VOL. V NO. 11, May 08-May 21, 2009

Mutual Interests and New Media

At the Soref Symposium organized by the Washington Institute, former Under Secretary James K. Glassman emphasized the importance of mutual respect and mutual interests in public diplomacy, specifically related to the public diplomacy of the Obama administration.

Glassman suggested that too much emphasis is put on negotiation and not enough on strategy. “Public diplomacy, which I would define as the use of words, images and non-violent deeds in order to understand, inform, engage and (most of all) influence foreign publics, as opposed to foreign officials, is not a policy either,” he argues.

Referring to his tenure, Glassman explained how he focused on “reducing threats and promoting freedom by emphasizing a war of ideas against violent extremists.” He reiterated that the most important factor in dealing with extremism in the Muslim world is pursuing mutual interests.

Glassman noted that for a strategy to be successful there needs to be a clear definition of what “our interests” are. Once interests are defined, a structure and a strategy are needed to carry out the government-wide public diplomacy and strategic communication effort, he added.

Glassman reiterated on his blog that the best way to engage and communicate strategically with foreign populations is through new media. He calls it, “Public Diplomacy 2.0, or Strategic Communication 2.0.”

According to him, PD 2.0 exploits three sets of tools: 1) social-networking technology, 2) public-private partnerships in which the USG is often merely a catalyst, and 3) interagency coordination. New media would promote engaging in real conversations and dialogue, which in turn would reflect confidence in US values, ideas and policies.

Glassman continued to explain that this method is a counter-strategy to the extremists who, “hate PD 2.0” since, “their ideas can’t stand the challenge of criticism and exposure.”

Lee Hudson Teslik explains for the Council of Foreign Relations how Elliott Schrage, Vice President of Global Communications and Marketing for Facebook, believes that new media is really about communications and outreach.

“To some extent,” Schrage argues, “Facebook and the tools associated with it are incredibly valuable, perhaps even more valuable for people who have clear messages or clear issues that they want to address.” Schrage hails the example of the Obama presidential campaign generating almost six million supporters on Facebook as a means of communicating Obama's policies, positions, and campaign activities.

According to Schrage, Facebook and other social networking sites are pivotal in creating authentic opportunities for people to change their perception of the world and of populations. “The information they get is culled not by some distant, remote editor, but by the editing skills, or by the opinions and ideas, of their friends,” he comments.

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