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Nontraditional U.S. Public Diplomacy: Past, Present, and Future Nontraditional U.S. Public Diplomacy: Past, Present, and Future Edited By Deborah L. Trent, Ph.D. The print edition of this volume was originally published by the Public Diplomacy Council of the United States in 2016. The Council gratefully acknowledges the opportunity to make this second, 2018 edition available digitally through the University of Southern California Center on Public Diplomacy. The Council also holds copyright to this edition. Nontraditional U.S. Public Diplomacy: Past, Present, and Future Edited by Deborah L. Trent, Ph.D. Nontraditional U.S. Public Diplomacy: Past, Present, and Future Published by the Public Diplomacy Council, Washington, DC Deborah L. Trent, Ph.D., Editor ISBN-13: 978-1533450364 ISBN-10: 1533450366 ©Copyright 2016. The Public Diplomacy Council All rights reserved. The views expressed in the chapters in this volume are those of the individual authors and do not necessarily reflect those of the U.S. Department of State or the U.S. government. Earlier Books in the Public Diplomacy Council Series The Last Three Feet: Case Studies in Public Diplomacy 2nd Edition Edited by William P. Kiehl, 2014 The Last Three Feet: Case Studies in Public Diplomacy Edited by William P. Kiehl, 2012 Local Voices/Global Perspectives: Challenges Ahead for U.S. International Media Edited by Alan L. Heil Jr., 2008 America’s Dialogue with the World Edited by William P. Kiehl, 2006 Engaging the Arab & Islamic Worlds through Public Diplomacy: A Report and Action Recommendations Edited by William A. Rugh, 2004 PUBLIC DIPLOMACY COUNCIL iii Public Diplomacy Council The Public Diplomacy Council (PDC)1 is a nonprofit organization committed to the study, profession, and responsible advocacy of U.S. public diplomacy as practiced across the globe. PDC members believe that understanding, informing, and influencing foreign publics, as well as dialogue and strong relationships among Americans and citizens abroad, are vital to the national interest and core elements of 21st century diplomacy. The PDC was founded in 1988 as the Public Diplomacy Foundation. Dedicated to fostering greater recognition of the craft in the conduct of international affairs, the Foundation evolved to serve also as a resource for the teaching, training, and development of public diplomacy as an academic discipline. In 2001, the Foundation joined with the George Washington University School of Media and Public Affairs and Elliott School of International Affairs to establish the Public Diplomacy Institute. The Foundation was reorganized as a member-based Council in 2002. The PDC regularly conducts educational, public awareness, and cultural programs. Its key partners are: the George Washington University Institute of Public Diplomacy and Global Communication; the Public Diplomacy Alumni Association; and the University of Southern California Annenberg Center on Communication Leadership & Policy. The PDC has no government connection and receives no financial support from any government source. As a 501(c)(3) organization, it relies on dues, grants, in-kind contributions, and corporate gifts. Donations to the Council may be tax-deductible. 1. See http://www.publicdiplomacycouncil.org/. CONTENTS v CONTENTS Acknowledgments Adam Clayton Powell III, President, Public Diplomacy Council ……….....................vi 1. Introduction Deborah L. Trent .............................................................................................................................1 2. Public Diplomacy: Can It Be Defined? Anthony C. E. Quainton .............................................................................................................25 3. Janus-Faced Public Diplomacy: Creel and Lippmann During the Great War John Brown ....................................................................................................................................43 4. The Uses and Abuses of Public Diplomacy: Winning and Losing Hearts and Minds Dick Virden ....................................................................................................................................73 5. America’s Image Abroad: The UNESCO Cultural Diversity Convention and U.S. Motion Picture Exports Carol Balassa .................................................................................................................................95 6. Diplomacy and the Efficacy of Transnational Applied Cultural Networks Robert Albro ................................................................................................................................121 7. Public Diplomacy Engages Religious Communities, Actors, and Organizations: A Belated and Transformative Marriage Peter Kovach ................................................................................................................................145 8. Nontraditional Public Diplomacy in the Iraq-Afghan Wars Or The Ups and Downs of Strategic Communicators Helle C. Dale ..................................................................................................................................171 9. Cultural Diplomacy Partnerships: Cracking the Credibility Nut with Inclusive Participation Deborah L. Trent .........................................................................................................................191 10. International Education and Public Diplomacy: Technology, MOOCs, and Transforming Engagement Craig Hayden .................................................................................................................................219 11. Funding International Scientific Research Activities as Opportunities for Public Diplomacy Jong-on Hahm ...............................................................................................................................248 12. Turning Point Brian E. Carlson ............................................................................................................................266 Index ....................................................................................................................................................................291 Acronyms ..........................................................................................................................................................299 Contributor Biographies ..........................................................................................................................301 vi NONTRADITIONAL U.S. PUBLIC DIPLOMACY ACKNOWLEDGMENTS This volume is the result of the work of many contributors who should be acknowledged, some dating back to the fall of 2013. That was the date of a day-long forum that was an inspiration for this book, a conference which discussed many of the themes addressed on the following pages. However, all of the authors whose work is represented here have updated or created entirely anew the chapters that follow. And we should acknowledge those who helped create and coordinate that 2013 conference, starting with our co-sponsors, the Public Diplomacy Alumni Association and the Walter Roberts Endowment, and including Walter Roberts himself, as he was a speaker at the conference. We also offer special thanks to Deborah Trent, who edited this book, devoting years of work to bring it into being. Her steady hand over the past three years has guided all of us to produce what follows. On the part of the Public Diplomacy Council and its members, we acknowledge all of these contributions with sincere thanks. Adam Clayton Powell III President Public Diplomacy Council 1 Introduction Deborah L. Trent* * I am grateful to Tara Schoenborn, former Public Diplomacy Council Graduate Fellow, for her assistance with early drafting of this chapter. 2 NONTRADITIONAL U.S. PUBLIC DIPLOMACY Since World War One, U.S. public diplomacy communication efforts toward audiences abroad have included information programs. Mid-20th century and into the early days of the U.S. Information Agency (USIA), exchanges of jazz greats, poets, and athletes were added to the public diplomacy landscape. The Cold War, U.S. civil rights conflict, Vietnam War, and other turbulent eras have also inspired nontraditional programs. They have complemented conventional efforts, boosting the capacity of U.S. public diplomacy to support national interests and increase mutual understanding. Today, the U.S. Department of State’s cultural, educational, and information exchanges of artists, professionals, rising leaders, scholars, journalists, and students are coupled with varied online programs involving academic coursework, scientific collaboration, cross-cultural video gaming, and virtual reality experiences. Public diplomacy practitioners engage in person and online with ever-diversifying transnational identities of non-state actors. During Thanksgiving week in 2015, the U.S. Consulate General of Naples prepared a meal for migrants of perhaps ten countries at a soup kitchen run by a local church. Amidst the unprecedented global count of people displaced by conflict, the United Nations Refugee Agency announced in June, 2016, that ten refugees would compete in the upcoming Olympics in Rio de Janeiro. On August 5th, ahead of the opening of the games, Secretary of State John Kerry greeted Team USA. He recognized the Eritrean refugee, female Muslim American fencer, and other team members for their humanitarian work and athletic achievements. In trying to understand and manage the shifting spaces for public diplomacy, implementers, policymakers, analysts, educators, and trainers must set priorities in
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