This tag is associated with 18 posts

Strategic Communications and Foreign Policy: A Conversation with an NSC Press Spokesperson

Emily Horne in Conversation with Janet Steele, ESIA, October 2016

Emily Horne in conversation with Janet Steele, ESIA, October 2016

In a conversation moderated by IPDGC’s program director Janet Steele, National Security Council Press Spokesperson Emily Horne answered questions about her role in the NSC, its media strategy, and elaborated to students about her career path. Students, faculty, and industry professionals attended this event and were invited to join in for the second half of the conversation.

Emily Horne is currently an Assistant Press Secretary and Director for Strategic Communications at the National Security Council, where she serves as spokesperson for a range of foreign policy issues and advises White House and other senior U.S. government officials on media and strategic communications. Before joining the National Security Council she was the director of communications for General John Allen, the Special Presidential Envoy for the Global Coalition to Counter ISIL, where she built the communications strategy for the Obama Administration’s counter-ISIL efforts and traveled to over 30 countries supporting international efforts to degrade and defeat ISIL. She has also served as Spokesperson for the State Department’s Bureau of South and Central Asian Affairs, including temporary tours as spokesperson for the U.S. Embassies in Sri Lanka and Nepal. She began her career in government as an unpaid intern in the State Department’s Office of the Historian.


War Fatigue vs. the President’s Syria Strike

All alone on Syria?

When President Barack Obama delivered his September 10, 2013 speech on Syria, his policy aim was articulated clearly:

after careful deliberation, I determined that it is in the national security interests of the United States to respond to the Assad regime’s use of chemical weapons through a targeted military strike.

This speech had a more immediate target however: the American public’s reluctance to support a limited and narrow strike on Syria.  Polls showed substantial public opposition despite the horrific images of chemical weapon attack victims in Ghouta just weeks before.  Support for a Syria attack was lower than it was with previous, similarly “limited” actions in Grenada (1983), Kosovo (1999), Haiti (1994) and Libya (2011).

Facing the apparent unpopularity of the proposed military action, the President decided to seek Congressional authorization rather than taking unilateral moves against Syrian military capacity.

His speech was meant to turn the tide in support of Congress’s approval.  While there is survey evidence that the speech persuaded some of those who watched it, it still only led to an aggregate split in public opinion.  Striking Syria simply did not resonate with a majority of Americans even though an estimated 32 million viewers tuned in and many more read and heard his arguments.

We know that the President’s power to persuade the public on foreign affairs is strongest when there is an elite consensus back his policies.  While there were voices of dissent in the House, the Senate Foreign Relations Committee ultimately endorsed what the President sought: a resolution authorizing military action against Syrian President Bashar al-Assad’s government.  This signified a growing elite consensus.

TV news media were largely supportive of the President. As Robert Entman has proposed in the “cascading activation” model, lower-tier elites, and news media, echo the policy frames of the upper echelons in the executive branch.  After Obama first proposed a strike was necessary in late August, cable news channels were far more likely to feature pro-intervention messages than views opposed, according to a content analysis conducted by Pew Research. This is evidence of news media echoing officialdom.

Yet, House opposition to the President’s proposed course of action was considerable.  Factions in both parties, both liberal Democrats and libertarian Republicans, voiced objections to the attack. It was not certain that the resolution would have passed through the House. At the time of the speech, CNN estimated 179 “no” votes to 25 “yes” votes. 223 were yet undecided.  This can’t be chalked up to deeper partisan polarization.  Members of Congress reported hearing universal opposition from their constituents. The public’s complaints overwhelmed the President’s position and undermined the dominant theme of news media coverage.

A Russia-proposed chemical weapons deal ultimately postponed consideration of a Congressional resolution, thereby preventing a test of whether the President was going to win on this.  Still, we witnessed a unique case of public opinion opposition to, and mobilization against, a President’s proposed foreign military action.

Perhaps it can be attributed to something deeper in American political culture. As Charles M. Blow suggested in The New York Times, “America may have lost its stomach for military intervention.”  After war of more than a decade in Iraq and Afghanistan, Americans may just be tired of getting into new skirmishes that could easily lead to deeper commitments.  Just five years into the Iraq war, US news media were barely covering it and Americans tired of hearing about it.  There is scant mention and public discussion of the war in Afghanistan today.

The idea of “war fatigue” is not a novel one.  It was widely believed that after the Vietnam War a syndrome set in: Americans were thought to be more likely to oppose to new wars out of a risk aversion resulting from the costly, bloody and protracted conflict in Vietnam.  Marvin Kalb argued the current form of this syndrome was apparent just from President Obama’s nominations of John Kerry and Chuck Hagel as secretaries of state and defense, respectively.

Curious about whether American views on the previous wars impacted their positions on the proposed Syria strike, I ran a study to measure what impacted American opinion. I tried to figure out how important various factors were: demographics, support for the president, prior positions on the Iraq war and how attentive they were to the President’s September 10th speech — to see how the President’s persuasive powers stacked up against war fatigue.

I asked 265 respondents on two separate days, September 9 and September 13, 2013, whether or not they support a US military intervention in Syria.  I asked different samples, one before the speech and one a few days after.  I found the following (shown in an OLS regression model).


Standardized Coefficients























GENDER (Female)








Sharing President Barack Obama’s views in general




Became more or less supportive of the US IRAQ war?




Watched or saw reports of President Obama’s speech on Syria?




(Adjusted R2 = .213)

Of traditional demographics, age and gender were significant predictors.  Older individuals and males were more likely to back a strike.  It is worth noting that party identification was not an important factor — when controlling for these other factors — despite being a usual factor in evaluating presidential policy proposals.  While it could be due to the break down in partisan lines on this issue, at least until the Russia deal, it’s likely not a factor because the most powerful variable — generally agreement with Obama on other issues — captures partisan differences. [Without partisan ID, the findings and model fit don’t change much].

Despite being an “anti-war” candidate when he was first elected, Obama enjoys the unwavering backing of loyal supporters.  Being inclined to generally agree with him on issues was an expected, powerful predictor of being with him on Syria.  It was the strongest factor in the model.

As for non-Obamaniac tendencies, war weariness seems to matter. Becoming less supportive of the war on Iraq over time (my gauge of war fatigue) correlates with being less likely to back the strike.  The result is the same, though a bit weaker, if I replace Iraq with Afghanistan, also.  Rather than seeing Syria as a new and distinct issue, this finding suggests people interpret it within the context of prolonged and increasingly unpopular military commitments in the region.

Prior views on Iraq also matter more than does partisanship.  I ran the model with partisan ID, but dropped the tendency to agree with Obama. Declining support for the Iraq war over time was twice as powerful a predictor than was partisanship.

Back to the model above, we can see that changing support for or against the war on Iraq over time was a more powerful predictor than being attentive to the President’s speech.  His ability to persuade the public through strategic political communication was a less potent a force than the unpopularity of the wars of the past decade.  Even if the proposed strike was being sold as limited and narrow, it did little to relieve the public’s fear of deja vu.

1 girl 5 gays, MTV Canada, and cultural diplomacy


by Brad Gilligan

Last month, advocates of lesbian, gay, bisexual and transgender (LGBT) rights deployed thousands of supporters to the grounds outside the U.S. Supreme Court during oral arguments in two landmark cases. A Pew Research Center poll demonstrates the dominant frame being deployed by media to tell the story. “Growing Support for Gay Marriage: Changed Minds and Changing Demographics,” the headline reads.

While the pro-equality campaign in the U.S. may represent a real sea change in our national public opinion, other countries’ perspectives vary by degrees.  Under Hillary Clinton’s leadership, the State Department annually documented the status of LGBT people around the globe in its report on human rights practices. Memorably, Clinton said in a speech at the United Nations that “gay rights are human rights.” These remarks were coordinated with a memo from President Obama in the same week that detailed the first ever US government strategy to deal with human rights abuses against LGBT citizens abroad.

In parts of the world, perils faced by LGBT citizens are well known: In Uganda, the parliament proposed a bill which would make some homosexual acts a crime punishable by death. While in New York, Iranian president Mahmoud Ahmadinejad infamously commented “we don’t have homosexuals like in your country.” And in Russia, parliament is considering a nationwide ban on ‘gay propaganda’ to minors—in the same year that international attention was drawn to members of the feminist, pro-LGBT, punk-rock collective Pussy Riot after they were jailed by the Putin government.

U.S. Ambassador Eisen marches in Prague's 2012 Pride Parade

U.S. Ambassador Eisen marches in Prague’s 2012 Pride Parade

When the State Department promotes gay rights abroad, cultural diplomacy acts as one of the primary drivers of that agenda. Cynthia P. Schneider describes the relationship: “Public diplomacy consists of all a nation does to explain itself to the world, and cultural diplomacy—the use of creative expression and exchanges of ideas, information, and people to increase mutual understanding—supplies much of its content.” Through partnerships with regional and local civil society groups, the Department engages communities in dialogue about the value Americans ascribe to all people, no matter who that person is or whom that person loves.

Not to say that the U.S. does not receive its own share of criticism for its domestic LGBT policy: an interactive display from The Guardian documents the variability of gay rights, state by state. Until a 2003 Supreme Court ruling, sodomy laws remained on the books in 14 states. Today, others still prohibit adoptions by gay couples or permit dismissing workers on the basis of gender identification.

To focus on the theme of LGBT rights, and the practice of cultural diplomacy worldwide, I began with a small exercise in role reversal: How does one country (I selected Canada) work inside the U.S. to promote its foreign policy?

In 1995, a review of Canadian foreign policy granted culture new status, erecting it as a third pillar in the country’s diplomatic priorities, beside security and the economy. The report praises its culture as a potent force for the nation’s international reputation. “Our principles and values—our culture—are rooted in a commitment to tolerance; to democracy; to equality and to human rights”. Among the recommendations made in the document, it elevates the potential of mass media (e.g. television, film, and radio) in particular to reach audiences outside of Canada’s borders.

mtv.caLike the BBC, the CBC (the Canadian Broadcasting Corporation) operates as a public entity. The government approves and funds programming consistent with the mandate to, among other stipulations, focus on Canadian content.  For instance, the broadcasting license for MTV Canada requires that a minimum of 68% of daytime and 71% of prime time programming be of Canadian origin. The network describes itself as offering a “distinctly Canadian interpretation of the MTV brand across multiple platforms,” in 171 territories around the world.

One such program, airing since 2009, is 1 girl 5 gays. The 30-minute talk show sees host Aliya-Jasmine Sovani asking 20 questions about love and sex to a rotating panel of gay men from the greater Toronto area. Toronto holds a reputation as a vibrant center of gay life in Ontario; Church Street, especially, has a rich cultural history and has been depicted before in popular media exported south of the border.

Logo TV, a US gay and lesbian-interest channel, picked up 1 girl 5 gays in 2010. The first season increased ratings in its time slot +55% compared to the network’s Q4 2010 average.

Pew’s poll, referenced earlier, found that roughly a third (32%) said their views changed because they know someone who is homosexual. Mass media may well be another variable at play, subbing for physical one-to-one contact. The show builds relationships on this principle, between the host and panelists (and the audience by proxy).

1Girl5GAYSstudio shotA rudimentary content analysis of episodes from 1 girl 5 gays’ first season begins to generate a map for how dialogue can be used to strategically shift opinion about LGBT rights. In any one episode, an average of five questions conjure pointed images of gay sexual experiences (“Do you have a gag reflex?”) while the remainder are interchangeable to hetero- or homosexual couples (“If your sex life was a colour, what colour would it be?). The majority have nothing to do with sex at all (“Whose autograph have you asked for?”).

Especially notable, the show frequently inserts a question in the final segment looking inward at the program or at common LGBT experiences: “How do you feel gay men are represented on this show?” “Does the pride parade reinforce stereotypes?” “If there was a pill to make you straight, would you take it?”

Statistical wizard Nate Silver points out how demographics and population density are likely indicators of support for same-sex marriage. It would be overdrawn to say 1 girl 5 gays answers this problem intentionally by increasing the opportunities for exposure to discussion of LGBT experiences; but, as a byproduct of capitalism (i.e. the proliferation of broadcasting in the U.S. via for-profit cable TV), the amplification of Canadian commitment to tolerance aids the cause of LGBT rights in the U.S., and represents one instance of successful cultural diplomacy in action.

Brad Gilligan is a graduate student in the Media and Public Affairs program at the George Washington University.

Democracy and 21st Century Statecraft

Tallying election results with the aid of cellphones in Kenya

Tallying election results with the aid of cellphones in Kenya

By Rebecca Woodward

The recent presidential elections in Kenya served as a platform to showcase mobile technology as a medium for transparent and fair processes in a country troubled by election violence and fraud in the recent past.  There are roughly six billion mobile phones in the world, in Kenya over 75% of the population uses cell-phones, so drawing upon technology already in use as a tool for institutional accountability is a logical choice. Much has been said and written about the Obama administration’s approach to digital government, and it has mostly revolved around former Secretary of State Clinton’s plan for 21st century statecraft.  This novel approach of Government using technology as the building blocks and foundation to reach out and connect with friends and (not-so-friendly) partners, has meant rethinking many of the tenets of diplomacy up until now.

TechCamp imageThe U.S. State Department has developed several programs, which have revolutionized traditional diplomacy; among them is TechCamp, which is a program within the Civil Society 2.0 initiative.  Since 2010, there have been over 15 TechCamps held all over the world, from Santiago (Chile) to Sarajevo (Bosnia and Herzegovina), aimed at educating civil societies around the world providing them with stronger technology skills, which in turn will lead to more transparent governments and empowered citizens, ultimately strengthening democratic institutions.

Other countries have similar initiatives using technology as a key component of their diplomacy toolkit, the Swedish International Development Cooperation Agency (SIDA), for example, has a wide array of programs across the world which use basic SMS to request service from government agencies, report service interruptions or lack of service in order to keep governments accountable. In the U.S., organizations such as the National Democratic Institute (NDI), the National Endowment for Democracy (NED), among others have been active in democracy promotion for many years, and as technology has become ubiquitous in our daily lives, it has also become part of their programs.  More recently, organizations such as Code for America have begun expanding internationally to partner with local governments worldwide to provide them with the tools and insights needed to bring technology to their citizens.

The TechCamp initiative differentiates itself from other organizations in that it brings together people from varying socio-economic backgrounds around technology, whereas NDI or SIDA bring technology to specific groups with common interests (teachers, economists).  TechCamp reflects the values of 21st Century Statecraft touted by the Obama administration: openness, transparency, and engagement.  TechCamp reflects these values in its entire organization; the website provides “TechCamp in a box,” which includes all the tools needed to start a TechCamp, the planning process, as well as solutions which are documented (both in English and other languages) through TechCamp Wiki.

TechCamp Mumbai Tries Out the Harlem Shake

TechCamp Mumbai tries out the Harlem Shake

Through TechCamp, the U.S. is not only sharing cultural norms and values (including the Harlem Shake), but is also establishing valuable ties and on-going relationships with the future decision makers around the world.  Finally, the recent TechCamp in Philadelphia is an interesting addition to the TechCamp curriculum.  Having the domestic component could be interpreted as a signal to the rest of the world that the U.S. is not just exporting the program without applying it at home, but also to showcase work being done overseas by the State Department to U.S. taxpayers.

Countries using culture and diplomacy to advance democracy abroad, such as the U.S., need to take advantage of their privileged positions with regards to access to technology, communication channels and international presence.  The U.S. could focus on strengthening the programs it has started to develop over the last four years and incorporate them into its diplomatic toolkit for future democracy promotion around the world.  Programs such as TechCamp need to multiply at every level, promoting a grassroots approach to technology.  As NGO’s move forward with successful results using technology platforms to promote transparency and civil society engagement; at the state level, cases such as Kenya illustrate the many uses technology can have in promoting democracy worldwide.

Rebecca Woodward is a graduate student in the Global Communication program at the George Washington University with a focus on Communication and Information Technology.

The above post is from Take Five’s new Student Perspective series. Graduate students studying Cultural Diplomacy as Communication at the George Washington University are encouraged to think about themes such as youth, gender, health, climate, free press, and democracy, and write on how these themes relate to cultural diplomacy and to communication.  The posts involve thoughtful commentary on the writer’s chosen theme, linking to class readings and discussions. 

How Does Cultural Diplomacy Communicate? Let Me Count the Ways

U.S. senior diplomat Robert Jackson and Casablanca high school research team at Rabat Environment Eair, 2010

Opportunities to Engage: U.S. senior diplomat Robert Jackson with Casablanca high school research team members (Morocco’s Earth Day Network Fair, 2010)

Under Secretary of State for Public Diplomacy and Public Affairs Tara Sonenshine, who delivered the annual Walter Roberts Lecture at George Washington University last Thursday, comes from a serious press and media background.  She is the recipient of 10 News Emmy Awards and other awards in journalism for broadcast programs on domestic and international issues.  She has also worked as strategic communications adviser to Internews and the International Women’s Media Foundation, among a number of other international organizations.

TS pink suitSo it was all the more striking how prominently cultural diplomacy featured in her comments last Thursday, just as it does in many of her other communications — including the U.S. public diplomacy highlights she publishes every few weeks.

This is a reminder that the Under Secretary recognizes and embraces the fact that cultural programming IS communication.  It is an essential diplomatic tool that enables the U.S. to persuade influential people to listen to us with an open mind; allows us to share knowledge and skills with potential international partners and allies; and helps us attract positive attention via mass media and digital media.

As Harvard scholar Joeph Nye has noted, the scarcest information resource in the 21st Century is likely to be the audience’s attention span.  Here in the U.S., despite the plethora of contemporary media distractions, most citizens still pay some attention to what our own government says, because we know it might affect us directly, and also because we conceive of every citizen having a watchdog role.   Certainly U.S. journalists see scrutiny of government as an obligation.

cross cultural iceberg

THE ICEBERG MODEL This graphic shows why direct messaging – via print or audio-visual media – can so easily fail to reach its target.

But it would be a mistake to think that official U.S. statements and policy explanations get even the modest automatic hearing abroad that they do at home.   People are certainly interested in what the U.S. is up to, but they have a host of non-U.S. sources for that information that are more familiar to them, more trusted, and frequently more accommodating to their preconceptions.

Overseas, it takes creativity and insight to increase the chances that people will listen to U.S. officials with an open mind, and be prepared to respond accordingly.

This is why public diplomacy practitioners know that cultural programming is increasingly vital to the achievement of foreign policy goals.  Some cultural programs serve as the proverbial “picture worth a thousand words,” projecting the essence of American policies, principles, and values via local mass media and fast-growing new digital media.  Some cultural programming works as a powerful teaching tool to help influential people abroad understand (if not necessarily accept) both U.S. foreign affairs priorities and fundamental American principles.

More fundamentally, cultural programming fosters relationships and understanding between foreign officials and U.S. diplomats who will be called on, sooner or later, to work on contentious issues across the table from one other.  It helps sustain generalized affinities even as individuals come and go in the diplomatic service.  And it helps connect the real global communicators of the 21st century:  journalists, activists, scholars, researchers, teachers, writers, artists, scientists, and entrepreneurs, as well as young people just joining the conversation.

The following recent U.S. public diplomacy highlights show the variety of ways in which cultural programming communicates.  These highlights, published in January by the Office of the Under Secretary, are here sorted into three categories:  Talking, Teaching, and Spreading the Word.

1)  Talking — recognizing the people who are (or are likely to become) influential, and bringing them together across borders for focused and purposeful exchange of ideas.

  • Alumnus Hassen Ould Ahmed was recently appointed Deputy Director of Mauritania’s Cabinet.  Ahmed was a 2008-2009 Hubert H. Humphrey Fellow at Penn State University.  Meanwhile, Armenian political magazine De Facto named Edmon Marukyan, an alumnus of the Hubert H. Humphrey Program 2010 and previously the International Visitor Leadership Program (IVLP), “Member of Parliament of the Year.” Marukyan was elected to parliament in spring 2012.  
  • Public Affairs Section Jerusalem hosted Oberlin College Professor of History Dr. Gary Kornblith, who spoke on American democracy at An-Najah University, Birzeit University, and Al Quds Open University.  Dr. Kornblith also discussed the possibility of establishing an American Studies Program at the universities, meeting with university staff and academics at an Embassy reception designed to nurture cultural dialogue and advance the pursuit of American Studies.
  • At Rich Mix, East London (U.K.), playwright Wajahat Ali participated in an evening monologue and discussion with members of the Muslim arts community. The event attracted artists, writers, students and community leaders, including many women.  An accomplished Muslim-American writer and an engaging speaker, Mr. Ali is comfortable with both his American and his Muslim identities, and there was much discussion about the contrast between American and British Muslims on that topic.
  • xborders gamesOn January 5-6, while India and Pakistan faced each other on the cricket pitch, teams of exchange program alumni from India, Pakistan, and Bangladesh engaged in the xBorder Games.  Using social media tools like Google+, Storify, and Twitter, two teams comprised of alumni from each country competed in a digital scavenger hunt.  The xBorder Games connected 45 alumni separated by geographic, cultural, and linguistic lines, created new friendships, and increased cross-cultural understanding.  U.S. Embassies Islamabad, New Delhi and Dhaka organized the event.
  • Paralympian and Fulbright Scholar Yevgeniy Tetyukhin spoke about disability policy to an audience of special education teachers and administrators at the University of Guam.  A professor, two-time Paralympian, and lifelong disability advocate, Tetyukhin is spending a year at the University of Hawaii at Manoa’s Center on Disability Studies, researching disability policy in the context of globalization and multicultural diversity.
  • Unconventional artists and activists narrate their own stories on a new VOA program that seeks to connect underground communities in Iran and the rest of the world.  The twice-monthly TV and web program called ZirZameen is produced by Voice of America’s Persian Service and is available in both English and Farsi editions.  The show, hosted by Mehrnoush Karimian, premiered in December and is available on social media sites, the VOA Persian satellite stream and on Livestation, a 24/7 Internet streaming platform.
  • The U.S. Ambassador to Korea hosted a New Year’s party for the Embassy’s online friends.  Out of 35,000 people who follow the post’s various social media accounts, a diverse group of 20 were invited based on their online activity. The Ambassador blogged about the party, and the Embassy will post an “Ask the Ambassador” YouTube video highlighting the event.  The Ambassador will continue this type of online-offline engagement with innovative netizens in the future.

2)  Teaching — transferring knowledge and skills that are essential in civic life, political life, and international relations.  Cultural programming promotes retention and “useability” of new knowledge through dialogue, debate, and learning-by-doing.  Two-way knowledge transfer and “paying know-how  forward” are frequent outcomes of cultural programming.

  • Pilarani Phiri from Zodiak Broadcasting radio station in Malawi – a participant in the State Department Foreign Press Center’s (FPC) 2012 Elections program for visiting journalists – reported that he Malawi journo interviews presidentsecured the first live phone interview with a Malawian president as a result of his U.S. program experience.  In his words: “one thing I learned while covering the elections is that the American President is always scrutinized by the public.  Immediately I arrived home I got in touch with our ‘White House’ to have the President answer questions from the public.  I am proud to announce that on December 31, I was the first Malawian journalist to have a live phone interview with the President where people posed questions to [him], a thing that has never happened before in my country.”
  • For four months, hundreds of Indonesian English teachers gathered every Saturday morning to take part in the series “Shaping the Way We Teach English,” taught by the [U.S. Embassy] Regional English Language Officer and English Language Fellows.  The teachers came to @america [the high-tech American Center] in Jakarta or participated via digital link from the Consulate in Medan and the American Corner in Yogyakarta.
  • U.S. Embassy Kampala’s Information Officer gave a presentation at the “Writing Our World” (WOW) workshop at Makerere University, coaching participants on using social media to broadcast their voices and market their writing.  Facebook, Twitter, and blogging were introduced as tools to expand the young writers’ network and increase attention to their work.  The Embassy has also given grants to facilitate the activities of Writing Our World through readers and writers clubs in 10 schools.  WOW’s leader is a member of the Embassy’s Youth Council.
  • AC SalfeetJerusalem: The board game Monopoly has proven a potent tool in fostering the entrepreneurial spirit among Palestinian youth, while simultaneously introducing a mainstay of American culture.  American Corner Salfeet hosted 20 undergraduate students from Al Quds Open University for a discussion about business plans, barriers to entry, and board games with a visiting U.S. diplomat.
  • Seven officials from Zambia’s Ministry of Tourism traveled to the U.S. in January on an IVLP program to enhance their planning of the 20th session of the United Nations World Tourism Organization General Assembly, which will take place in Zambia in August 2013. During the program the officials examined how to plan a world conference, including best practices, leveraging partnerships, and capitalizing on them for longer-term benefit beyond the conference.

3) Spreading the word – via local media coverage or on digital media.  While the previous two genres of cultural programming are designed to make a significant impact on the immediate participants, the purpose of this third type is to spark positive interest among the many.

  • U.S. Embassy Caracas held its annual “Baseball Visa Day” during which Venezuelan players in the U.S. major leagues and their family members obtain visas for the upcoming season.  This year some 40 major leaguers and their families visited the Consular Section for their visas, and afterwards participated in a brief ceremony and reception with coverage by multiple print and television media outlets.  Chargé d’Affaires (CDA) James Derham reminded those present that baseball is just one of many historic and cultural ties uniting Venezuela and the United States, and congratulated the players for an unprecedented season in which one Venezuelan won the batting Triple Crown, one pitched a no-hitter, another pitched a perfect game, and nine played in the World Series.   During this event, Embassy Caracas took the opportunity to promote its youth outreach program “Béisbol y Amistad” (Baseball and Friendship), now in its seventh season.
  • OBama in hong kongIn the lead-up to the U.S. Presidential Inauguration, Consulate Hong Kong began a social media project that included photos, videos and travelling cardboard cutouts of President Obama and the First Lady.  Consulate Hong Kong Facebook posts of “President Obama” riding the Mid-Levels Escalator and standing in a Mass Transit Railway (MTR) station generated 42 comments, and 213 likes.  Public Affairs Section Hong Kong will complete the project on January 21, 2013 with a video montage of the cutout President’s “tour” of Hong Kong.
  • The Innovation Generation Facebook page of State Department’s IIP Bureau hosted Monica Dodi, co-founder of MTV Europe and The Women’s Venture Capital Fund, on its “Ask the Entrepreneur” series, which features accomplished American entrepreneurs.  The discussion sparked questions from around the globe including from India, Indonesia, Mauritania, Mexico, and Pakistan.
  • MeetUS program in GermanyThe U.S. Consul General in Munich spoke to students and faculty of “Berufsschule 4,” an off-the-beaten-track school in Nuremberg.  He addressed U.S.-German relations, the U.S. presence in Bavaria, and economic and commercial ties, and tackled tough questions about car emissions, Guantanamo, gun control, and social media topics.  The MeetUS speaker program is a core part of Mission Germany’s youth outreach, and the discussion was live Tweeted to highlight the event to a broader audience.
  • Bosnian Brooklyn Nets Player Interview Makes Front Page:  The State Department’s New York Foreign Press Center assisted the U.S. Embassy in Sarajevo in securing an interview with Brooklyn Nets player Mirza Teletovic – a Bosnian basketball star who has recently joined the NBA – in Dnevni Avaz (Daily Voice), the leading Bosnian newspaper and news website.
  • In January, [State Department] hosted 20 Youth Ambassadors from Costa Rica, the Dominican Republic, Guatemala, and Panama for a reception and meeting with the Acting Assistant Secretary for Western Hemisphere Affairs (WHA), which promoted the event on social media along with the Bureau of Educational and Cultural Affairs and the relevant U.S. Embassies; Embassy San José alone received nearly 6,000 Facebook page views and 300 likes.

All the above constitute just a few of the highlights shared by the Under Secretary’s office for January alone.  January’s highlights in turn constitute a tiny sliver of the cultural programming that takes place week in, week out at every U.S. Embassy and Consulate around the world.  Most of it is targeted to advance specific foreign policy goals, and just about all of it is conceptualized strategically.

Each example is also a reminder that cultural diplomacy IS communication.  The U.S. can only benefit from greater use of cultural programming  to advance U.S. foreign affairs priorities.

21st Century Visual Culture, NGOs, and Public Diplomacy


An early Christmas present arrived in the mail today – a new book called Sensible Politics: The Visual Culture of Nongovernmental Activism (Meg McLagan and Yates McKee, eds., Zone Books, 2012.)

The “visual culture of nongovernmental activism” seems like an important topic for U.S. public diplomacy practitioners to consider.  Even though public diplomacy isn’t exactly nongovernmental, neither does it 100 women initiativerepresent the prevailing governing power of the countries in which public diplomats work.   And in “making the case for America” in those foreign lands, we are very much activist, vying for attention along with non-governmental (and other-governmental) efforts of every stripe.   We may ally ourselves enthusiastically with some causes, for example women’s empowerment.  We may argue against others, for example restrictions on free speech deemed blasphemous.  But we are always one voice among many, without the authority (however defined or felt) that a government body carries in its own country.

And of course, one of public diplomacy’s key resources is visual culture.   From the first great expansion of Amerika the last issueU.S. public diplomacy during the Cold War period, the U.S. looked for ways to make visual our ideas, our values, our culture.  Jazz Ambassadors did not tour just so people could hear their music; these mega-stars were sent abroad so that their photos would be on the front page of every newspaper, perhaps shaking the hand of a prime minister or jamming with local musicians.  Jeeps and trucks carried USIS officers to remote areas with movies and portable generator-run projectors.  Every month USIS distributed glossy color-photo magazines in Russian, Arabic, Spanish, French, and other languages.  U.S. cultural centers were and are full of posters, photographs – even décor – supporting our particular “cause,” i.e., America itself.  With the advent of satellite television in the 1980’s, USIA under Charles Wick eagerly embraced the opportunity to engage via this new medium.   Interestingly, the first and most prominent use of USIA’s “Worldnet” television was to bring together multi-country audiences in mutual discussion and debate.

In the past couple of decades, non-governmental and civil society organizations have proliferated across the globe.  In wealthier countries, philanthropy and sometimes government grants provided support.  In the developing world, international donors channeled development assistance funds to and through such A scene from %22Soul City%22 TVgroups.  Even before the Internet became widely accessible, NGOs expressed their activism visually, via photography, posters, videos, theater.  Some development agencies ventured deep into visual culture territory, funding local NGO partners to produce films and television programs designed to promote positive actions such as conflict resolution or combating HIV/AIDS.  Non-governmental organizations around the world became sophisticated in working with visual culture.  Under-funded public diplomacy organizations have felt the pressure.

Today, we all continue to be amazed at the impact and promise of digital media.  Digital and social media The Uprising of Women in the Arab World logomost certainly multiply our ability to communicate, but they expand the opportunity exponentially to those who may not have much in the way of funds, but who do have the passion, energy, and creativity to produce powerful images that draw us to their message.  In this significantly more crowded visual-culture landscape, the U.S. will likely continue to focus on innovative ways to maintain our profile and to partner with other visual-culture organizations to tell America’s story.  But this new book is a reminder that in the 21st century, communicating “who we are” is losing ground to communicating “what must change” — with real implications for public diplomacy.

In any case, it’s exciting when a book provokes so much thought via the title alone.  And now I see that already on  p. 14 there’s a discussion of Walter Benjamin on the “’aestheticizing of politics’ by fascism” in the 1930’s, which somehow got me thinking about the global reach of U.S. consumer culture and how this also shapes the landscape in which we public diplomacy practitioners work.  Sounds like a topic for a future blog post!

Tweeting in State



When the recent Diplopundit post and related news items came out about State Department revising its external communication clearance rules, a lot of people reacted with concern that State was either deliberately or merely blind-bureaucratically limiting its ability to communicate by imposing a new delay on digital communication, even on tweets.   Colleagues here at GWU quizzed me with “State Department rules might impose a 48-hour review period on employees tweets.  Because that’s the best way to communicate in the era of instant communication?”

But my experience with the State Department tells me this is not what the new draft clearance rules are about — and here is why:

Right now, if you are an Ambassador or PAO (public affairs officer) overseas you are cleared to tweet or post to social media (as well as talk to local journalists, do interviews with local media, etc.) as you see fit — and it doesn’t look like these new rules would change that.  And if you are in Washington in an office that needs to communicate publicly about something, you can work with the PA staff in your own bureau to get near-instant clearance.

(Plus, employees can always use language that’s already been cleared, e.g. text from previous official speeches and statements — and frankly, a lot of language gets recycled this way because it’s efficient and ensures consistency, which is necessarily valued in this business).

So I don’t see the new rules having any restrictive effect on on-the-job communication via digital media, either overseas or at reasonably senior levels in Washington.

To me (and again, this is just from looking at Diplopundit and the spinoff media articles from it), the new draft rules appear to do two things:

  • Actually shorten the maximum time State PA is allowed to take to clear independent thoughts on foreign affairs which State employees might want to express in a non-official or quasi-official role.  In other words, in situations where the reason people might read your blog article or listen to your speech is that you work for State, but you want to use your own words and speak your own thoughts.  And of course there’s a broad spectrum of such situations, ranging from invitational speaking that all State officers ought to do as part of their work (on one end) to whistle-blowing (at the other); and,
  • Close a loophole that indicated if State PA doesn’t respond to a request for clearance within a certain deadline, one is free to publish.

Up until now, there’s been a blanket maximum time of 30 days for clearance of such quasi-official communication, via any media. But according to the new draft rules, the very small subset of employees’ social media content that might be subject to review through this formal Department process would be guaranteed a much shorter maximum (not target) deadline for clearance.

But it’s good that journalists and the general public are interested in this. (Government always works better when the citizens are paying attention and can give sensible advice if insider-thinking shows signs of going off the rails!)

Expert Views on Public Diplomacy: The Next Four Years

On November 13,  IPDGC had the privilege of sponsoring Public Diplomacy: the Next Four Years, a terrific “insiders” discussion featuring two former Under Secretaries of State for Public Diplomacy (James Glassman and Judith McHale), a key Senate senior committee staffer (Paul Foldi), and a former State Department Assistant Secretary / spokesperson (Philip “PJ” Crowley).   These are all people who not only have a vision of what America’s public diplomacy can and should do, they also know a lot about what it actually does.

Panel members enthusiastically debated the role and strengths of contemporary U.S. public diplomacy.  One area of complete agreement:  two-way engagement is a big priority over one-way messaging.  Another consensus: information technology is a game-changer in diplomacy and foreign affairs.

Key Takeaway:  Signficant discussion revolved around how diplomacy itself – not just public diplomacy – is changing.   The implication was clear that  diplomacy must change even more in this modern world of globally shared challenges and exponentially more information networks.

Here is one blogger’s observations on key points and highlights from this IPDGC-sponsored panel:

1) Consensus:  Engagement and relationships trump one-way messaging:  

McHale:  The world has changed [and] we will not be able to move our foreign policy goals and objectives forward without having a better relationship, better understanding and engagement with people all over the world.  We simply can’t do it.

Crowley:  [re: tweeting with Venezuelan president Hugo Chavez] By doing that, the folks in [the Western Hemisphere Affairs Bureau] will go, why are you doing that? I’d say, it is generating a debate within Venezuela.  And one of my colleagues said, when you wrestle with a pig you get dirty.  I go yes, but this is a debate that we will ultimately win.  [We] have to be willing to let our diplomats engage in this debate and quite honestly that’s a phenomenon that will happen.

Foldi:  Sometimes I think the department falls into this trap of, “well we put all things out on a web and then we let people comment on them.” Well that’s not what they really want, they want to engage in a conversation

Glassman:  You look for those avenues where you can pursue those conversations, where you can build relationships even in very difficult and challenging parts of the world for us.

But at least one voice made the case for “messaging” — when it is done in new, relational contexts:

Glassman: I realized that simply standing up and preaching at people… is not a very effective way to communicate. [Foreign audiences] don’t want to listen to you, to Americans preaching at them. But rather a better way to communicate is to use American authority, such as it is, to convene a large, broad and deep conversation in which American messages are … injected [or] distributed among other messages

So the emphasis is on relationships and engagement.  And whether focused on advancing foreign policy goals or debating policies and ideologies at the head of state level, the panelists are not just talking about public diplomacy, they’re talking about all of diplomacy.

2)  Another area of agreement:  Information technology as a game-changer: 

McHale: The world has changed so dramatically and so fundamentally with … technology and with information and power now being widely dispersed.  We have got to find better ways of influencing foreign populations or we simply can’t go forward.  [For example], right now in this room there is nobody here who can raise their hand and say ‘I can identify who was the leader of the Egyptian revolution.’ Because there wasn’t one; it was coalitions, ever changing coalitions of interests.

Glassman: And second, it’s just amazing, we … have lucked into this world — and we haven’t “lucked” into it, but the tools are there, tools that did not exist ten years ago. The tools for communicating in a public diplomacy 2.0 way.

3)  Defining the core goal of public diplomacy: is it “Benefit of the Doubt?” 

Paul Foldi and PJ Crowley both focus on the perceived gap between words and deeds as a major challenge for public diplomacy.  Foldi describes how a country that builds up its soft power can get over specific policy hurdles:

Foldi:  It can take years to get what I call ‘benefit of the doubt,’ which I believe is the goal of public diplomacy. So that when your country does something or has a policy that seems counterintuitive to the rest of the world, they’ll go “oh, but they are the United States — so maybe they’re doing this [thing we don’t like], but for the most part we agree with them.” And to me … it’s a question of can we get back into the ‘benefit of the doubt’ category for many of these countries?

(Note: Foldi’s view – creating the benefit of the doubt – strikes me as something a lot of public diplomacy practitioners would agree with.   I think many of us would see this is as an achievable goal in many overseas contexts, and we would consider the public diplomacy ‘toolkit’ useful in pursuing this goal.)

By contrast, PJ Crowley focuses not on helping contextualize policies that are unappreciated abroad as being inconsistent with shared values, but rather on trying to eliminate them:

Crowley: Ultimately the best public diplomacy is … policies that reflect your interests and your values and [when] the gap between what we say and what we do is as narrow as it can be. … [One] of the great challenges for public diplomacy is to bridge the gap between words and deeds, to narrow that to the extent possible.  … [Polling trends] should inform what our short term and mid term actions are.

Meanwhile, Glassman and McHale reject a polling-driven “popularity contest” approach, maintaining that targeted PD efforts can and should be used to further specific U.S. foreign policy goals.

Glassman:  I don’t think that favorability ratings in the Pew survey are evidence of whether we are doing something wrong or right.  [I tried] to disabuse people of that notion and rather to focus attention on what public diplomacy can do to achieve specific ends that are part of [our] goals in foreign policy and national security policy; that’s what public diplomacy is supposed to do.

McHale: I’m certainly in agreement with Jim on this issue, it’s not a popularity contest … that is absolutely the wrong focus.

As the panelists fleshed out their ideas, however, I heard each one suggest support for Foldi’s “benefit of the doubt” role for public diplomacy:

Crowley: we will always be challenged …for example Indians have expectations in terms of the US policy towards Pakistan or Pakistan has expectations towards the US policy towards India, and those two… do not easily coexist. And when… you sit in between those two long time antagonists, you are going to end up disappointing both of them to some degree or another.

McHale: There were many areas where … we do find areas of common interest, science, technology, education, all of those areas. … [N]aturally you are going to encounter a lot of resistance and what have you but that’s no reason to give up. And you look for those avenues where you can pursue those conversations, where you can build relationships even in very difficult and challenging parts of the world for us.

Glassman: [A]s Senator Fulbright said, the Fulbright programs teach empathy, standing in somebody else’s shoes. I’m a huge believer in that and I think that is valuable.  (But should two thirds of the money be spent on that?)

Glassman (again): [A]s president Obama said right in the beginning … we need to focus on mutual interest and mutual respect and there are many things that we can get done in that fashion.

All of these comments reflect the idea that some U.S. policies will inevitably be viewed by some other countries as inimical, unfair, and/or a betrayal of U.S. stated values — so concentrating on other interests and values that we do share, as well as working to promote mutual empathy and understanding, is essential.

4) This is really about “all of diplomacy”:

It is worth repeating Judith McHale’s observation about the Egyptian revolution: “right now in this room there is nobody here who can raise their hand and say ‘I can identify who was the leader of the Egyptian revolution.’ Because there wasn’t one, it was coalitions, ever changing collations of interests.”

Pair this with Crowley’s discussion of high-level public communications, for example those tweets with Hugo Chavez.   He makes clear that informal and globally available public communication by heads of state and top diplomats (not to mention powerful business leaders and highly influential NGO advocates) is here to stay.

These panelists emphasized, in other words, that understanding and responding to events such as the Egyptian revolution or debating Hugo Chavez in his domestic political arena is not only the work of public diplomacy, it’s at the center of diplomacy and foreign policy.   And engaging in this public sphere has to be a focus of the whole State Department, not just its public diplomacy bureaus.

Glassman makes the case that, in this new environment, using the tools of public diplomacy is a notably low cost / high impact strategy and should be expanded:  “There are ways to move money within the State Department budget that would make the Department as a whole more effective by putting more emphasis on public diplomacy. … One of the reasons that I strongly believe that we need more public diplomacy … is because at a time of tight budgets, it’s the most cost effective way to achieve those national interest goals that I talked about.”

He takes that idea further to suggest that Embassies themselves may be obsolete.

Glassman: And the other thing that I would just throw out to you is whether in an era of social media and very, very fast communications, whether we should be spending as much money as we are in general at the State Department on things called embassies. Okay it made a lot of sense 100 years ago, but does it make sense today to have this edifice and this very complicated kind of arrangement where people go for a few years and live there, as though they couldn’t possibly influence people in those countries if they didn’t live there?

No doubt many would find controversial the idea that one can influence people whom one has never met face to face, much less grown to know better over time.   But on closer examination, is Glassman really saying that diplomats don’t need to go abroad and meet people?  Is it possible to envision an engaged diplomacy involving both face to face and online interactions that does not involve the traditional Embassy model?

I’m not sure.  (What do TakeFive blog readers think?)

Advocates of ‘new approaches to public diplomacy’ often end up by proposing new approaches to diplomacy itself.   As these excerpts from last week’s expert panel discussion show, our panelists at the IPDGC event were no exception.  (And there was much more rich discussion that can be found on the event video or in the transcript.)

Yes, they were unanimous on the importance of existing public diplomacy efforts, and there was little disagreement on the impact of valued public diplomacy tools (exchanges, social media).

At the same time, these experienced public diplomacy experts expressed a range of ideas – some quite provocative – about how approaches rooted in public diplomacy are particularly appropriate for the 21st century challenges of U.S. diplomacy overall.

It will be great for IPDGC and other groups interested in the theory and practice of public diplomacy to get more such debates launched in the wider arena of foreign affairs / diplomacy.  

Partnering with the Smithsonian: Seriously Amazing


While many State Department officers have worked closely with Smithsonian experts over the years, the creation of a detail assignment for a Foreign Service Officer at the Smithsonian Institution has opened new opportunities for both organizations.

As the world’s largest museum and research complex, the Smithsonian is increasingly engaging with broader world audiences, particularly non-elites and youths. The State Department, meanwhile, is eager to use the Smithsonian’s expertise and collections in art, culture, history and science to enhance its own engagement with overseas individuals and institutions, and increase dissemination of information about the United States abroad.

Every week brings new possibilities for greater interaction. Whether advising museums in Oman or promoting interest in tree banding by students around the world, the Smithsonian’s international work helps put a face on the State Department’s commitment to education, culture, the environment and scientific cooperation. For instance, the two institutions’ collaborative planning for International Jazz Day  in April offered U.S. Embassies access to the Smithsonian’s extensive jazz collections, recordings, websites and activities.

American Space in Talinn, Estonia

Recent cooperative ventures include Smithsonian help in designing American Spaces, the “Amazing Ocean” mobile app using National Museum of Natural History content, and a poster show based on a photography exhibit at the National Museum of African American History and Culture.   Meanwhile, Smithsonian experts traveling internationally have served as speakers at events organized by U.S. missions. For example, students at a science center in the West Bank met with a National Air and Space Museum historian while, in Chile, the Smithsonian’s Under Secretary for Science spoke with students at the embassy’s science-focused American Corner.

In another collaboration, the U.S. Embassy in Kyiv partnered with the National Museum of American History’s Lemelson Center for Invention and Innovation  to create a Spark!Lab at the Ukranian Art Arsenal in Kyiv during the month of September 2012 (mentioned in Take Five’s recent piece on building relationships in public diplomacy.)  With the success of this Kyiv pilot, the Lemelson Center hopes the project will be a model for future international collaborations promoting interactive science learning.

In a March 22 ceremony to sign a Memorandum of Understanding making the State Department’s partnership with the Smithsonian Institution official, Under Secretary of the Smithsonian for History, Art and Culture Richard Kurin noted the benefits of having a senior State Department foreign service officer at the Smithsonian.  “After the earthquake in Haiti when we wanted to provide our expertise to help with cultural relief and recovery, we were very grateful to have the recently appointed State Department liaison on our staff as we worked with the Bureau of Educational and Cultural Affairs and other partners to preserve Haiti’s rich cultural heritage,” he said. “Since then, the advice, expertise and contacts provided by each of these officers have helped us develop closer collaboration here in Washington and better access to embassy resources overseas.”

Science and technology projects offer additional areas for cooperation, with Smithsonian research, facilities and programs under way in nearly 100 countries. A great deal of this research is in developing nations, with projects in countries such as Gabon, Papua New Guinea, and Peru. The Smithsonian Tropical Research Institute, headquartered in Panama, conducts research on biodiversity around the world. The State Department’s Bureau of Oceans, Environmental and Science Affairs regularly partners with the Smithsonian on projects such as the Global Tiger Initiative, while the National Zoo’s pandas are a matter of high-level diplomatic and public interest.  Embassy officers and locally employed staff in environment, science, technology and health (ESTH) positions overseas usually spend a half day at the National Museum of Natural History as part of their training, going behind the scenes to view some of the museum’s 127 million objects.

As Senior Advisor for International Affairs to the Smithsonian’s Under Secretary for History, Art and Culture, I work in the complex linking the Freer and Sackler Galleries and National Museum of African Art. This location within the suite housing the Smithsonian’s Office of International Relations provides access to people who know the Department well from years of hosting participants in the International Visitor Leadership Program, cooperating on cultural heritage issues, briefing Foreign Service Institute classes and assisting foreign embassies. The office’s director, Francine Berkowitz, is known to generations of Department cultural officers who have turned to her for assistance through the years.

After serving as consul general in Shanghai and at posts in Thailand, Hungary and Sweden, the Smithsonian assignment is a new experience for me; with a season pass to one of America’s greatest treasures, I can apply my public diplomacy experience to help posts take advantage of an institution that is highly regarded by foreign visitors, embassies, scientists, museums, educators and tourists. The Smithsonian is, in the words of Secretary Wayne Clough, “a lens on the world for America, and a lens on America for the world.” The detail makes the Smithsonian’s amazing resources more accessible to the Department while supporting the Smithsonian’s goal of engaging a greater percentage of the world.


New Wine in Old Bottles: Relationships in Public Diplomacy

Participants at Ground-breaking Pakistan-India Bloggers’ Conference Hosted by U.S. Consulates in Karachi and Lahore


Take Five’s blog post series on Public Diplomacy in the Field — Part Two

Background:  As a State Department Fellow at GWU’s Institute for Public Diplomacy and Global Communication (IPDGC), I’ve observed that a frequently missing piece of the academic puzzle is concrete discussion and analysis of what public diplomats actually do in the field.  And considering that U.S. public diplomacy remains significantly field-driven, this feels like a major gap. 

Thus a blog series is born.

As noted last week, the series showcases current field reporting highlights in U.S. public diplomacy work – through the lens of key PD principles and themes. Today’s theme is Building Relationships.  Last week’s was Opinion Leaders. Future topics will include: Messaging Creatively; Crisis Zones; Arts as Communication; and more. 

As always, readers, I welcome your interest and feedback.


New Wine in Old Bottles: Relationships in Public Diplomacy

Academic proponents of the “new public diplomacy” emphasize relationship building over the one-way messaging approach perceived to have dominated public diplomacy in the past. “The new public diplomacy moves away from — to put it crudely — peddling information to foreigners and keeping the foreign press at bay, towards engaging with foreign audiences” notes Jan Melissen (p. 13).  RS Zaharna, in “Mapping Out a Spectrum of Public Diplomacy Initiatives” (here, p. xx)  argues that “within [a] relationship framework, education and cultural exchange programs, cultural institutes and cultural relations represent a category of initiatives that use culture as a vehicle for building relationships.”

Meanwhile, Mette Lending (Section I) takes the broad view that “cultural exchange is not only ‘art’ and ‘culture’ but also communicating a country’s thinking, research, journalism and national debate,” and “the traditional areas of cultural exchange become part of a new type of international communication and the growth of ‘public diplomacy’ becomes a reaction to the close connection between cultural, press and information activities, as a result of new social, economic and political realities.”   Finally, from Melissen again (p 22), “…the new emphasis on public diplomacy confirms the fact that the familiar divide between cultural and information activities is being eradicated.”

There is much to consider in the above concepts, and even more so in the detailed elaboration of these  ideas that all three scholars and many others have brought to discussions of the “new” public diplomacy.

One caveat, however, is that these ideas are presented as new prescriptions for action, whereas the U.S. — perhaps unlike most European states — has long intermeshed its international information programs with cultural diplomacy, its messaging efforts with relationship building, and its arts exchanges with an emphasis on civil society development.  Thus, at least to this veteran PD officer, the “new public diplomacy” seems perhaps more like a fully-developed ‘Platonic Ideal’ of what we have long practiced, rather than something qualitatively new.

Nevertheless, it is certainly true that the 21st Century has intensified the importance of bringing a relational, interactive, mutually productive approach to international affairs, and specifically to public diplomacy.  As Joseph Nye explains in his seminal 2004 work Soft Power (p. 4-5), “[On the level of]  transnational issues like terrorism, international crime, climate change, and the spread of infectious diseases, power is widely distributed and chaotically organized among state and nonstate actors. … [This is the set of issues that is now intruding into the world of grand strategy.”  And Brian Hocking (in Melissen 1999, p 31) had previously characterized the “growing symbiosis between state and non-state activities as ‘catalytic diplomacy’ in which political entities act in coalitions rather than relying on their individual resources.” 

Secretary of State Hillary Clinton also cites such developments, noting that “we are living in what I call the Age of Participation. Economic, political, and technological changes have empowered people everywhere to shape their own destinies in ways previous generations could never have imagined.”  And the State Department’s 21st Century Statecraft plan elaborates, explaining that “the U.S. is responding to shifts in international relations by … complementing traditional foreign policy tools with newly innovated and adapted instruments of statecraft that fully leverage the networks, technologies, and demographics of our interconnected world.”

It is in this context that Take Five continues our series on U.S. public diplomacy in the field, with the following examples from recent months – highlights distributed by the Office of Under Secretary of State for Public Diplomacy Tara Sonenshine (noted with *).

They are grouped according to specific concepts drawn from the scholarly works mentioned above, with the goal not only of showing how “new public diplomacy” principles are already being put into practice, but also of generating thinking on how PD could be even better informed by academia’s powerful and  insightful ideas.

In other words, how the “new wine” of relational thinking can fill up the “old bottles” of long-valued program tools to create 21st Century public diplomacy with an exceptional bouquet.

1) “Public diplomacy builds on trust and credibility, and it often works best with a long horizon.  It is, however, realistic to aspire to influencing the milieu factors that constitute the psychological and political environment in which attitudes and policies towards other countries are debated.”  (Melissen 2007, p. 15)

* Ambassador Eisen Marches in Prague Pride Parade and Delivers Remarks:  Ambassador Eisen and a group from the U.S. Embassy marched in the 2nd annual Pride Parade in Prague on August 18, 2012.  Parade participants walked from Wenceslas Square to Střelecký Island accompanied by floats with music and dancers. This event supported Embassy Prague’s goals to promote tolerance and protection of Lesbian, Gay, Bisexual and Transgender rights.  Ambassador Eisen took the opportunity to emphasize that “one of the many reasons why relations between the Czech Republic and the United States have flourished over the past century is because of our countries’ shared values regarding human rights.”

* Historic Encounter between Indigenous Peoples of the USA and Paraguay:  Public Affairs Section Asuncion hosted a Native American dance group from Arizona, the Yellow Bird Apache Dance Productions.  The group met with Study of the U.S. Institute (SUSI) alumni and their indigenous communities in Paraguay. In partnership with the Ministry of Education’s Indigenous Schools Department, the group traveled across Paraguay to meet, sing and dance with the Enxlet, Nivacle, Western Guarani and Pai-Tavytera communities. They also met with the governors of two provinces who welcomed their presence and encouraged more outreach to their indigenous populations.  The visit provided some moving encounters between the Original Peoples of North and South America that broke down barriers, built bridges and encouraged development initiatives.

 * Art Without Artificial Boundaries: Embassy Celebrates Freedom of Artistic Expression: More than 300 musicians, filmmakers, photographers, artists, designers, actors and other guests gathered at the U.S. Embassy in Minsk on July 11 to celebrate freedom of artistic expression.  This annual Embassy music festival provides talented Belarusian musicians an opportunity to perform despite restrictions imposed due to their political views or social activism.  This year’s event featured, in addition to musical groups of various genres, several artistic exhibitions and showcased a documentary about the challenges that Belarusian musicians and other artistic personalities continue to face.  Such restrictions are “incomprehensible for a country in the center of Europe in the third millennium,” noted Chargé d’Affaires Michael Scanlan.

* Positive Coverage of Cairo ‘Open Mic’ Event:  At least five television stations and newspapers covered an ‘Open Mic’ sexual harassment awareness event at the U.S. Embassy Information Resource Center in Egypt last week.  More than 80 people from different backgrounds and ages discussed harassment on Cairo’s streets and at the work place, as well as solutions.  Both women and men spoke courageously, giving personal context to the growing problem and demonstrating the need for change.  Participants expressed an interest in future cooperation with the embassy on the issue, and the Facebook event page became a discussion board on which the dialogue continued.


2)  An intermediate-advanced “second tier” approach involves programs that “encompass social groupings such as institutions, communities, or societies. … The benefit of integrating foreign participants at this level is that not only do they take partial ownership of the program, but they can provide valuable cultural knowledge and indigenous connections.” (Zaharna, p. 94)

* Smithsonian Spark!Lab Opens in Ukraine:  On September 5 Ambassador John T. Tefft opened the Smithsonian-Lemelson Center’s Spark!Lab, a month-long exhibit at the Art Arsenal Museum (Mystetskyi Arsenal) in Kyiv supported by a Public Affairs Section grant.  Smithsonian-Lemelson Center Deputy Director Jeff Brody and Ukrainian Ombudsman for Children’s Rights Yuri Pavlenko also participated in the opening.  This is the first international exhibit of Spark!Lab, which encourages kids to conceive, design, build and develop their inventions in an interactive laboratory.  Over 200 educators, students and young volunteers were on hand for the opening, which was covered by major television stations.  Thousands of students are expected to visit the exhibit, which is staffed by volunteers from local universities who are trained by Lemelson Center education specialists. Spark! Lab is the Public Diplomacy contribution to the U.S.-Ukraine Strategic Partnership Commission’s Science and Technology Working Group.

* Consulate Istanbul Hosts Iftar for the Neighborhood:  Approximately 500 people joined the U.S. Consul General, the Sarıyer Mayor, several Sarıyer City Council members, neighborhood muftis and imams, and American Consulate families for an Iftar on August 15.  The dinner received praise in local media and by Mission Turkey leadership as one of its best public diplomacy events, demonstrating U.S. respect for Turkish culture and thanks to the Consulate’s neighbors.

* Ambassador and American Rabbi Meet Young Muslims in Cameroon:  Ambassador Jackson addressed members of the Cameroon Muslim Students Union (CAMSU), the most influential Muslim youth organization in the country, at their annual conference in Douala.  … [T]he Embassy has had relations with CAMSU for over a decade and its president is a recent International Visitor Leadership Program (IVLP) alum.  The Embassy also supported the visit of Rabbi Abraham Ingber, Founding Director of Interfaith Community Engagement at Xavier University in Cincinnati, as a speaker at the conference.  Rabbi Ingber was invited to the conference by CAMSU president Ismail Boyomo, who met Ingber during his participation in the 2012 IVLP program on Religious Tolerance and Interfaith Dialogue.


3) “[C]ulture does not appear to be the only vehicle nor do cultural programs constitute the most sophisticated relationship-building strategies.”  (Zaharna, p. 86)

* TechWomen Mentorship Program Commences in San Francisco:  From across the Middle East and North Africa, 41 women leaders in technology arrived in California on September 5, to begin a five-week professional mentorship program with their American counterparts.  Professional mentors come from over thirty technology companies in Silicon Valley and the greater San Francisco area including Facebook, Google, Twitter, Microsoft, Wal-Mart, and Oracle, which hosted an orientation for the group.

* TechCamp Launches in Senegal:  Embassy Dakar Public Affairs and Economic Sections helped launch the first-ever global TechCamp in Africa.  After an opening reception with remarks by Ambassador Lukens and tech guru Marieme Jamme, TechCamp took off for two packed days of interactive sessions around mobile agriculture, or “mAgriculture.” Participants interacted with 71 different agricultural non-governmental organizations (NGO) and learned from 20 “technologists,” including 10 international trainers. Agriculture is crucial to Senegal’s development.  87% of the population owns a mobile device, while only 20% have direct access to the Internet.  Getting the NGOs to learn about and engage in mAgriculture can propel Senegal’s agricultural development. TechCamp gave the Public Affairs Section the opportunity to engage with new groups of young entrepreneurs and to showcase Senegal as a leading partner with the U.S. in high tech solutions to economic development.

* U.S. Embassy Brings Google Scientists to Brasilia: Proving that science is the international language of cool, young computer scientists from Google pulled in a crowd of 400 students at Brasilia’s Marista High School for an interactive presentation entitled “You Can Do Computer Science!”  U.S. Embassy Brasilia and its IIP-supported Information Resource Center sponsored both programs.  Just a few years out of college themselves, the Google scientists provided students with a great example of opportunities available to youth while demonstrating the role science can play in public diplomacy outreach.  The scientists also spoke at the Brasilia Science Corner, a joint project between U.S. Embassy Brasilia and the Brazilian National Council for Technological and Scientific Development.


4) Such programs also include “non-political networking schemes” — in which “PD officers in essence become network weavers.   Non-political networking schemes build relationships between like-minded individuals or institutions working on a variety of areas such as science, health, environment, or literacy promotion.”  (Zaharna, p. 95)

* Jerusalem Conference Connects Israeli Musicians with American Experts:  Embassy Tel Aviv connected Israeli musicians to the dynamic U.S. music market by bringing U.S. music industry experts to participate in various panels at the multi-day Jerusalem Music Conference.  Local and foreign professionals and artists enjoyed an interactive panel on the U.S. music industry and trends moderated by Cultural Affairs Officer Michele Dastin-van Rijn.  The conference, modeled on Austin’s SXSW, created a unique platform for networking and collaboration between Jewish and Arab musicians.

* South Asian Alumni Discuss Climate Change:  On August 29, Embassy Islamabad hosted a multi-country digital video conference for alumni of U.S. government exchange programs in order to engage across borders on environmental issues.  Alumni from Pakistan, Afghanistan, and Nepal discussed drought, solid waste, and potable drinking water.  There was a consensus that the younger generation should promote regional cooperation on environmental problems, and that alumni should work to raise awareness among youth.  Other suggestions included sharing data and technology, updating regional cooperation documents, increased dialogue among environmental professionals, the mobilization of civil society, promoting policy on climate change, and the participation of Afghanistan as a full member of the South Asian Association for Regional Cooperation rather than in an observer capacity.

* Making a Difference for Women Entrepreneurs:  When IIP recently promoted non-governmental organization Ashoka’s “She Will Innovate” competition, a small business owner in Colombia connected with an Ecuadorian university’s entrepreneur club, which offered its web design and social media expertise for free.  Now the owner will soon have a website, thanks to IIP’s Spanish-language Facebook community for aspiring entrepreneurs, Iniciativa Emprende.

* YAL Alumnus Spreads the Word on Youth Entrepreneurship:  Zimbabwean Young African Leader (YAL) Limbikani Makani, who participated in the recent Innovation Summit in Washington, D.C., led a region-wide CO.NX-facilitated discussion on July 18. Makani, Founder and managing editor of TechZim, shared what he learned from his Mentoring Partnership with BlueKai, and urged African youth on-line to become leaders and leverage their innovative skills to boost the region’s economies. More than 240 online viewers from 17 countries tuned in to the live program. Embassies Accra and Zimbabwe and Information Resources Center Abidjan hosted viewing parties.


5) “[C]ultural relations as a wider concept now also include new priorities, such as the promotion of human rights and the spread of democratic values, notions such as good governance, and the role of the media in civil society.”  (Melissen p. 22)

* Embassy Sana’a brings “In Happy Yemen” Cartoon Series to Thousands of Children:  Embassy Sana’a finalized plans with the Yemeni children’s rights non-governmental organization the Shawthab Foundation for the distribution of 50,000 DVD copies of the cartoon series “In Happy Yemen” to schools and youth groups throughout Yemen, and for broadcast on Yemeni TV.  The series focuses on civic education themes including resolving conflict through peaceful means, with the objective of enabling vulnerable youth in Yemen to make informed, practical, and positive life choices.  Public Affairs Section Sana’a is also working with Shawthab to distribute Embassy-donated backpacks and school supplies to needy children.

* Building a Network of Change-makers in Nepal:  More than 40 young leaders participated in “Generation Change” programs sponsored by the Office of the Special Representative for Muslim Communities in Kathmandu and Nepalgunj (once the hub of the Maoist insurgency).  The program unites a global network of young Muslims working on community-based service projects, building bridges between people of different backgrounds and faiths, and countering extremist narratives.  Pakistani-American trainer Wajahat Ali guided participants in developing leadership, public speaking, goal-setting, and teamwork skills.  Participants developed ideas to combat educational inequity, pollution and climate change, drug abuse, corruption, and unemployment. Selected participants will receive Public Affairs Section grants to make their projects a reality.

* Consulate General Jerusalem’s “Wise Leader Summer Camp” Graduates 24 Youth:  On July 24, Public Affairs Section Jerusalem held a graduation ceremony for 24 participants in “The Wise Leader Summer Camp.”  The camp guided participants through the process of creating a youth government, writing a youth-based constitution, and representing the needs of young people without being directly involved in any party.  The concept of the camp was developed by ACCESS [English language] and Yes [youth exchange] Program alumnus Abdallah Khalifah, who presented his idea at the Alumni Networking and Engagement Seminar in Jericho last April.  The Royal Industrial Trading Company in Hebron hosted the ceremony.

* Caucasus Youth Council Seeks to Influence Policy Debate:  An ECA alumni grant enabled forty Future Leaders Exchange Program (FLEX) alumni and young leaders from Armenia, Azerbaijan and Georgia to gather in Bazaleti, Georgia for a four-day workshop.  The alumni established the Caucasus Youth Council (CYC) to lay the foundation for future cooperation based on the principles of democracy, rule of law, and human rights. The resolutions adopted at the CYC General Assembly will be sent to the South Caucasus governments to be considered when developing policy.

* ECA Arts Envoy Encourages Women’s Empowerment in NepalArts Envoy and mural artist James Burns of the City of Philadelphia Mural Arts Program visited Kathmandu, from August 5-14, and conducted workshops and lectures on mural-making for over 200 local artists.  Also, 80-plus local residents participated in two days of “open painting” to help complete a public mural connected to Tewa, a philanthropic organization dedicated to empowering young Nepali women.

* ECA’s Institute for Women’s Leadership Broadens Horizons: Nineteen undergraduate women from Egypt, India, Morocco, Pakistan, and Sudan shared their impressions of the United States and the role of women in a democracy with Assistant Secretary Stock on July 27.  The women just concluded five weeks in the U.S as part of a Study in the U.S. Institute on women’s leadership. The students outlined their plans to become leaders in their communities after they return home.

* Study of the U.S. Institutes for Student Leaders Feature New Media in Journalism:  On July 20, Assistant Secretary Ann Stock addressed student leader participants in the Study of the U.S. Institute (SUSI) on New Media in Journalism.  These student leaders came from Bahrain, Iraq, Oman, Palestinian Territories, and Yemen, and participated in a program at Washington State University.  SUSI programs span 5-6 weeks and include academic study, leaderships development, and community engagement.


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