Malcolm Rivera
Public diplomacy is a government-sponsored effort to communicate directly with foreign publics to establish a dialogue, build trust and promote cooperation. It is a key mechanism through which nations foster mutual understanding and productive relationships, with the ultimate aim of building a secure global environment. The practice has evolved over the years, with modern public diplomacy dealing with global questions and advancing the economy, cultural understanding, and cooperation with civil society. Public diplomacy has been an essential element of American foreign policy for decades, with the United States using it during the Cold War to promote democratic government and capitalist enterprise as superior to Soviet alternatives. Since the September 11, 2001 attacks, public diplomacy has attracted renewed attention as the United States works to improve its reputation abroad, particularly in the Middle East and the Islamic world. So, does it work?
| Characteristics | Values |
|---|---|
| Definition | Any of various government-sponsored efforts aimed at communicating directly with foreign publics to establish a dialogue designed to inform and influence with the aim of building support for the state's strategic objectives. |
| Traditional diplomacy | Involves official relations, typically in private, between leaders and diplomats representing sovereign states. |
| Actors | Traditional diplomatic agents (governments, authorized representatives), media, nongovernmental organizations, economic subjects, individuals, etc. |
| Channels and work methods | Traditional diplomatic channels and modern media. |
| Content | Acting out its national foreign politics and dealing with global questions, while also advancing the economy, encouraging cultural understanding, and developing cooperation with civil society. |
| Methods and instruments | International broadcasting, personal contact, media interviews, the internet, educational exchanges, film, television, music, sports, video games, and other social/cultural activities. |
| Examples | During the Cold War, the United States used public diplomacy to promote democratic government and capitalist enterprise as superior to Soviet alternatives. |
| Purpose | To strengthen ties, build trust, and promote cooperation between nations. |
| History | Coined in the mid-1960s by former U.S. diplomat Edmund Gullion to distance overseas governmental information activities from the term "propaganda." |
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What You'll Learn
Public diplomacy vs propaganda
Public diplomacy and propaganda are often used interchangeably, and while they share common elements, there are some key differences. Both are tools used by governments to influence foreign audiences and achieve policy objectives. However, public diplomacy is considered a more modern and nuanced approach that focuses on human interaction and cultural exchange, whereas propaganda is often associated with manipulation and negative connotations.
Public diplomacy, as defined by Edmund Gullion, the American ambassador who coined the term in the 1960s, is about the interaction of groups, peoples, and cultures beyond national borders, influencing international perceptions and fostering relationships with foreign publics. It involves various strategies, including branding or cultural communication, where governments try to improve their image and create goodwill without seeking immediate policy support. For example, during the Cold War, the United States used public diplomacy to showcase the superiority of democratic governments and capitalist enterprise to European audiences.
Propaganda, on the other hand, is often described as source-based, cause-oriented, and emotion-laden content. It utilizes mass media to persuade and serve the goals of its source. While propaganda is not inherently good or bad, as various institutions use it for their purposes, ethical questions arise when it involves asymmetrical information exchange that heavily favors the sponsor. At its worst, propaganda can be manipulative and dishonest, serving only the interests of its sponsor.
The line between public diplomacy and propaganda can sometimes blur, especially when it comes to the tools and techniques employed, such as the use of mass media. Additionally, both aim to benefit the entity they represent and are not inherently altruistic. However, public diplomacy practitioners strive to avoid being perceived as mere propagators of propaganda by focusing on transparency and a genuine exchange of ideas.
In conclusion, while public diplomacy and propaganda share similarities in their goals and methods, public diplomacy is generally seen as a more positive and interactive approach to international relations, emphasizing cultural exchange and long-term relationship building, while propaganda often carries negative connotations of manipulation and one-sided information dissemination.
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International broadcasting
The broad coverage of radio increased public knowledge and put public pressure on governments, leading to a heightened political interest in controlling the news. This resulted in the jamming of radio programs, which became a notable issue in diplomatic negotiations during the Cold War. Despite these challenges, international broadcasting continued to evolve and adapt to new technologies.
In the 21st century, international broadcasting has been influenced by modern Information and Communication Technologies (ICTs), particularly the internet and social media. These advancements have transformed how international broadcasting contributes to public diplomacy. Television channels are increasingly streaming online, allowing viewers to access news and entertainment from anywhere in the world. With the emergence of new technologies and forms of entertainment, television is expected to become even more immersive and interactive, potentially revolutionising the way it is used for public diplomacy.
The potential of entertainment in international public diplomacy has been recognised by government officials. For example, in 2006, the British government tasked the British Broadcasting Company (BBC) with objectives such as "sustaining citizenship and civil society" and "reflecting the identity of the UK's nations, regions, and communities". Primetime dramas and entertainment programming can shape viewers' attitudes and actions towards a foreign country, impacting traditional forms of diplomacy.
While international broadcasting efforts have faced challenges and limitations, they remain a crucial tool for countries to promote their interests and values on the world stage. As globalisation and intercultural interactions increase, understanding local cultures and public opinion becomes essential for effective public diplomacy.
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Political advocacy
Public diplomacy has been a critical element of American foreign policy, especially during the Cold War, when it was used to influence public opinion against the Soviet Union. In recent times, it has helped the US improve its reputation in the Middle East and the Islamic world following the events of September 11, 2001.
Public diplomacy tactics can be employed to secure the support of allies and legitimize military actions. For instance, in 2018, Benjamin Netanyahu, the Prime Minister of Israel, disclosed intelligence on Iran's nuclear programme to influence the US to withdraw from the 2015 agreement to lift economic sanctions on Iran. Similarly, in the lead-up to the 1991 Gulf War, Kuwait hired an American public relations firm to gain American public support for a war of liberation against Saddam Hussein.
Public diplomacy can also be used to counter negative media portrayals of a country and rectify misinformation. In the age of increased global communication and conflict, diplomacy and advocacy are crucial to mediating between disagreeing parties and achieving successful outcomes. For example, at COP26, diplomatic advocacy advanced the argument for reducing emissions and negotiated timelines, despite some activists dismissing it as "blah, blah, blah".
The Public Diplomacy and Advocacy Handbook highlights the importance of building relationships with foreign audiences through strategic communication and the use of new media tools like social media platforms to engage global audiences and promote a positive image of nations.
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Cultural communication
Cultural diplomacy has been described as the "linchpin of public diplomacy", as it provides a unique opportunity to demonstrate the soul of a nation. It includes political and ideological arguments and uses the language of persuasion and advocacy, making it an effective instrument in achieving traditional goals of war or conflict resolution. For example, during the Cold War, the United States used cultural diplomacy to persuade European audiences that democratic government and capitalist enterprise were superior to Soviet alternatives.
Cultural diplomacy can take many forms, including educational and artistic exchanges, musical collaborations, film showcases, sports initiatives, and community-based projects. These exchanges often occur between non-governmental actors, such as artists, journalists, students, and educators, who help to amplify and promote their nation's culture abroad. For instance, the Fulbright Foreign Student Programme in the United States and the European Union's ERASMUS student exchange programme facilitate cultural diplomacy by fostering cultural exchange and building mutual values.
In an era of globalisation and interconnectedness, cultural diplomacy is increasingly important. It serves as a bridge between nations, promoting peace and stability by enhancing mutual understanding, trust, and exposure to cultural diversity. Additionally, cultural diplomacy can pursue economic benefits, as seen in Vietnam's 2021 cultural diplomacy strategy, which aimed to boost exports and increase the country's influence.
Overall, cultural communication, or cultural diplomacy, is a powerful tool for nations to connect with foreign publics, promote mutual understanding, and advance their economic and political interests. It provides an opportunity to showcase a nation's unique culture and values, thereby enhancing its influence and reputation on the world stage.
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Foreign policy goals
Public diplomacy is a crucial tool for achieving foreign policy goals. It involves direct communication with foreign publics to establish a dialogue and shape the narrative, thereby influencing foreign governments and advancing a country's strategic objectives.
During the Cold War, the United States used public diplomacy to promote democratic values and capitalism to European audiences, countering Soviet alternatives. Similarly, post-9/11, the US has employed public diplomacy to improve its reputation in the Middle East and the Islamic world. Public diplomacy can also be used to discredit adversaries by urging foreign publics to oppose leaders who do not align with the sender's interests.
Public diplomacy fosters mutual understanding, advancing national interests by creating an environment receptive to a country's values and policies. It includes educational and cultural exchange programs, media interviews, and the use of technology to reach foreign audiences directly.
In the modern era, public diplomacy has evolved with the emergence of non-state actors, such as supranational organizations and NGOs, who engage with foreign publics and influence international relations. This "new public diplomacy" recognizes the importance of people, not just states, in global affairs, and leverages new media and communication technologies to shape public opinion and achieve foreign policy goals.
Overall, public diplomacy is a powerful tool for nations to promote their interests, shape foreign perceptions, and achieve their foreign policy objectives by engaging and influencing foreign audiences.
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Frequently asked questions
Public diplomacy is any of the various government-sponsored efforts aimed at communicating directly with foreign publics to establish a dialogue designed to inform and influence with the aim of building support for the state's strategic objectives.
Public diplomacy involves a multitude of actors and networks, including media, non-governmental organizations, economic subjects, and individuals. It uses a variety of instruments and methods such as personal contact, media interviews, the internet, educational exchanges, and cultural events.
The goals of public diplomacy include strengthening ties, building trust, promoting cooperation, and advancing the economy and cultural understanding. It is also used to shape the communications environment overseas and promote the national interest and national security of the country.
Some examples of public diplomacy include international broadcasting, such as the Voice of America; educational exchange programs; cultural events and exchanges; and lobbying activities. During the Cold War, the United States used public diplomacy to persuade European audiences that democratic government and capitalist enterprise were superior to Soviet alternatives.
