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In international relations, public diplomacy or people's diplomacy, broadly speaking, is any of the various government-sponsored efforts aimed at communicating directly with foreign publics to establish a dialogue designed to inform and influence with the aim that this foreign public supports or tolerates a government’s strategic objectives.[1] As the international order has changed over the 20th century, so has the practice of public diplomacy. Its practitioners use a variety of instruments and methods ranging from personal contact and media interviews to the Internet and educational exchanges.

Background and definitions


In his essay "'Public Diplomacy' Before Gullion: The Evolution of a Phrase," Nicholas J. Cull of the USC Center on Public Diplomacy writes, "The earliest use of the phrase 'public diplomacy' to surface is actually not American at all but in a leader piece from the London Times in January 1856. It is used merely as a synonym for civility in a piece criticizing the posturing of President Franklin Pierce." Cull writes that Edmund Gullion, dean of the Fletcher School of Law and Diplomacy at Tufts University and a distinguished retired foreign service officer, "was the first to use the phrase in its modern meaning."[2] In 1965, Gullion founded the Edward R. Murrow Center of Public Diplomacy, and Cull writes "An early Murrow Center brochure provided a convenient summary of Gullion's concept":

Over time, the concept and definition has evolved by various practitioners

Standard diplomacy might be described as the ways in which government leaders communicate with each other at the highest levels, the elite diplomacy we are all familiar with. Public diplomacy, by contrast focuses on the ways in which a country (or multi-lateral organization such as the United Nations) communicates with citizens in other societies.[5] A country may be acting deliberately or inadvertently, and through both official and private individuals and institutions. Effective public diplomacy starts from the premise that dialogue, rather than a sales pitch, is often central to achieving the goals of foreign policy: public diplomacy must be seen as a two-way street. Furthermore, public diplomacy activities often present many differing views as represented by private American individuals and organizations in addition to official U.S. Government views.[6]

Traditional diplomacy actively engages one government with another government. In traditional diplomacy, U.S. Embassy officials represent the U.S. Government in a host country primarily by maintaining relations and conducting official USG business with the officials of the host government whereas public diplomacy primarily engages many diverse non-government elements of a society.[6]

Film, television, music, sports, video games and other social/cultural activities are seen by public diplomacy advocates as enormously important avenues for otherwise diverse citizens to understand each other and integral to the international cultural understanding, which they state is a key goal of modern public diplomacy strategy. It involves not only shaping the message(s) that a country wishes to present abroad, but also analyzing and understanding the ways that the message is interpreted by diverse societies and developing the tools of listening and conversation as well as the tools of persuasion.

One of the most successful initiatives which embodies the principles of effective public diplomacy is the creation by international treaty in the 1950s of the European Coal and Steel Community which later became the European Union. Its original purpose after World War II was to tie the economies of Europe together so much that war would be impossible. Supporters of European integration see it as having achieved both this goal and the extra benefit of catalysing greater international understanding as European countries did more business together and the ties among member states' citizens increased. Opponents of European integration are leery of a loss of national sovereignty and greater centralization of power.

Public diplomacy has been an essential element of American foreign policy for decades. It was an important tool in influencing public opinion during the Cold War with the former Soviet Union. Since the attacks of September 11, 2001, the term has come back into vogue as the United States government works to improve their reputation abroad, particularly in the Middle East and among those in the Islamic world. Numerous panels, including those sponsored by the Council on Foreign Relations, have evaluated American efforts in public diplomacy since 9/11 and have written reports recommending that the United States take various actions to improve the effectiveness of their public diplomacy.

The United States Advisory Commission on Public Diplomacy was established in the late 1940s to evaluate American public diplomacy effort. The Commission is a seven-member bipartisan board whose members are nominated by the President and confirmed by the United States Senate. William Hybl is the current chair, and other members include former Ambassadors Lyndon Olson and Penne Percy Korth Peacock, as well as Jay Snyder, John E. Osborn and Lezlee Westine.

This traditional concept is expanded on with the idea of adopting what is called "population-centric foreign affairs" within which foreign populations assume a central component of foreign policy. Since people, not just states, are of global importance in a world where technology and migration increasingly face everyone, an entire new door of policy is opened.[7]

Methods


There are many methods and instruments that are used in public diplomacy. Nicholas J. Cull divides the practice into five elements: listening, advocacy, cultural diplomacy, exchange diplomacy and international broadcasting (IB).[8]

International broadcasting remains a key element in public diplomacy in the 21st century[9], with traditionally weaker states having the opportunity to challenge the hegemony and monopoly of information provided by more powerful states.[10]

Methods such as personal contact, broadcasters such as the Voice of America, Radio Free Europe and Radio Liberty[11] exchange programs such as Fulbright and the International Visitor Leadership program, American arts and performances in foreign countries, and the use of the Internet are all instruments used for practicing public diplomacy depending on the audience to be communicated with and the message to be conveyed.[12]

See also


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