Battles to Bridges US Strategic Communication and Public Diplomacy after 9/11
by Zaharna, R.S.Format: Hardcover
Pub. Date: 2010-03-15
Publisher(s): Palgrave Macmillan
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Summary
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.
Author Biography
R. S. ZAHARNA is Associate Professor, School of Communication, American University.
Table of Contents
| List of Illustrations | p. ix |
| Acknowledgements | p. x |
| Introduction | p. 1 |
| Crisis Public Diplomacy | |
| America's Communication Problem | p. 11 |
| From global sympathy | p. 11 |
| To anti-American hostility | p. 14 |
| Beyond image - The bigger picture | p. 19 |
| Battle for Hearts and Minds | p. 29 |
| Public diplomacy wake-up call | p. 29 |
| The battle | p. 31 |
| Public diplomacy challenges | p. 47 |
| Search for Answers | p. 53 |
| Reports and recommendations | p. 53 |
| Lingering issues and blind spots | p. 58 |
| The battle continues (2005-2008) | p. 65 |
| Changing Dynamics | |
| Changing Dynamics and Strategic Vision | p. 73 |
| U.S. public diplomacy in retrospect | p. 73 |
| Traditional diplomacy to public diplomacy | p. 80 |
| Public diplomacy to "new public diplomacy" | p. 83 |
| Global communication era | p. 88 |
| The Soft Power Differential | p. 92 |
| Soft power dilemma | p. 92 |
| Mass communication - Wielding soft power | p. 94 |
| Network communication - Creating soft power | p. 96 |
| Soft power differential | p. 111 |
| Communication, Culture, and Identity in Public Diplomacy | p. 115 |
| Culture in international relations and public diplomacy | p. 115 |
| Explicit and implicit culture in U.S. public diplomacy | p. 118 |
| Cultural underpinnings of U.S. public diplomacy | p. 121 |
| Challenges of identity and culture in public diplomacy | p. 128 |
| Expanding the Vision of Strategic U.S. Public Diplomacy | |
| Strategy and Tactics: Conceptual Frameworks | p. 137 |
| From either/or to both | p. 137 |
| Information framework | p. 138 |
| Relational framework | p. 146 |
| Expanding the conceptual vision | p. 153 |
| Grand Strategy: From Battles to Bridges | p. 156 |
| Grand strategy, strategy, and tactics | p. 156 |
| U.S. public diplomacy grand strategy | p. 159 |
| Viability of the U.S. grand strategy | p. 162 |
| Redefining U.S. strategic goals | p. 166 |
| Epilogue | p. 174 |
| Notes | p. 185 |
| Index | p. 221 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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