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The Layalina Review

VOL. V NO. 5, February 13-February 26, 2009

New Media Redefines Public Diplomacy

Carne Ross argues for Europe's World that public diplomacy is considered the "poorer cousin of hard core" real diplomacy and should be replaced with a more interactive approach. Ross criticizes the contradictions that existed under the Bush administration that promoted democracy while working with undemocratic regimes, and he invites foreign ministers and ambassadors to shape public opinion globally through the internet.

Ross states, "The internet brings with it the likelihood of an immediate chorus of voices to disprove overly extravagant claims or political hypocrisies." He implies that governments will be held accountable and it could be especially beneficial if the governments in question were to practice "what they preach."

Diplomats should by all means communicate their government's message, but must be aware that thanks to generational changes and new technology, the skepticism with which that message will be greeted has never been greater. He adds, "We the public must now beware of governments which just like commercial corporations infiltrate their messages into otherwise innocent soap operas, chat-rooms or movie scripts."

Joel Heinsfurther concurs for Diplomatic Courier that in the past eight years, public diplomacy has come to dominate official diplomacy and globalization has widely contributed to the change in curbing anti-American sentiment across the world. Diplomacy has evolved, according to Heinsfurther, as it no longer occurs between high-level government officials.

"Actual policy decisions made by top government officials can easily trump the success that public diplomacy initiatives have achieved," argues Heinsfurther. He further contends that in the age of globalization, diplomacy and international relations must occur simultaneously on all levels, official and grassroots, in order to succeed. Additionally, he argues that technology and the use of the internet to reach out to foreign audiences have played a critical role in the transformation of public diplomacy.

Online public diplomacy is indeed a growing phenomenon that keeps expanding, reports the National Journal. While face-to-face diplomacy will always be a mainstay at the State Department, the department explores the possibilities and limits of this newfound tool.

There is no doubt in my mind that we've barely scratched the surface as to what we can use to communicate with people around the world, Secretary of State Hillary Rodham Clinton said at a recent meeting with agency staffers in Washington, DC. She then emphasized that the State Department was losing ground, "because we are not prepared to communicate effectively with what is out there in the business world and the private world."

Former Under Secretary of State for Public Diplomacy, James K. Glassman underlined the importance of the government's role as a facilitator and convener during a USIP event on media and public diplomacy. "We think it's more effective than using a megaphone or preaching at people. What we want to do is encourage a conversation in which we are part," he said.

Unlike other means of communication such as radio and print media, which are only one-way tools, the internet has opened a forum that requires real engagement from people in participating in the public diplomacy debates.

Joshua Fouts of the consulting firm Dancing Ink Productions said that the State Department "has been very cautious regarding the use of new technology." He emphasized how "critically important" it is for Glassman's successor not to restrict engagement with the world to those outlets set up and controlled by the government. "If public diplomacy officers are not in the mix of [online conversation], then they're basically out of the game," Fouts warned.

Jeremy Curtin, coordinator of the State Department's Bureau of International Information Programs also pointed out that the department's vested interest is above all to advocate for US policies. While the lack of funding and expertise remain fundamental issues, "signs are there that Secretary Clinton will lead us in a direction to use technology to advance our communication mission."

Despite financial dilemmas, the main challenge lies in the fact that "Governments have always been driven by an effort to control information, but to be part of this conversation inherent in internet culture is to let go of control of information and roll with it," Fouts said. "That's very challenging to the culture of government. Bureaucracy abhors that." Back to articles.