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Asia Europe Workshop - Introduction to Public Diplomacy presentation

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Asia Europe Workshop - Introduction to Public Diplomacy presentation

  1. 1. PUBLIC DIPLOMACY IN ASIA-EUROPE RELATIONS Geneva 2 July 2014
  2. 2. DiploFoundation
  3. 3. • (McDowell)
  4. 4. Traditional vs Public Diplomacy state people power coercion attraction imposing convincing ideologies preferences secrecy transparency power-play mutual benefit mistrust credibility self-serving partnerships/networks directing facilitating win/lose wars for land win/win for values
  5. 5. ‘…efforts by the government of one nation to influence public or elite opinion in a second nation for the purpose of turning the foreign policy of the target nation to advantage’. Wilton Park, 2006 PD DEFINITION
  6. 6. • (McDowell)
  7. 7. CONCEPTS • PROPAGANDA/SPIN • SOFT POWER • PUBLIC RELATIONS • NATION BRANDING • STRATEGIC COMMUNICATIONS
  8. 8. ACADEMIA / THINK TANKS
  9. 9. SOFT POWER
  10. 10. Culture
  11. 11. TOP TEN BRANDS 2013 (Interbrand)
  12. 12. Soft power is the ability to get what you want through attraction Joseph Nye
  13. 13. PROPAGANDA OR PD? •
  14. 14. PSYOPS
  15. 15. NATION BRANDING Nothing is more important than reputation in the modern world
  16. 16. In truth, nation branding is the problem, not the solution Simon Anholt
  17. 17. Networks are the new communities
  18. 18. Revolution going viral’ - Seib
  19. 19. ANONYMOUS OCCUPY ‘Networks disrupt the exercise of power’ Alec Ross
  20. 20. • (McDowell)
  21. 21. The new public diplomacy is no longer confined to messaging... It is also about building relationships…and… facilitating networks at home and abroad. Jan Melissen
  22. 22. • (McDowell)
  23. 23. TWO-WAY DIALOGUE
  24. 24. Having public diplomacy is like playing a football match. Playing a game is good even when you don't care about winning or losing. One gets the chance to present his side and allow others to feel his existence. But one will definitely lose if he doesn't play at all. Fu Ying, Chinese Vice FM, 2010
  25. 25. PERCEPTIONS AND MISPERCEPTIONS
  26. 26. CULTURAL DIMENSION AND VALUES
  27. 27. CONNOTATIONS rebellion : civil war terrorist : freedom fighter young people : youths illegal alien : undocumented person apartheid wall : security fence jargon : precision difficulty : challenge
  28. 28. November 2011
  29. 29. UKRAINE 2012
  30. 30. TYPECASTING AND OTHERING
  31. 31. 2012
  32. 32. 2014
  33. 33. PARODY
  34. 34. “BORAT: Cultural Learnings of America for Make Benefit Nation of Kazakhstan”
  35. 35. .To be persuasive we must be believable; To be believable we must be credible; To be credible we must be truthful. It’s as simple as that. Murrow 1963
  36. 36. Truth is the best propaganda and lies are the worst Edward Murrow

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