Been fun!

One last blog entry (for now) to say it's been fun doing this with you all! Great last official class today, read Laura McGinnis' live blog if you get nostalgic...cheers!

A Soft Power Straw Man

A continuation of the soft power debate at Foreign Policy.com

Ken Adelman, former US Ambassador to the UN proffers that if if Congress cuts the foreign aid budget, US influence will be unaffected. He cites a cohort of data that show that US aid has not improved the behavior of certain countries.

His argument is a straw-man for two reasons. First, he looks selectively at only certain recipients. There are also US allies who receive aid, such as Columbia, Mexico, the Philippines, Georgia, to name a few. Second, Adelman misunderstands what soft-power is. Aid is hard power, something tangible: you could cash the checks the US rights and throw all the money in the air. Soft-power is something entirely different. When ideals attract another country and induce it into a favorable course of action, that is soft power.

True, America's ideals don't promote themselves. Dedicated civil servants are necessary to promote our ideals. True, not everyone is attracted to US ideals, culture, etc., but no one will be if America does not promote itself. That is why cutting the State Department budget is so dangerous. Without money and the necessary staff, we cannot promote.

Japan's pop culture PD--what's that about??

After our talks in class about Japan's PD through its pop culture products, I've had to think quite a bit about the value of such images, and what they might accomplish for Japan. As I said after class, my kids played with Power Rangers, traded Pokemon cards, passed around Manga books (I still remember images from the book like the one you see here, and how much my son loved the wordless stories). We also all saw Spirited Away, a very bizarre
Japanese children's fantasy film, so all of these things were of interest to my kids as well as other young kids in the international community where we lived overseas.

Did they know that any of those things were Japanese? Probably not. They knew the products were Asian, I think, but not necessarily Japanese--mainly the kids just enjoyed the products.

So this gets back to the question, what do these products to for Japan? I have to think that rather than being a Japanese identifier, they at least help promote an industry of books, art and film worldwide. In that way, they serve the country's economic interests. I think realists would say that that's all that counts anyway, and it's a bonus if folks also like the products for their cultural or artistic value.

I'm sure Japan earns more money from its car and electronics industries, but I'll put out the question to others: How big of an industry are Japan's pop culture exports, and how much revenue do they garner? Does the manufacture and sale of those items put a lot of people to work, and really benefit Japanese citizens?

I would also ask, can we call it PD if it's in blatant support of a country's (largely private sector) economic interests? Isn't that part of what PD does in promoting a nation's interests??

Food for Peace

America's reliance on hard power has done its international image irreparable harm I believe. Harm that will take decades of altruistic intervention (who am I kidding, right?) to undo. But the food-for-peace program, where the U.S. sends food as a form of aid is a wonderful step in the right direction. While it often seems that the U.S. talks out of both sides of its mouth with regards to its moral righteousness, providing aid to malnourished and impoverished children is a great thing for U.S. PD.

Naomi Leight, over at USC blog, -http://uscpublicdiplomacy.org/index.php/newswire/cpdblog_detail/food_diplomacy_and_school_meals_for_peace/

disagrees. She claims that America no longer is the only nation capable of aiding those in need and the fact that we're all obese (sadly true) says that we can't even take care of our own children. Perhaps she's right. With the advent of factory farming and fast-food, fried chicken and french fries are now some of the cheapest foods available. No wonder America (and other nations) are fat. However, that is an issue all together different than what she is writing about, I think she's wrong about the food as a source of soft power. While we refuse to disband our innumerable military bases and continue to occupy sovereign nations, the least we can do is help counteract our bully image via something good. Something altruistic. Perhaps, something yummy. Since foreign aid is such an insignificant amount of the budget, it makes no sense to do anything but augment these types of programs. While America's greatest export is war, perhaps this food aid is a soft power step in the right direction...

A Fire Bell in the Public Diplomacy Night

Alarming read over at Foreign Policy.

Since today is the sesquicentennial of the start of the Civil War, a slavery-related analogy is in order.

In 1820, Thomas Jefferson said that the Missouri dispute "like a fire bell in the night, awakened and filled me with terror. I considered it at once as the knell of the Union." The Missouri Compromise delayed disunion until for 40 years, until 1860.

By cutting the State Department budget significantly, the Great Budget Compromise of 2011 may be the beginning of the end of American soft power.

For the GOP, the State Department cuts are only partially balanced budget. That party has always been a skeptic of State because diplomacy, public or not, does not conform to their view of a muscular foreign policy. Public diplomacy is especially suspect because, to them, American greatness should be self-evident To try to explain or promote America abroad implicitly contradicts that self-evidence. Your Correspondent believes equally in America's greatness, if not exceptional greatness. However, reasonable people recognize that those with completely different life experiences may not share that view. One of the jobs of U.S. public diplomacy, soft power, or whatever you call it, is to introduce foreigners to our country so that can make judgments about us based on something other than local orthodoxies.

Thankfully, Joseph S. Nye has sounded the alarm on the GOP's threat American soft power. Let all those who value comprehensive national power hope that legislators heed the advice of Mr. Nye and Secretary Gates.

-Jake

http://www.loc.gov/exhibits/jefferson/159.html

Smile Israel, you're on Candid Camera.

This is a bit short, but I thought it was worth mentioning.
Israel is planning on attaching a dedicated cameraman to squads of soldiers, much in the same way that every unit would have a dedicated radio, medical, and machine gun specialist. The idea, of course, is that the army will become more accountable for its actions, and there will be an appearance of transparency. Transparency is something that Israel could use, as allegations of abuses and war crimes mount up in the war against Hamas.

Of course, there is no way that Israel can prove that any images or footage released by the Army isn't doctored or edited - this is something that Israel recognizes, in fact. It makes me wonder, then who they are trying to impress with this initiative. The US and other allies are fairly firmly bound up with Israel, but perhaps the embattled nation is trying to rebuild bridges after the debacle with the aid ships last year. The Palestinians and other Arab nations will not be impressed by this program, and it seems that Israel, as we discussed in class, just isn't really "getting it" as far as who their target audience should be.

Get off My Back, Brutes.

Public Diplomacy in the United States does a good job of slandering the Chinese negligence of human rights. And for good reason. The Chinese have numerous problems preventing Western Europe and North America from taking them seriously when China claims to take steps to address concerns. 

But what about the greatest purveyor of violence in the world? The United States? 

How can the United States via Hillary Clinton disparage China when we have atrocities occurring in our own backyard (and in a country near you!). It's hypocritical. It's outrageous. Although China is right to call out the US on this non-sensical behavior, it doesn't excuse their complicity with human rights violations. Two wrongs don't make a right. 

Most Americans, I presume, influenced by media and our government's diplomacy messaging, only see things from an American ethnocentric mentality. But, the rest of the world and your smarter than average American knows better. Check the Rolling Stone article this week on the Kill Team. Or trying children as adults. Or waterbording/other torture. Or executing retards. Or.....etc. etc...

Although we may stand above China in regards to human rights, we're certainly no archetype of altruism and the phony schadenfreude is growing stale. 

http://www.huffingtonpost.com/2011/04/10/china-human-rights_n_847287.html

What Wine and Branding Have in Common

Even cheaper wines mark their year. No one has any illusion that giving the vintage makes the wine better. Rather, no self-respecting consumer would buy a wine without a vintage on it. “What, Yellow-Tail, you expect us to believe that every year is a vintage year?” The point is cheap wines have to pretend they belong in elite company for people to even consider them.

Therein lies the problem with China’s branding. China isn't globally pretentious enough. As Wang notes, “[t]he Chinese are too humble to promote China in international society.” (262) China is too defensive in nature, it is concerned especially about correcting misconceptions (Li, 6). Certainly, it has adopted a more proactive posture, setting up Confucius Institutes. However, although they teach Chinese values, they don’t make a claim of universality.

True, not all countries have to claim to have the best value system. Rather, they might pick a characteristic and promote that as their brand. However, these are mostly small and middle-tier powers. China wants to be a superpower, and so its branding must aspire to similar standards. That means China must proclaim it has superior culture and values, major powers such as France and America do.

Look the part, be the part.

-Jake

China's Soft Power in Developing Countries

I found Mingjiang Li's "Soft Power in Chinese Discourse: Popularity and Prospect" to have some interesting presentations of Chinese politicians and academicians in what constitutes China's soft power. I liked, for example, the mention by President Hu Jintao that China needs to ensure its soft power in four "environments:" in the international realm, with its neighboring countries, in its cooperative agreements "based on equality and mutual benefits," and in its media environment.

Historically, China has been seen as an aggressor both by its neighbors and now the rest of the world, particularly Western countries see China's growth as an economic and environmental threat, for example, so that's a tough one to overcome. Its media is also seen as being completely controlled by the state, which just doesn't sell in this day and age, even if you're trying to use media build a country brand. As Yiwei Wang says in "Public Diplomacy and the Rise of Chinese Soft Power," defining the Chinese brand is also a challenge, especially in a society that is evolving so quickly in so many ways.

Where China is making headway, and with a healthy dose of self-interest, is in its relationship and cooperative agreements with developing countries. All of the theory is spot on--promoting the idea of win-win relationships based upon equality and mutual benefits. In Africa, for example, even if you scratch the surface and say, this looks like the same ol' same ol', it is a refreshing change to many Africans after doing business with Western countries that have a colonialist spirit.

As most people know, China is going into business deals without putting "conditionalities" on loans, which doesn't exactly help with African countries' reform processes, namely with regard to governance and human rights, but it is a helluva lot less condescending than someone coming in and telling you how to resolve your problems. It is also resulting in the achievement of some great infrastructure projects. For example, in Angola, the Chinese are building roads in exchange for oil, with the guarantee being the oil that China is sure to receive, and needs for its own development and Angola finally has decent main artery roads that extend throughout the country. Win-win, commodities for basic infrastructure that African countries need to advance development, business interests, and everything else.

In other African countries China has also built schools, health clinics, and sports stadiums, and has refurbished old factories (if for example they judge them to have the potential to be viable). China has also sent doctors and other professionals to work where they're needed, and the folks who come over are paid very modest wages so their living standards are much more comparable to those of their African counterparts, another thing that is winning hearts in developing countries. The fact that China itself is a developing country means that it is more of a South-South relationship and is already endearing to many.

The Confucius Institutes are also a brilliant move! There are plenty of Chinese to staff them, and the ideas of Confucius are certainly one of the pieces of the Chinese brand that many people throughout the world are interested in and would like to know more about.

But the jury is still out, for example, on the development side with regard to what extent the relationships are really win-win, or whether China is just another big power that is in need of primary materials and is complicit in the rape of the African continent. The Chinese development model seems quite promising as part of the country's PD, and it is certainly meeting Chinese interests. If it succeeds over time, then watch out--China's successful PD efforts in this area may pay off dividends both now and even farther down the road in helping position the country to successfully compete in this international realm and meet its foreign policy goal of getting the raw materials it needs to ensure its own development.

UN, France in the Ivory Coast

As the NY Times reports in this article, France and the UN have entered into the conflict in the Ivory Coast, supporting democratically elected Alassane Ouattara against the former president  Laurent Gbagbo, who refused to step down from power after recent elections. I do not wish to discuss the "rightness" of this action - many bloggers, reporters, and commentators have already attested to Gbagbo's many crimes and faults, and that is not really the purview of this post. Instead, I'd like to comment on what is on its way to becoming a pattern. The UN, throughout its history, has been plagued with problems in its peacekeeping missions. Often, the UN troops are not allowed to take action, or may do so only in a limited way. While I do believe that protecting civilians and upholding the legitimate results of free elections is a worthy cause, I wonder at what the UN is saying about itself with the armed support of the Ouattara loyalists, and earlier this year, the Anti-Qaddaffi rebels.
In Libya, the UN has already recieved some criticism from some of its more prominent members (including Russia and China, who abstained from the vote), on the grounds that it is overstepping its boundaries and infringing on state sovereignty. I can't help but feel that the action in the Ivory Coast will produce the same result. It is hard to say as well, whether the people of both Libya and the Ivory Coast will feel any particular gratitude towards France and the UN. Although I can only assume that the UN has more reason to be in the Ivory Coast because of the humanitarian crisis, showing off the hard power of its forces would be a great boost to its soft power bargaining capabilities.

The Culture Problem

Edward Hall, in Beyond Culture writes of the problematic nature when engaging in communication cross-cultures. Given that Public Diplomacy 2.0 has increased access for others to learn about our own culture, does this do more harm than good. As this USC article states -http://uscpublicdiplomacy.org/index.php/newswire/cpdblog_detail/secretary_clintons_culture_complaint/
the perceptions other cultures have are often myopic or skewed. For example, Baywatch is replayed overseas which relays an image of Blondes in Bikinis. That's America. Moreover, the perceptions Americans have are just as skewed, as our information is siphoned off from select footage. Hopefully, with increased social networking, we'll be better able to grasp what other cultures are actually like, not just the sensationalist clips.

Reply to KAT at Group 3

Good post by KAT over at Grupo Numero 3

A Counterpoint:

I think those who advocate for “transformational diplomacy” are too bullish on the prospect of NGO’s improving nation brands. I cannot think of an instance in which a foreign NGO helped, willingly or inadvertently to boost another country’s brand. The closest example I can think of is Global Witness (I could be wrong on the name) a Canadian NGO, blew the whistle on conflict diamonds and helped create the Kimberly Process, which guards against conflict diamonds. They did not really improve the image of the countries were the diamonds were, but rather made the diamond industry look more responsible. NGO’s often seem more content with unearthing scandals and criticizing, and well they should be.

However, what is best from a PD perspective is not necessarily morally right. Keeping abuses under the rug can improve a brand more than confessing past sins.

-JDC

Mucking around to do better PD

I really like the readings this week concerning the idea of two-way communication, especially the Deos and Pigman piece on "Sustainable Public Diplomacy," and drove home what I've always hated about that "winning the hearts and minds" notion that U.S. PD was pushing around time of the Iraq war--it was a completely one-way message that was being sent out, almost love us or we'll gun you down kind of thing. I found it offensive and simplistic, something that no one was ever going to buy.

I also think that they make the point that soft power can be had on the cheap, so we'd better not think that it's something that we can somehow buy with our endless military resources. It's not, as Al Qa'eda has proven. The other notion I found intriguing, and am still mulling over, is what the limits of PD are in cases for example when you're not dealing with state actors, which is simply the world we live in now--is it PD when you're dealing with terrorists, or is it then some kind of unofficial mission or covert operation?

I find these questions particularly intriguing, and have been thinking about them in the case of our group's country study on PD in Pakistan. For example, with the problems in Kashmir, how do you begin changing the situation if you don't deal with the people who need to change and evolve, i.e., known terrorists? You simply have to deal with them somehow, even if through outside actors initially, and eventually find a way to bring them into the discussions.

That reminds me of the ex-combatants and child soldiers that I interviewed for USAID while working in Sierra Leone. Dialoguing with these groups was very difficult at first, and happened through humanitarian and religious organizations, those front line folks who are willing to integrate themselves into somewhat dangerous communities for long periods of time to gain both an understanding of local people to understand why they do what they do, and also to gain their trust as someone who genuinely wants to help make things better. In conflict situations, people are often motivated by how they can best make a living, and the best way to make a life for themselves and their families, which are very normal types of motivations. However, at the poorest levels of society they can be manipulated by the lure of more money, a better life, a better life in heaven if they're a martyr, etc. Once people start making decisions that are detrimental to themselves or others like committing violent or repressive acts, it requires a great deal of psycho-social counseling to get them back on track.

So where does the PD work come into all of this? The humanitarian aid that often includes psychosocial counseling is pretty much at the bottom of the chain, at the grass roots level, and the diplomats are often closed up in their embassies, or operating at the elitist level, far removed from such interventions.

So how can a PD expert hope to do his or her job without an understanding of all of this? Daryl Copeland urges diplomats to get out of their sheltered environments and muck around, and to establish connections at all levels in order to be able to effectively communicate out, and effect change. Says Copeland, "The art of persuasion and the identification of shared needs and interests will be key if the playing field is to be leveled and confidence, trust and respect, the pre-requisites of political progress, are to be nurtured."

I think the PD expert has to be in touch with everyone, from their counterparts in the host country government to businesspeople to farmers and excombatants, as in the case of many in Sierra Leone. Through effective interventions though, many excoms eventually became farmers, which was a small victory in many ways, and led them to a slightly better, and definitely more stable, more peaceful life.

Maybe in the Kashmir region of Pakistan, the dialogue has to start with terrorists, who if interventions are effective may also eventually become farmers, or businesspeople, or educators. The PD expert cannot do this work, but they should know about the issues and through effective communication with the people who are doing the work so that they can lend support to these societal transformations.

I know, I know, I'm such a damn Polyanna, but if the aims of diplomats overseas are ultimately to help people with issues relate to development and security, and an enlargement of the resource base for any given population--i.e., working in partnership with the people in the countries where diplomats serve to resolve these issues--then yes, I think that effective, informed PD to key audiences should be able to help us deliver those results. In the case of people actively at war, or terrorists plotting their net move, my problem solved is your problem solved, so to speak. If we can figure out what's going on and then figure out how to communicate that back and up effectively, then maybe we can in some ways help to level the world's playing field.

Punctuated Equilibrium in PD

In the study of evolution, some scientists have noticed that some evolutionary changes can take place suddenly, rather than gradually. There is a similar dynamic in PD. While countries spend billions executing long term plans to endear themselves to the world, sudden, consequential events can spoil the best laid plans. For example, Libya, led by Qaddafi's sons, had tried to cultivate an image of moderation and integration. That brand died in the few seconds it took Saif Al-Islam Qaddafi to say "we will fight till the last bullet" against protesters.

Since these moments are so important, governments should spend more time focusing on how to practice PD in an unpredictable crisis, like operation Odyssey Dawn. Long-term nation branding without preparation for contingencies is like putting up a tent without a rain-fly.

US Action in Libya: Moral, Diplomatic, or Both?

In the past few days, the United States, along with a coalition of other allied nations in the UN, has finally made the decision to launch airstrikes on Libyan President Moammar Qaddafi's forces. Although the the Joint Chiefs were relatively tight-lipped about the ultimate purpose of the airstrikes, it is clear that primary goals are the elimination of Qaddafi's aircraft and vehicles, and the establishment of a no-fly zone.

Really, though, the ultimate goal of the US and other coalition nations is to create a Libya that is more stable, predictable, and will be friendlier to the international community as a whole. Of course, a possible added benefit would be oil prices lowering due to an end to hostilities in Libya. Really, the fact that the UN has come in at this stage in the conflict is very much a "strategic communication" concern. If the UN were to intervene too early, it would be universally deemed a tool of imperialism; too late, and it would run the risk of being completely ineffective, while still losing face with both Qaddafi and the opposition forces.

Members of the opposition forces do seem to be grateful, if the Washington Post's account is accurate, but they do express some disappointment that the international community feels that they are incapable of winning on their own. It is most likely for this reason that UN coalition forces are not targeting Qaddafi himself. Assuming that Qaddafi is ousted by the opposition and a new government is created in Libya, the best the US and other nations can hope for is that the gratitude for UN assistance plays a role in whatever regime takes command. The US and other nations need to tread very carefully with whatever they do, and make sure to maintain a strong dialog with the opposition leadership, and whatever government emerges from the conflict, to ensure that there is as little sense of "foreign occupation" as possible. China and Russia, which abstained from the UN vote, have already lodged criticism of the military action as similar to the wars in Afghanistan and Iraq: violations of sovereignty. But the only people whose opinion really matters in this regard are the Libyans.

Cultural Diplomacy for Pakistan--Where Would One Start?

I enjoyed the candor of Richard Arndt's "The Hush Hush Debate," and his ideas on how one would set up shop as a cultural diplomat in a new country. Arndt says one would start by assessing: "1) relations that are flowing well and need no intervention other than awareness, back-pats and social interaction; 2) relations which have been established but which are not working as well as they should, requiring delicate reshaping and deepening over time; and 3) relations which are not yet in place, yet important enough to warrant pump-priming and jump-starting efforts to start things moving—a perfect example, five decades ago, might have been a genuine and widespread dialogue on Islam and its relationship to other religions, political systems and ideologies (it is not too late, by the way)."

Although our group work will focus on Pakistan-U.S. relations since the U.S. is such a major donor to Pakistan, several ideas come to mind, some of which concern Pakistani-U.S. relations, some of which don't, but all can be cosidered in trying to improve, encourage, or establish cultural exchanges that would enhance Pakistan's PD.

One of the ideas that came out in our group discussions, and something that Joseph Nye also advocates, was giving a voice to the Pakistani diaspora in the U.S.--it's probably the easiest way to have exchanges with elites and decision-makers, and it would be with people who could talk about Pakistani culture in way that would help Americans understand it better.

Another U.S.-focused initiative could be cultural performances and exhibitions, something along the lines of the series of events recently held at the Kennedy Center in DC to celebrate Indian culture, dance, music, film, and other trditional arts.

In addition, educational exchanges would be great, in particular bringing Pakistani university students and other leaders would promote better dialogue and understanding across cultures. Even military exchanges would be great, and might help promote trust where it is now clearly lacking.

The other direction where Pakistan could benefit from cultural exchanges is in its dealings with India. Here, Pakistan could work to strengthen and legitimize the cultural and educational exchanges that are already taking place. There is still an elitist attitude toward such people-to-people exchanges as not influencing country relations, but that is erroneous, and could be corrected with some historic knowledge of other exchanges that helped ease tensions between countries such as the twin cities and other cultural and educational exchanges that happened between France and Germany shortly after World War II.

Cultural exchanges that promote the arts, music and dance are also now being used in post-conflict environments to promote understanding as well as psycho-social healing, and to diffuse tensions. This might apply in Kashmir and in some of the border areas between Pakistan and India where tensions are high.

In addition, creating forums for religious dialogues that promote tolerance and greater understanding between Muslims, Hindus, Christians and people of other faiths would also help the India-Pakistan relationship, as Arndt also suggests. Such exchanges might have to take place in a third country, and in a well-structured and moderated context.

However, in our group discussions, we shot down almost every one of our own proposals because we concluded that the ideas would not be prioritized since internal security concerns take the upper hand in Pakistan right now, and people-to-people exchanges are poo-pooed by the elite as something the "common classes" might do, but that all of that isn't much connected to elites and their politics. I think though that we are being a bit defeatist. There are such divisions that these ideas might be a place to start, and to do, as Arndt suggests, some "pump-priming and jump-starting" to begin exchanges that are peaceful and constructive, and that humanize the "other" and promote greater understanding across cultures.

Luxembourg Promotes Sharia-Compliant Financial Instruments..hmmm...

I am researching many things that have to do with Luxembourg these days, and here's a tidbit that I found quite interesting--Luxembourg has been promoting itself (to Islamic countries I assume) as a country that has Sharia-compliant financial instruments. It is a shareholder, and its central bank a member of the International Islamic Liquidity Management Corporation (IILM). Other central banks involved are those of Indonesia, Kuwait, Iran, Malaysia, Mauritius, Niger, Qatar, Saudi Arabia, Sudan, Turkey, and the UAE.

So why am I mentioning this? I am of course wondering what the PD ramifications of these partnerships are. They are obviously promoted to Islamic countries, but I am imagining that Luxembourg doesn't brag about those partnerships outside of the specifric countries mentioned, otherwise what is obviously benefitting them financially could certainly begin to raise eyebrows with regard to this activity, and a tool designed to ease international financial flows between these particular states.

But the more I've been reading about Islamic finance, it actually has some pretty cool features. Interest is not allowed, and a contract based upon the occurance or non-occurance of future events is also not permitted. In addition, capital should have a social or ethical purpose beyond merely piling on more returns, and speculation is strictly forbidden. So Islamic financial instruments involve for example profit-sharing, joint ventures, asset-backed securities, buying and leasing equipment for a rental fee and so on, to respect these basic tenets. In principle, these are all non-risky ventures that should inspire investor confidence.

But then there's the stuff specifically linked to Islam: no financing of anything involving pork, alcohol, or gambling. Okay, whatever. But there's nothing really radical about these instruments. And with the exception of the pork thing (which even after living in Islamic countries for nine years I never have understood), the funds sound much like the U.S. equivalent to socially responsible investments.

Luxembourg also offers the advantage of "light regulation" and "unique advantages" with these instruments. Says Jean-Florent Richard, a senior associate who mans the Dubai desk at Loyens & Loeff Luxembourg, a Luxembourg investment firm, "Luxembourg is positioning itself as the first mover in the European Islamic finance sector in general, and Sharia’a-compliant investment funds in particular."

It's just that they SOUND bad--sharia-compliant investments? Yikes! Although the Luxembourg Government is said to be openly concentrating efforts to promote the development of Islamic finance, it doesn't loudly promote these (the investments do not appear in any obvious place on the official Luxembourg government website, even where private sector interests are promoted) but rather like the above example from a Luxembourg financial firm they appear to be letting the private sector do the promotional work for them. Businesses though are openly concentrating on these instruments.

In any case, it seems to be working for Luxembourg. More of their PD efforts specifically target Islamic countries of interest for these types of investments. Luxembourg could also be said to be differentiating itself in the financial sector through these partnerships--Switzerland, for example, is not on the list of countries involved. It also may help promotionally that Luxembourg still has a royal family...for those parts of the Middle East that have not yet undergone radical transformation, that is. Still, the sector is supposed to grow over the next ten years, and Luxembourg appears well-placed to take advantage of these investments.

Familiarity and Contempt

“Familiarity breeds contempt,” goes the saying. Looking back at the material we have covered so far, one of the central tasks for practitioners is to walk the fine line between making their culture available to others and respecting other countries cultural space. John Brown illustrated the later when he told us about the flood of B-movies going into Russia in the 1990’s. Those movies represented America just as much as any orchestra or dance-troupe.

Unfortunately, the model of PD that Peter Kovach illustrates in “Out from Under the Proscenium: A Paradigm for U.S. Cultural Diplomacy,” goes too far in the other direction. The problem with programs like the basketball trip and the musician exchange is that the more organic they become, the more they lose their message. Presumably, the PD is about building support for specific policies, or engendering a future atmosphere in which a nation’s freedom of action is greater. How exactly the two programs achieved such an objective is unclear. Making friends on a small scale with foreign publics, while a laudable goal, is not necessarily PD unless it fulfils those two aforementioned objectives.

US Cultural Diplomacy: Overlooking opportunity?

I'll be discussing Richard Arndt's blog post "The Hush-Hush Debate: The Cultural Foundations of U.S. Public Diplomacy" in brief.

Arndt enters into a fair bit of detail about the chronological decline of cultural diplomacy/policy in American foreign policy and public diplomacy programs. To me, the most interesting points raised in his post revolve around untapped and underutilized student and university programs. Or, more accurately, programs that are failing to remain relevant with the times. I find Arndt's proposition that the government promote the creation of new overseas outreach and development programs for graduate students particularly intriguing. With the economy the way it is right now, I can imagine that there are hundreds, if not thousands, of students that would jump at the chance to travel overseas and gain real experience in their field of study. By leveraging the student population, the US would have an enthusiastic, energetic, and competent diplomatic force abroad. Of course, this would require some baseline cultural training for the student ambassadors, to maximize their effectiveness in their host countries. Part of the cultural training would also necessarily include a test of "American" culture; not to create a cookie-cutter ambassador, but to ensure that we don't send people who are ethnocentric or parochial in their cultural views. The absolute best result would be a corps of ambassadors that are representative of American values and interests, without obviously being mouthpieces of the US government.

Commercial Diplomacy

I'm about to depart to Mexico for a week in the sun. And on TV coincidentally is a commercial marketing Mexico as the premier destination in the world. What's fascinating, is the news story I'm watching between commercials is describing the escalating violence enveloping much of the nation. Yet, wait for the commercials and you see a different Mexico altogether, one immune from the harrowing attacks. Interesting. Someone told me that the Mexican violence is largely sensationalized via U.S. media to scare American travelers enough to cancel Mexican excursions in favor of domestic vacations. Hence, the U.S, tourism lobby could potentially be lobbying media outlets, funneling negative stories to sabotage Mexican travel.

Wonder what I'll see in Mexico...

What International Broadcasting and the NFL Have in Common

For those who follow the NFL, the Jets-Patriots game was arguably the most compelling story line of the post season. All of the trash-talking in the media made the game so much better. While no one can “prove” that the Jets' trash-talking affected the outcome of the game, it got into the Pats' head. Wes Welker was uncharacteristically verbose and his coach benched him for the first series. Jets Coach Rex Ryan has a lot teach US officials, such as Walter Issacson, about international broadcasting.

Issacson, BBG chairman, says the “free flow of information will promote forces of tolerance and democracy.”[1] Certainly, an important element of IB is the transmitting of values. But values are but a thin veneer over the essential nature of IB At its core, though, IBis not that different from the swaggering, expletive-laden locker-room interviews and press conferences of the NFL. Teams talk up their skills and personal because if their opponents start thinking “hey those guys really are good” then the battle is already over. Similarly, nations want to extol their own values virtues and greatness to convince others of their own inferiority.

Furthermore, broadcasting on enemy countries shortcomings such as crime problems or poverty is really just a more sophisticated version of a meat-headed rant against another player. By getting into the opponent’s head, you make him question himself, disrupt his thought process, and make him engage in self-destructive behavior.

In light of these similarities, any compelling explanation of international broadcasting must recognize it as a tool of psychological warfare, not far removed from real conflict.

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[1] Celebrating 60 Years of RFE , Remarks by Walter Isaacson, Chairman, Broadcasting Board of Governors, President/CEO, Aspen Institute. 9/28/10, Washington, D.C>

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