of reciprocity, where the freedom of their own Muslim citizens is held hostage to the status of Christians and other minorities in the Islamic world.

ECONOMIST: Islam and Switzerland