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Future of Diplomacy c2

The document discusses the evolution of public diplomacy (PD) from propaganda during the Cold War to proactive engagement strategies in the modern era, highlighting the importance of listening and building long-term relationships. It examines various countries' approaches to cultural outreach, including China's aggressive charm offensive and Russia's sophisticated broadcasting efforts, while also addressing the challenges faced by the U.S. in grassroots outreach and the need for credibility and quick responses in today's digital age. The document emphasizes the necessity of aligning PD with foreign policy objectives and adapting to the complexities of global communication.

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inhwa0328
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6 views14 pages

Future of Diplomacy c2

The document discusses the evolution of public diplomacy (PD) from propaganda during the Cold War to proactive engagement strategies in the modern era, highlighting the importance of listening and building long-term relationships. It examines various countries' approaches to cultural outreach, including China's aggressive charm offensive and Russia's sophisticated broadcasting efforts, while also addressing the challenges faced by the U.S. in grassroots outreach and the need for credibility and quick responses in today's digital age. The document emphasizes the necessity of aligning PD with foreign policy objectives and adapting to the complexities of global communication.

Uploaded by

inhwa0328
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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2.

The Rise of Public Diplomacy


• Propaganda Replaced by PD during Cold War

• U.S vs. USSR:


1) Culture (Louis Armstrong vs. Bolshoi Ballet)
2) Aid: Peace Corp., Marshall Plan
3) Media: Competition for credibility

• Interpersonal PD as well
2. The Rise of Public Diplomacy
• Shift from Passive to Active Audience Notion

• 9/11: Why do they hate us?

• Power Attracts Enemies: U.S. arrogance as sole super-


power

• Failure of the U.S. Ad Industry: Happy Muslim video


2. The Rise of Public Diplomacy
• Cull: Focus on Listening

• PD: Not a reactive tool for a crisis, but a proactive tool to build
long-term relationships during peace time

• Fighting ISIS through Smart Power: Unsuccessful

• A Hard Edge of Soft Power: More than just nice gestures

• Sympathy after 9/11 => Antipathy during 2003 Iraq War


China’s Cultural Outreach
• From Simple Panda Diplomacy to Aggressive Charm Of-
fensive

• Well-funded, Large-scale

• 2008 Beijing Olympics; 2010 Shanghai Expo; 2022 Bei-


jing

• Confucius Institute: 9 million students at 525 institutes


in 146 countries => A TROJAN HORSE?
China’s Cultural Outreach
1) 70 British Council, 160 Goethe Institute

2) In Partnership with local schools

3) Political motives hurting academic freedom

4) Western pushback
Russia’s Broadcasting
• RT from 2005: 2 million YouTube views in 2014 (more
than CNN)

• Putinesque Lens on Ukraine

• More Sophisticated than Soviet Propaganda (targeting)

• Annual Budget of $400 million (twice the VOA)


Russia’s Broadcasting
• Credibility Problem: Inaccuracy and provocations

• Numerous Players plus Online Sources => Needs care-


ful strategy

• Sesame Workshop Targeting Kids with Local Production:


Desirable strategy for future leaders
Israel’s Politicking
• Hostile Neighbors, Precarious Western Allies

• Jewish Diaspora in the U.S.

• U.S. and 2015 Nuclear Deal (Front groups used)

• PD and Diaspora Ministry

• Question of Meddling: Backlash possible for aggressive PD


U.S. Grass Roots Outreach
• Peace Corp. Lesson:

1) 1961 Kennedy: 220,000 volunteers in 140 countries by 2015


2) $400 million budget in 2014 for New Frontier and altruism
3) Temptation to replace people with social media (face to face)

• Obama: Entrepreneurship Project in Africa: U.S. as mentors for star-


tups

• KOICA: 10,000 so far (2,000 now) in developing countries for tech-


nology transfer and development experience sharing
Tomorrow’s Public Diplomacy
• Credibility:

1) Al Jazeera: Bias that matches audience bias; May not


be objective
2) Al Hurra’s Problem: Not catering to audience
3) PD Through Proxy: U.S. officials appearing on Al
Jazeera (more successful)
4) Who should be the messenger? (more important than
message)
Tomorrow’s Public Diplomacy
• Speed

1) Quick response needed: What shall we say?


2) Poses dangers too
3) Merits of social media: No gatekeepers
4) Tweeter Diplomacy
5) But be ready for following questions
Tweeter Diplomacy
Tomorrow’s Public Diplomacy
• Scope of Listening and Outreach

1) 2015 Tweet Giants: Obama, Pope, Modi


2) Need to scan information and data thru software & AI
tech
3) Listening in big scope
4) Arab Spring & Occupy Movement: Undetected by govt.
5) Shouldn’t be used to censor and oppress
Tomorrow’s Public Diplomacy
• Results:

1) PD: Slow and incremental process


2) Critics and budget team wants quick results (quantifi-
able)
3) Negative effects of Third World Visitors to U.S.
4) Causality difficult to prove
5) PD should go along with defined foreign policy objec-
tives

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