Public Diplomacy IR

Professor : Ambassador Paul Webster Hare

Email: [email protected]

Office Hours : Tuesdays and Thursday 1200-100pm

The class is intended for students who have a basic knowledge of how diplomacy works and the traditional features of diplomatic relations. It will also be of interest to students of international business and communications as public diplomacy is flourishing in the digital revolution.

Public diplomacy is the engagement of states, businesses and international NGOs with overseas publics. The class will cover the origins of its use, what methods are deployed and the reasons why it has become an essential part of all states’ diplomatic programs. The course will include case studies of how the practice has been used in diplomacy, the impact of improvements in transport, communication and information technologies, and how the activity differs from propaganda.

The course will analyze the impact on public diplomacy of new technologies, social media and the internet. It will compare and contrast the role of non-state and state actors in diplomacy. Public diplomacy is not just about positive engagement with publics but is also used by states to counter the initiatives of other states and groups, for example the widespread use of public diplomacy by terrorist and other groups which have different agendas from states. The power of the disrupter to undermine carefully crafted state initiatives will also be examined.

We will discuss the limits of what public diplomacy can achieve, the problems of measuring its results and how far it can replace the functions of traditional diplomacy. We will contrast the activity with public relations in business and discuss its links with the concept of soft power.

The programs of individual major participants in public diplomacy will be analyzed. States covered will include The United States, China and India. The public diplomacy strategies of important non-state actors like ISIS will be discussed including the reasons behind their success and the advantages they have over state actors.

In every class will discuss current events with relevance to public diplomacy so students should follow and analyze diplomatic developments which illustrate its use, it successes or failures.

Students will be required to write a paper of approximately 5000 words on a subject to be agreed with me. This may be a topic of interest to the global practice of public diplomacy or may take the form of a proposed strategy for an individual country or diplomatic grouping of countries. Students will be expected to demonstrate that they have drawn on at least 10 original sources. Papers written by graduate students must be of a minimum of 10000 words and draw on at least 20 sources. The paper will be due by the end of April 2016. As with all graduate level courses students will be expected to devote at least 12 hours a week to the course assigned readings, research for the extended paper and the weekly discussion of current events relevant to public diplomacy.

At the end of the class students will be equipped to show expertise in all aspects of public diplomacy – its objectives; its messages and target audiences: its methods, organization and results; and the problems of competing agendas in a globalized and digital world.

Academic Honesty

Without exception, students are expected to adhere to the Boston University Academic Conduct Code: http://www.bu.edu/academics/policies/academic-conduct-code/ In addition, because this course has a GRS component, the GRS Academic Conduct Code also applies: http://www.bu.edu/cas/students/graduate/forms-policies-procedures/academic-discipline-procedures/

Grading

The grading will be based on a midterm exam (20%), final (30%), a research paper (25%) and class participation (25%)

REQUIRED READING

Front Line Public Diplomacy: How US Embassies Communicate with Foreign Publics William A. Rugh, Palgrave Macmillan, 2014

Making Diplomacy Work : Intelligent Innovation for the Modern World, Paul Webster Hare, SAGE CQ 2015

Routledge Handbook on Public Diplomacy, Nancy Snow and Philip M Taylor, New York, 2009 ( Referred to as Routledge) Available online at http://bdinstitute.org/wp-content/uploads/2012/02/A1- handbookofpublicdiplomacy.pdf

All books can be purchased at Barnes and Noble store at BU or through online websites.

WEEK 1

WHAT IS PUBLIC DIPLOMACY?

Definition of Public Diplomacy. How Does it Differ from Propaganda and Public Relations? http://fletcher.tufts.edu/Murrow/Diplomacy

Jacques Ellul : Propaganda : The Formation of Men’s Attitudes : Vintage Books New York 1973. http://www.swaraj.org/shikshantar/propaganda.htm Public Diplomacy: Sunrise of an Academic Field Bruce Gregory Annals of the American Academy of Political and Social Science Vol. 616, Public Diplomacy in a Changing World (Mar., 2008), pp. 274-290

Public Diplomacy, Jan Melissen. Chapter 11 in ‘Diplomacy in a Globalizing World. Theories and Practices’ , edited by Pauline Kerr and Geoffrey Wiseman, Oxford University Press 2011.

WEEK 2

HISTORY OF MODERN PUBLIC DIPLOMACY

Routledge Pages 18-24. Public Diplomacy before Gullion, Nicholas Cull

Nicholas Cull Public Diplomacy: Lessons from the Past http://uscpublicdiplomacy.org/sites/uscpublicdiplomacy.org/files/legacy/publications/perspe ctives/CPDPerspectivesLessons.pdf

A Brief History of US Public Diplomacy http://www.usdiplomacy.org/diplomacytoday/contemporary/public.php

WEEK 3

OBJECTIVES OF MODERN PUBLIC DIPLOMACY

Rugh PART I: THE CONTEXT 1. Legacy: Philosophy and Legal Basis 2. Public Diplomacy Personnel as FSOs

Making Diplomacy Work Chapter 7.

Public Diplomacy How to Think About It : How to Improve It. Charles Wolf Jr . Brian Rosen http://www.rand.org/content/dam/rand/pubs/occasional_papers/2004/RAND_OP134.pdf

Mark Leonard : Public Diplomacy, The Foreign Policy Center. http://fpc.org.uk/fsblob/35.pdf

The Paradox of American Power : The Information Revolution, pages 43-71, Joseph Nye, Oxford University Press, 2002

WEEK 4

MESSAGES, METHODS AND TARGET AUDIENCES

Making Diplomacy Work Chapter 7

Richard Stengel, US Under Secretary for Public Diplomacy . http://www.state.gov/r/remarks/221768.htm New Technologies and International Broadcasting, Reflections on Adaptations and Transformations: Monroe E Price, Susan Haas and Drew Magolin, University of Pennsylvania, Scholarly Texts, 2008

Valuing Exchanges of Persons in Public Diplomacy, Nancy Snow in Routledge, pages 233-247.

Mark Kilbane, ‘Military Psychological Operations in Public Diplomacy’, in Routledge, pages 187-191

‘Is There an Audience for Public Diplomacy’ Kim Andrew Elliot, New York Times November 16th 2002

British Council Target Audiences. https://pdnetworks.wordpress.com/2011/01/09/british- council-target-audiences/

Examples of Public Diplomacy Methods. Shanghai World Expo, Radio Marti, Al Ahurra, British Council, US Peace Corps. Students will be asked to research specific examples, successful or otherwise.

WEEK 5

ORGANIZATION AND RESULTS

Pew Research Surveys http://pdaa.publicdiplomacy.org/?p=990

US Favorability Ratings: Pew Research Survey: http://www.pewglobal.org/2015/06/23/global-publics-back-u-s-on-fighting-isis-but-are- critical-of-post-911-torture/

Assessing US Public Diplomacy. A Report by the US Advisory Commission on Public Diplomacy 2010.

http://www.state.gov/documents/organization/149966.pdf

Rouledge pages 111-165

Rugh PART II FIELD OFFICE MANAGEMENT 3. The Public Affairs Officer 4. Contacts and Personal Networking

We Meant Well: American Public Diplomacy. Huffington Post May 2nd 2012 http://wemeantwell.com/blog/2012/05/02/american-public-diplomacy/

WEEK 6

THE UNITED STATES APPROACH

America’s Dialogue With The World: The US Department of State, http://2001- 2009.state.gov/g/wi/56587.htm

A Resource Guide to Public Diplomacy Evaluation , Robert Banks, University of Southern California, Annenberg Center, Figueroa Press http://uscpublicdiplomacy.org/sites/uscpublicdiplomacy.org/files/legacy/publications/perspe ctives/CPD_Perspectives_Paper%209_2011.pdf

‘Repairing American Public Diplomacy : William Rugh In Arab Media and Society, http://www.arabmediasociety.com/articles/downloads/20090209134326_AMS7_William_Ru gh.pdf

‘Public Diplomacy as Loss of World Authority’: Michael Vlahos, in Routledge Handbook on Public Diplomacy pages 24-38.

‘Leading Through Civilian Power,” Hillary Clinton in Foreign Affairs, November/December 2010.

WEEK 7

PUBLIC DIPLOMACY OF CHINA AND INDIA

Beijing's Public Diplomacy Challenge.The Diplomat Arthur Guschin. December 19, 2013 http://thediplomat.com/2013/12/beijings-public-diplomacy-challenge/

Chinese Soft Power and Public Diplomacy : An Analysis of China’s New Diaspora Engagement in the XI Era. Shen Jing http://www.eai.or.kr/data/bbs/eng_report/201404011627122.pdf

India, China and the New Public Diplomacy, http://www.eai.or.kr/data/bbs/eng_report/201404011627122.pdf Elizabeth C Hansen

Gary Rawnsley: ‘China Talks Back’ in Routledge, 282-291.

Why China’s Propagandists Love the Internet, Gary Rawnsley, Foreign Policy July 2015 https://foreignpolicy.com/2015/07/21/why-chinas-propagandists-love-the-internet/

Further reading:

David Shambaugh, China Goes Global: The Partial Power, (Oxford: Oxford University Press, 2013). Shashi Tharoor, Pax Indica: India and the World of the 21st Century, (Penguin: New Delhi, 2012).

WEEK 8

OTHER COUNTRIES

Russia Public Relations Review Volume 40, Issue 3, September 2014, Pages 440–449 Russian public diplomacy in the 21st century: Structure, means and message. Greg Simon

Germany

Routledge pages 262-270. German Public Diplomacy: The Dialogue of Cultures, Oliver Zöllner

Public Diplomacy in Germany. Claudia Auer and Alice Srugies, USC Annenberg Center on Public Diplomacy, June 2013 http://uscpublicdiplomacy.org/sites/uscpublicdiplomacy.org/files/legacy/publications/perspe ctives/CPDPerspectives_Paper_5_2013_German.pdf

Iran

Understanding Iran’s Media Diplomacy : Pierre Pablavi : Isarel Journal of Foreign Affairs, Vol VI (2) 2012 http://www.israelcfr.com/documents/6-2/6-2-3-PierrePahlavi.pdf

WEEK 9

PUBLIC DIPLOMACY IN THE MUSLIM WORLD

Public Opinion Research and Public Diplomacy. Mark Lynch.

http://www.marclynch.com/wp-content/uploads/2011/04/Public-Opinion-and-Public- Diplomacy.pdf

Changing Minds. Winning Peace . A New Strategic Direction For US Public Diplomacy in the Arab and Muslim World. US House of Representatives Appropriations Committee. Edward Djerejian

http://www.state.gov/documents/organization/24882.pdf

The Unintended Consequences of Crisis Public Diplomacy: American Public Diplomacy in the Arab World. A.S Zaharna, American University June 2003

http://www.american.edu/soc/faculty/upload/zaharna-Crisis-Public-Diplomacy-03.pdf

US Public Diplomacy in the Arab World : The News Credibility of Radio Sawa and Television Alhurra in Five Countries. Mohammed El-Narwawy, http://www2.gsu.edu/~wwwaus/research/research_2006.pdf

Public Diplomacy in a Changing Middle East. Tara Sonenshine Under Secretary for Public Diplomacy and Public Affairs January 16, 2013 http://www.state.gov/r/remarks/2013/202945.htm

A Call for Public Diplomacy Between the U.S. and Iran. John Letmann, Huffington Post September 30th 2013 The Great Satan vs. the Mad Mullahs: How the United States and Iran Demonize Each Other by William O. Beeman. University of Chicago Press, 2008

WEEK 10

SOFT POWER AND PUBLIC DIPLOMACY

Global Power Shifts, Joseph Nye TED TALK http://www.ted.com/talks/joseph_nye_on_global_power_shifts

Soft Power, Hard Power and Leadership : Joseph Nye , Harvard Kennedy School. http://www.hks.harvard.edu/netgov/files/talks/docs/11_06_06_seminar_Nye_HP_SP_Leade rship.pdf

Can China Do Soft Power? Jeremy Goldkorn, The Atlantic, April 11th 2013 http://www.theatlantic.com/china/archive/2013/04/can-china-do-soft-power/274916/

The Rise of China’s New Soft Power: This time it is not the Confucius Institute; it is China’s new type of think tanks. By Dingding Chen The Diplomat June 9th 2015

Soft Power and Public Diplomacy : The Case of the European Union in Brazil. Maria Luisa Aspiroz, USC Center of Public Diplomacy, 2015 http://uscpublicdiplomacy.org/sites/uscpublicdiplomacy.org/files/useruploads/u33041/Soft %20Power%20in%20Public%20Diplomacy%20-%20Full%20Version.pdf

WEEK 11

WIDER IMPACT OF TECHNOLOGIES AND SOCIAL MEDIA

Technology and Public Diplomacy. David Stephen, 2008 http://www.demos.co.uk/files/File/Transformational_Diplomacy_technology_talk_200608.p df

Can social networking fix U.S. image? Victoria Esser Politico 2/4/2009 http://www.politico.com/news/stories/0209/18353.html

The use of Social Media in Public Diplomacy: Scanning e-diplomacy by Embassies in Washington DC. Take Five. Jeanette Gaida February 19, 2013 http://takefiveblog.org/2013/02/19/the-use-of-social-media-in-public-diplomacy-scanning- e-diplomacy-by-embassies-in-washington-dc/⋅

How Social Media Affects Diplomacy, Joseph Marks, Defense One, February 2014. http://www.defenseone.com/technology/2014/02/how-social-media-affects- diplomacy/79016/ Anne Marie Slaughter. “Power in a Networked Century,” Foreign Affairs January/February 2009, pages 94-113

Making Diplomacy Work: Chapters 10 and 11.

The Good The Bad and The Ugly of Digital Citizenship, Andreas Sandre, Embassy of Italy in USA, 5/23/2014 http://www.huffingtonpost.com/andreas-sandre/the-good-the-bad-and- the-_7_b_5380070.html

WEEK 12

THE CASE OF ISLAMIC STATE AND ITS PUBLIC DIPLOMACY

Public Diplomacy, The New Media and Counterrorism, Philip Seib, The Annenberg Center, USC, 2011.

http://uscpublicdiplomacy.org/sites/uscpublicdiplomacy.org/files/legacy/publications/perspe ctives/CPDPerspectives_P2_2011.pdf

ISIS Is Winning The Public Diplomacy War, US Concludes, New York Times June 12the 2015, Mike Mazzetti and Michael Gordon http://www.nytimes.com/2015/06/13/world/middleeast/isis-is-winning-message-war-us- concludes.html?_r=0

‘Time to Whip ISIS on the Internet, Part 3. Getting Public Policy Right, James Glassman, Tech PolicyDaily.com August 25th 2015.

Can the U.S. Counter ISIS on Social Media? Guy Golan, Huffington Post July 31st 2015http://www.huffingtonpost.com/guy-golan/can-the-us-counter-isis-o_b_7912020.html

WEEK 13

BUSINESS AND NON-STATE ACTORS IN PUBLIC DIPLOMACY

What’s different about Public Diplomacy and Public Relations/Corporate Social Responsibility for Non State actors?- Business and nongovernmental organizations

Routledge Pages pages 195-231. 16. American Business and Its Role in Public Diplomacy Keith Reinhard 17. The Public Diplomat: A First Person Account Peter Kovach 18. The Case for Localized Public Diplomacy William P. Kiehl 19. The Distinction Between Public Affairs and Public Diplomacy

New Media Tools and Public Diplomacy. Council on Foreign Relations Interview with Elliot Schrage, VP of Facebook 2012, http://www.cfr.org/diplomacy-and-statecraft/new-media- tools-public-diplomacy/p19300

Public Relations and Public Diplomacy : Conceptual and Practical Connections, Fitzpatrick, Fullerton, and Kendrick, Public Relations Journal, www.prsa.org/Intelligence/PRJournal/Documents/2013FitzpatrickFullertonKendrick.pdf Business for Diplomatic Action examples http://www.businessfordiplomaticaction.org/category/who-we-are/

Silicon Valley’s Foreign Policy. Ernest J Wilson III USC Perspective in Public Diplomacy 2012 http://uscpublicdiplomacy.org/sites/uscpublicdiplomacy.org/files/legacy/publications/perspe ctives/CPDPerspectives_Paper9_SiliconValley.pdf

WEEK 14

The Future of Public Diplomacy – Wrap-Up

Routledge pages 325-363

.