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Innovations in PD PD Magazine Issue 8, Summer 2012 publicdiplomacymagaine.org Make an impact. EDITORIAL POLICY Public Diplomacy (PD) Magazine seeks contributions for each themed issue based on a structured solicitation system. Submission must be invited by the editorial board. Unsolicited articles will not be considered, or returned. Authors interested in contributing to PD should contact the editorial board about their proposals. Articles submitted to PD are reviewed by the editorial board, which is composed entirely of graduate students enrolled in the Masters of Public Diplomacy Public Diplomacy education at USC: program at the University of Southern California. Articles are evaluated based on relevance, originality, prose, and Two-year Master of Public Diplomacy (M.P.D.) argumentation. The editor-in-chief, in consultation with the editorial board, holds final authority for accepting or refusing submissions for publication. One-year Professional Master of Public Diplomacy Authors are responsible for ensuring the accuracy of their statements. The editorial staff will not conduct fact checks, but edit submissions for basic Mid-career Summer Institute in Public Diplomacy formatting and stylistic consistency only. Editors reserve the right to make changes for professional diplomats in accordance with PD style specifications. Copyright of published articles remains with Public Diplomacy (PD) Magazine. No article in its entirety or a part thereof may be published in any form without proper citation credit. ABOUT PD MAGAZINE Home of the USC Center on Public Diplomacy PD is a publication of the Asssociation of Public Diplomacy Scholars (APDS) at the Annenberg School, online at at the University of Southern California, with support from the USC Center on Public Diplomacy at the Annenberg School, USC College’s School of International Relations, www.uscpublicdiplomacy.com the Annenberg School for Communication and Journalism and USC Annenberg Press. Its unique mission is to provide a common forum for the views of both scholars and practitioners from around the globe, in order to explore key concepts in the study and practice of public diplomacy. PD is published bi-annually, in print and on the web at www.publicdiplomacymagazine.org. • Home of the nation’s first master’s degree program in public diplomacy • Combines the strengths of USC’s Annenberg School for Communication and Journalism and Dornsife College’s School of International Relations • Center on Public Diplomacy recognized by the U.S. State Department as APDS “the world’s premier research facility” in the field • Strong institutional relationships with embassies, government agencies and nongovernmental organizations around the world The USC Association of Public Diplomacy Scholars (APDS) is the nation's first student-run organization in the field of public diplomacy. • Innovative perspective informed by Los Angeles’ role as international As an organization, APDS seeks to promote the field of public diplomacy as a media capital and key position on Pacific Rim practice and study, provide a forum for dialogue and interaction among practitioners of public diplomacy and related fields in pursuit of professional development, and • Energetic and international student body cultivate fellowship and camaraderie among members. For more information please visit www.uscapds.org. Renewable resources were used to produce this publication. As a result, a donation to America’s Forests of forty trees was made on behalf of the Master of Public Diplomacy Program at the Annenberg School. This was annenberg.usc.edu made possible by Public Diplomacy Magazine’s participation in the Green Print Alliance. The University of Southern California admits students of any race, color, and national or ethnic origin. Editor-in-Chief: Jerry Edling Senior Editors: Anna Dawson, Jennifer Grover, Molly Krasnodebska, Aparajitha Vadlamannati Staff Editors: Karen Calderon, Oscar Castellanos del Collado, Meredith Deane, Jennifer Green, Kia Hays, David Mandel, Tim McBride, Sarah Myers, Riccardo Gaspare Ruffolo, Graham White Production: Scott Hardyman, Chromatic Lithographers – Layout & Design Faculty Advisory Board Nicholas J. Cull, Director, Master of Public Diplomacy Program, USC Philip Seib, Director, USC Center on Public Diplomacy Ex-Officio Members John S. Odell, Director, School of International Relations, USC Abby Kaun, Associate Dean of Academic Programs and Student Affairs, USC Annenberg School for Communication & Journalism Sherine Badawi Walton, Deputy Director, USC Center on Public Diplomacy International Advisory Board Sean Aday, Director, Institute for Public Diplomacy and Global Communication, George Washington University Simon Anholt, Editor-in-Chief, Journal of Place Branding and Public Diplomacy Geoffrey Cowan, Professor and Annenberg Family Chair in Communication Leadership Harris Diamond, CEO, Weber Shandwick Worldwide Pamela Falk, Foreign Affairs Analyst and Resident UN Correspondent, CBS News Kathy Fitzpatrick, Professor and Director of Graduate Studies in Public Relations, Quinnipiac University Eytan Gilboa, Professor of International Communication, Bar-Ilan University Howard Gillman, Dean, USC College of Letters, Arts and Sciences Cari Guittard, Senior Associate, Global Strategic Partners Markos Kounalakis, President, Washington Monthly Ambassador William A. Rugh, U.S. Foreign Service (Ret.) Crocker Snow, Director, Edward R. Murrow Center for Public Diplomacy, Tufts University Nancy Snow, Associate Professor of Communications, California State University, Fullerton and Faculty Research Fellow, Maxwell School, Syracuse University Abiodun Williams, Vice President of the Center for Conflict Analysis and Prevention, United States Institute for Peace Ernest J. Wilson III, Dean and Walter Annenberg Chair in Communication, USC Annenberg School for Communication & Journalism About the cover: Innovations and Public Diplomacy, By Oscar Castellanos del Collado The word Innovation is commonly defined with notions linked with generating ideas, a process in which the newest idea tends to superpose the older one; it also makes reference to the organizing process of inventions, a necessary circuit of knowledge leading to productivity. However, this cover is inspired in the inherent complementarity within the process of innovation. For the latter to be ignited, the encounter between one idea, which is usually the one in practice, and a second idea, which supposedly comes to existence to improve and finally replace the former idea, is a sine qua non condition. Thinking of innovation as this infinite series of encounters, leads us to consider the need of an opposite idea. The recognition of the latter and the progress it has engendered, suggests assembling puzzle pieces. This is where ultimately the complementary aspect of innovation lies. www.publicdiplomacymagazine.org 1 RESEARCH & PUBLICATIONS The USC Center on Public Diplomacy (CPD) was established in 2003 as a partnership between the Annenberg School for Communication and the School of International Relations at the University of Southern California. Since then, the Center has been dedicated to the practice of public diplomacy through its research, analysis and professional training initiatives – and has been recognized as a leader among the public diplomacy research and scholarship community. CPD Research seeks to enhance the academic discipline and practice of public diplomacy with projects focused on both traditional and new areas of public diplomacy. CPD Publications, written by public diplomacy scholars and practitioners from around the world affiliated with the Center, complement our research projects and strengthen academic literature in the field. CPD Research Projects CPD Perspectives on Public Diplomacy CPD pursues a broad range of research and scholarship, This unique series of papers developing empirical highlights critical thinking about research, policy the study and practice of public recommendations, and new diplomacy by CPD staff, fellows, theories and models to visiting scholars and enhance the study and practitioners. All CPD practice of public diplomacy. Perspectives are available for download from the Center’s website. The CPD Blog PDiN Monitor Follow the thoughts and This digital publication conversations of our features analysis, opinions researchers and scholars on and responses by researchers, our daily blog. CPD Bloggers scholars, students and and followers convene here to practitioners to current discuss issues like smart events in public diplomacy. power, cultural diplomacy and more. CPD Resources is home to the most comprehensive and fully searchable database of all things public diplomacy. COOPERATION THROUGH DIPLOMACY Visit us FROM THE EDITORS PROFESSIONAL TRAINING Issue 8, Summer 2012 The USC Center on Public Diplomacy (CPD) is a leading resource for The problem with predictions made by futurists, according to astrophysicist Neil de Grasse Tyson is that they’re frequently extrapolated from current trends. Decades ago the popular imagination (and popular fears) may have been fueled by the prospect of giant mainframe computers that would monopolize control and transform 1984 into 1984. Look back through the annals of technological prediction Established in 2006, CPD’s two-week Summer Institute in Public Diplomacy equips and it is possible to see such visions of the future as skies full of personal zeppelins. In the 1970s retrofuturism, the art of depicting the future as envisioned in the past, came into vogue, perhaps fostered by a growing maturity
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