Public diplomacy
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In international relations, the term public diplomacy is a term coined in the 1960s to describe aspects of international diplomacy other than the interactions between national governments. It has been closely associated with the United States Information Agency, which used the term to define its mission.
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 - according to the definition at the USC Center on Public Diplomacy (http://www.uscpublicdiplomacy.org) - focuses on the ways in which a country (or multi-lateral organization such as the United Nations) communicates with citizens in other societies. 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.
Film, television, music, sports, video games and other social/cultural activities are enormously important avenues for otherwise diverse citizens to understand each other, and can be seen as integral to the international cultural understanding which a modern public diplomacy strategy should try to support. 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 good 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. The extra public diplomacy benefit this provided was that the more business the countries did together, the more ties among member states' citizens increased: this social interaction catalysed greater international understanding.
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Public diplomacy as beyond propaganda
After the dissolution of the USIA in 1999, the term has continued to be used within the US government, especially the US Department of State. It has been used most often as the foreign policy equivalent of the term public relations, but embodies a much broader frame than this.
Aside from the use of media like the Voice of America, it also includes other kinds of interaction with the public in other countries. Arranging student exchange programs, hosting seminars, and meeting with foreign business and academic leaders are all considered public diplomacy. Indirect public diplomacy includes the everyday activities of citizens internationally, such as everyday cultural activities and products such as films, tourism, theatre, and internet discussion.
The term public diplomacy clearly originated as a euphemism for propaganda. However, this definition is a somewhat old-school definition, as more sensitive practitioners embody an intercultural, 'learning' approach to public diplomacy, with an emphasis on dialogue rather than propaganda.
A history of the term "public diplomacy"
According to publicdiplomacy.org (http://www.publicdiplomacy.org), a website sponsored by the USIA Alumni Association,
The term public diplomacy was first used in 1965 by Edmund Guillion, a career diplomat, in connection with the foundation of the Edward R. Murrow Center at Tufts University's Fletcher School of Law and Diplomacy.
The Murrow Center brochure described public diplomacy as the: “the influence of public attitudes on the formation and execution of foreign policies. It encompasses dimensions of international relations beyond traditional diplomacy . . . [including] the cultivation by governments of public opinion in other countries; the interaction of private groups and interests in one country with those of another . . . (and) the transnational flow of information and ideas."
While Guillion and the Murrow Center were the first to use the term public diplomacy, their definition remains contested and controversial. Today, there is no one definition of public diplomacy, there are many definitions (links to other definitions (http://www.uscpublicdiplomacy.org/index.php/about/whatis_pd)).
The dictionary definition of the word propaganda is "The systematic propagation of a doctrine or cause or of information reflecting the views and interests of those advocating such a doctrine or cause." Notice that the definition says nothing about whether the material is or is not true; the essence of propaganda is that it is distributed with the intention of supporting a cause. The word literally means "that which ought to be propagated" and originated in the Catholic Church to describe the church agency responsible for evangelising. See the article on propaganda for more detail.
In the United States, however, the word "propaganda" carried and carries the connotation of falsehood. The USIA has always maintained that its agencies, such as the Voice of America, are truthful. In a famous remark, Edward R. Murrow, then director of the USIA, said:
- "Truth is the best propaganda and lies are the worst. To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful. It is as simple as that."
Broadly speaking, then, until recent times, public diplomacy has traditionally meant truthful propaganda.
Examples of usage
James Fallows quotes Stephen Van Evera, a member of the MIT Securities Studies Program, in reference who says that the U. S. in Iraq has not done enough to win over Iraqis:
- "We may underestimate our ability to wage this kind of political warfare. Public diplomacy—propaganda, if you will—should play a large role. Where are the coffee-table books about the atrocities committed by Saddam Hussein?
References
- Fallows, James (2005) "Success without Victory," The Atlantic Monthly, 295:1 p. 80 (Evera quotation)
External links
- Example of term being used (http://www.theage.com.au/news/Iraq/Bush-admits-Iraq-war-helped-extremists/2005/01/19/1106074809178.html) by President George W. Bush in relation to the Middle East - January 19, 2005 The Age