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Pacific Century Make an impact. Public Diplomacy education at USC: Two-year Master of Public Diplomacy (M.P.D.) One-year Professional Master of Public Diplomacy Mid-career Summer Institute in Public Diplomacy for professional diplomats Home of the USC Center on Public Diplomacy at the Annenberg School, online at www.uscpublicdiplomacy.com • 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 “the world’s premier research facility” in the field • Strong institutional relationships with embassies, government agencies and nongovernmental organizations around the world • Innovative perspective informed by Los Angeles’ role as international media capital and key position on Pacific Rim • Energetic and international student body annenberg.usc.edu The University of Southern California admits students of any race, color, and national or ethnic origin. EDITORIAL POLICY Public Diplomacy Magazine (PD Magazine) seeks con- tributions for each themed issue based on a structured solicita- tion system. Submissions must be invited by the editorial board. Unsolicited articles will not be considered or returned. Authors interested in con- tributing to PD Magazine should contact the editorial board about their proposals. Articles submitted to PD Magazine are reviewed by the editorial board, which is composed entirely of graduate students enrolled in the Mas- ter's of Public Diplomacy program at the University of Southern California. Articles are evaluated based on relevance, originality, prose and ar- gumentation. The editor-in-chief, in consultation with the editorial board, holds final authority for accepting or refusing submissions for publications. Authors are responsible for ensuring the accuracy of their statements. The editorial staff will not conduct fact checks, but edit submissions for ba- sic formatting and stylistic consistency only. Editors reserve the right to make changes in accordance with PD Magazine style specifications. Copyright of published articles remains with PD Magazine. No article in its en- tirety or parts thereof may be published in any form without proper citation credit. ABOUT PD MAGAZINE PD Magazine is a publication of the Association of Public Diplomacy Scholars (APDS) at the University of Southern California, with support from the USC Center on Public Diplomacy at the Annenberg School, USC Dana and David Dornsife College of Letters, Arts and Sciences School of International Relations, the An- nenberg 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 con- cepts in the study and practice of public diplomacy. PD Magazine is published bi-annually, in print and on the web at www.publicdiplomacymagazine.org. APDS The USC Association of Public Diplomacy Scholars (APDS) is the na- tion's first student-run organization in the field of public diplomacy. As an organization, APDS seeks to promote the field of public di- plomacy as a practice and study, provide a forum for dialogue and in- teraction among practitioners of public diplomacy and related fields in pursuit of professional development, and cultivate fellowship and camara- derie among members. For more information please visit www.uscapds.org. winter 2013 PD Magazine 1 RESEARCH & PUBLICATIONS The USC Center on Public Diplomacy (CPD) was established in 2003 as a partnership between the Annenberg School for Communication & Journalism and the School of International Relations at the University of Southern a. Californi 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 i and scholarsh p community. CPD Research seeks to enhance the academic discipline and practice of public diplomacy with projects BLANK focused on both traditional and new areas of public diplomacy. CPD Publications, written by public diplomacy scholars and practitioners from around the , world 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 he t study and practitioners. All issues are practice of public diplomacy. 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 EDITORIAL BOARD Editor-in-chief: Kia Hays Senior Editors: Oscar Castellanos del Collado, David Mandel, Timothy McBride, Sarah Myers, Riccardo Ruffolo Staff Editors: Reagan Cook, Meredith Deane, Colin Hale, Shannon Haugh, Siyu Li, Lauren Madow, Syuzanna Petrosyan, Amanda Rodríguez, Gabriel Shapiro, Emily Schatzle, Graham White, Amy Yu Zheng Production: Nick Salata Chromatic. Inc Faculty Advisory Board Nicholas J. Cull, Director, Master of Public Diplomacy Program, USC Phillip Seib, Director, USC Center on Public Diplomacy Ex-Officio Members Robert English, 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. Associate Professor of Media and Public Affairs and International Affairs, George Washington University Simon Anholt, Editor Emeritus, Journal of Place Branding and Public Diplomacy Geoffrey Cowan, Professor and Annenberg Family Chair in Communication Leadership, USC 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, Professor of Political Science, History and Law, USC Dornsife College of Letters, Arts and Sciences Cari Guittard, Principal, Global Engagement Partners. Adjunct Faculty, Hult IBS and USC Annenberg School for Communication & Journalism Markos Kunalakis, President, Washington Monthly William A. Rugh, US Foreign Service (Ret.) Crocker Snow, Edward R. Murrow Center for Public Diplomacy, Tufts University Nancy Snow, Professor of Communications, California State University, Fullerton; Adjunct Professor, IDC-Herzliya Lauder School of Government, Diplomacy & Strategy; Adjunct Professor, USC Annenberg School for Communication and Journalism Abiodun Williams, President, Hague Institute for Global Justice Ernest J. Wilson III, Dean and Walter Annenberg Chair in Communication, USC Annenberg School for Communication & Journalism summer 2013 PD Magazine 3 About The Cover by Oscar Castellanos del Collado This issue's cover playfully illustrates the transition from the "trans-Atlantic century" to the "Pacific century." We find the trans-Atlantic century represented by ancient European cartography symbols such as the 1630 "Nova Totius Terrarum Orbis" from Dutch cartographer Hendrik Hondius or the portrait of Italian explorer Amerigo Vespucci dressed in a green robe. In the original Hondius' map, the oval decorative frames contained potraits of Great European scientist. Those portraits are replaced by workers and professionals to depict the workforce driving the Asian nations' growth and to represent how the intensity of commercial ties veered from the Atlantic to the Pacific. Ancient maps were the result of great voyages of exploration. The discoveries made by seamen allowed tradesmen to extend their reach to peoples from around the world. Merchants weaved trade routes which consequently gave cities a flourishing life. Like the commercial activity between Europe and the West Indies in the 15th century, today we witness the intense economic and the increasing political activity taking place in the vast Pacific region. In the background we find a map from 1418 that displays the world according to the explorations made by the Chinese admiral, Zheng He. According to the Chinese characters inscribed in the original bamboo paper, it is possible to read the words"general chart of the integrated world." Today in the digital era, we use the cartography laid by Google to connect to each other. The Google Maps pins scattered in the metropoles from both sides of the Pacific serve as a representation of an integrated world. Like the ancient maps, this new digitalized cartography is shaping our sense of belonging to the world. Columbia | SIPA Journal of International
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