Battles to Bridges: US Strategic Communication and Public Diplomacy after 9/11

by R. S Zaharna

Overview

This book tackles the pressing need to expand the vision of strategic US public diplomacy. It explores the interplay of power politics, culture, identity, and communication and explains how the underlying communication and political dynamics have redefined what 'strategic communication' means in today's international arena.

Product Details

ISBN-13:	9780230202160
Publisher:	Palgrave Macmillan UK
Publication date:	02/19/2010
Series:	Studies in Diplomacy and International Relations
Edition description:	2010
Pages:	233
Product dimensions:	5.60(w) x 8.60(h) x 0.70(d)

About the Author

R.S. Zaharna is an Associate Professor of Communication at American University in Washington, D.C. and was a Research Fellow with the Annenberg Center on Public Diplomacy at the University of Southern California, USA (2011-2013). She has written extensively on strategic communication and culture, and has addressed audiences in the United States, Europe, the Middle East, and Asia on the challenges of public diplomacy in a global communication era.

Table of Contents

List of Illustrations ix

Acknowledgements x

Introduction 1

Part I Crisis Public Diplomacy

1 America's Communication Problem 11

From global sympathy 11

To anti-American hostility 14

Beyond image - The bigger picture 19

2 Battle for Hearts and Minds 29

Public diplomacy wake-up call 29

The battle 31

Public diplomacy challenges 47

3 Search for Answers 53

Reports and recommendations 53

Lingering issues and blind spots 58

The battle continues (2005-2008) 65

Part II Changing Dynamics

4 Changing Dynamics and Strategic Vision 73

U.S. public diplomacy in retrospect 73

Traditional diplomacy to public diplomacy 80

Public diplomacy to "new public diplomacy" 83

Global communication era 88

5 The Soft Power Differential 92

Soft power dilemma 92

Mass communication - Wielding soft power 94

Network communication - Creating soft power 96

Soft power differential 111

6 Communication, Culture, and Identity in Public Diplomacy 115

Culture in international relations and public diplomacy 115

Explicit and implicit culture in U.S. public diplomacy 118

Cultural underpinnings of U.S. public diplomacy 121

Challenges of identity and culture in public diplomacy 128

Part III Expanding the Vision of Strategic U.S. Public Diplomacy

7 Strategy and Tactics: Conceptual Frameworks 137

From either/or to both 137

Information framework 138

Relational framework 146

Expanding the conceptual vision 153

8 Grand Strategy: From Battles to Bridges 156

Grand strategy, strategy, and tactics 156

U.S. public diplomacy grand strategy 159

Viability of the U.S. grand strategy 162

Redefining U.S. strategic goals 166

Epilogue 174

Notes 185

Index 221

Editorial Reviews

'R.S. Zaharna has written an important and timely intervention in debates about US strategic communications and offers new insight into the processes of American public diplomacy following the 9/11 terrorist attacks. The author embeds the empirical work within a rich theoretical framework to provide a comprehensive descriptive and analytical treatment of the subject... This will be considered a major work and will be used by students and scholars for many years to come.'- Professor Gary D. Rawnsley, Director of the Institute of Communications Studies, University of Leeds, UK

'R.S. Zaharna has consistently been in the top echelon of public diplomacy scholars. Her views are inevitably informed by both academic theory and professional practice. She fully understands the concept of strategic communications and its pillars in their diplomatic, military and media contexts. This long awaited book confirms that reputation. But, more importantly, it brutally analyzes why a huge gulf of misunderstanding has opened up since 9/11 between the western and Islamic worlds. Policy makers ignore this book at your - and our - peril!'- Professor Philip Taylor, Institute of Communication at the University of Leeds, UK

'Battles to Bridges fills a void in the literature, particularly with its emphasis on culture and intercultural communication as it relates to public diplomacy. The 'C' word is a major void in our PD discussion and literature and I can think of no better expert in this area than Dr. Zaharna to tackle this subject. Her work is theory-rich and well-researched, but she has the added ability of stepping outside the Ivory Tower to communicate her work with a wider audience.'- Dr Nancy Snow, Associate Professor of Public Diplomacy, Syracuse University Newhouse School and Sr. Fellow of University of Southern California, Center for Public Diplomacy, USA

'R.S. Zaharna is a leading voice bringing fresh insights to the study and practice of public diplomacy. Intelligent, lucid, and deeply knowledgeable, her book is essential reading for all who want to understand U.S. efforts to engage diverse global publics in the 21st century.' Bruce Gregory, Adjunct Assistant Professor of Media and Public Affairs,

The George Washington University, USA

'Battles to Bridges is a must piece for practicing diplomats.' Dr. John H. Brown, Adjunct Professor of Liberal Studies, Georgetown University, USA

'Battles to Bridges ... provides solid analysis of nation branding, the distinctions between propaganda and public diplomacy, the importance of ethics, and other topics that will prove valuable to experienced practitioners and scholars as well as to the public diplomacy novice. With this thoughtful, accessible book, Zaharna makes an important contribution to the study and practice of public diplomacy. '

Philip Seib, Director of the USC Centrer on Public Diplomacy, USA, and Scholar of the Year (2009), ISA, International Communication

From the Publisher