The Long Road to Public Diplomacy 2.0: The Internet in U.S. Public Diplomacy.1 Nicholas J. Cull Professor of Public Diplomacy, USC Annenberg School for Communication, University of Southern California, 3502 Watt Way, Los Angeles CA 90089 Email:
[email protected] The revolution was not unexpected. Way back in November 1967, President Lyndon Johnson’s public diplomacy tsar, Leonard Marks, who as director of the United States Information Agency (USIA) oversaw U.S. engagement with public opinion around the world, spoke to the National Association of Educational Broadcasters. He presented “a Blueprint for a New Schoolhouse.” A vision of what he called “a worldwide information grid” lay at its core. Educators, he argued, needed not only to “collect knowledge electronically” but also “learn how to route it sensibly... or it will surely rout us.” This had ethical implications: “we must learn to share our knowledge with our neighbors so that all may benefit.” Marks imagined this worldwide grid linking Cambridge, Massachusetts with Cambridge, England; Moscow, Idaho and Moscow, U.S.S.R.; and centers of learning across the 1 Note: This paper began life as a contribution to the International interdisciplinary symposium Unclenching Fists: Dialogue and Diversity in Diplomatic Interaction, organized in Hamburg in May 2010. It was revised for the workshop “International Relationships in the Information Age,” April 1, 2012, International Studies Association, and I am grateful to all participants for their input and most especially to J.P. Singh who coordinated the process. Daniel Drezner, Archon Fung, Beth Simmons and J. P. Singh all provided extensive and helpful feedback.