I think a lot of it stems from the idiot huntington’s clash of civilizations doctrine. which is rooted in ignorance, bigotry, and orientalism. it reduces nations, and religious identities in the east to simplistic notions while refusing to acknowledge how diverse, dynamic, and pragmatic they actually are.
The US withdrew from the Middle East, and that continues, because the Middle East, economically, demographically, and just generally, is rising. The era of war is over. Waiting for thinktank idiots to figure it out. It requires a multi-decade transitional period which precludes Cold War campaign advertising (as framed in all your favourite news casts, China does it because it is aiming for Wilsonian American status, and thus "brand", globally, whilst America does it because it has a leviathan which should be growing slimmer, a vast war economic apparatus called "state", but they have no idea nor inclination as to how/why they should go about it).
So the US to Europe via NATO and China to the Stans and Russia with India and Africa and the Middle East left as outliers (with Brazil and other such states) which will, without question, reject all attempts at another dualistic cold war frame for it precludes their interests, too.
It's a marketing gimick for elections and campaign contributions in the "democracies" of the world and much the same, except long-term Chinese BRI planning, in the East. Economy is the start and end point of the entire thing and it is wrong-footed as it stands.
Who's tougher on [insert nation relative to campaign period in American/British electoral history - featuring such villains as, Iraq, Iran, North Korea, China, Russia, and so on].
Much the same in Russia and China except the electoral mode, whatever you want to call it, is much different. The dialogue, however, is constant insofar as that frame, only America/NATO is used. Pakistan for India (with China thrown in occasionally); America/Rebels/India for Pakistan. And so on. It would be a farce if people weren't taking it seriously.