Soft Power and American Communications with the World

1. Soft Power and AmericanCommunications with the World Dr. Nancy Snow William K. Fung Interdisciplinary Workshop “Communicating with Skeptical Audiences” Yaffe Center for Persuasive Communication University of Michigan October 16, 2003 www.nancysnow.com

2. Soft Power • n. Power based on intangible or indirect influences such as culture, values, and ideology. (www.wordspy.com) • Has become an oft-referenced, ill-defined term of the 1990s and beyond

3. Soft Power Origin • Term “soft power” first coined by Dean Joseph Nye of the Harvard Kennedy School of Government in 1990 • “…the richest country in the world could afford both better education at home and the international influence that comes from an effective aid and information program abroad. What is needed is increased investment in "soft power," the complex machinery of interdependence, rather than in "hard power" — that is, expensive new weapons systems.—Joseph S. Nye, Jr., "The misleading metaphor of decline," The Atlantic, March 1990

4. Soft Power= Culture Power • Soft Power lies in cultural values and how the U.S. handles, behaves, acts toward, engages and influences the world • Emphasis is on co-option over coercion • Los Angeles megapolis and Hollywood are the central nervous system for soft power • US is soft power superman: blessing and our curse • World has love/hate relationship with US soft power advantage (We Hate You but Send Us Your Baywatch)

5. What Others Can Teach US Nye nominates Canada, the Netherlands and the Scandinavian countries as states whose political influence is greater than their hard power would permit. The explanation lies in their astute manipulation of soft power.—Paul Kelly, "Soft option for hard heads," The Weekend Australian, June 8, 2002

6. The Soft Power Advantage • Soft power not brand-new nor is the USG the first to try to utilize culture to its advantage (France, Italy, Germany, UK) • US a relative latecomer to utilizing culture for diplomatic purposes (WWI CPI) • Soft power country advantage: (1) when culture and ideas match prevailing global norms of liberalism, pluralism, and autonomy (US advantage +) (2) those with greater access to multiple communication channels (ICT) that can influence how issues are framed in global news media (US advantage++) (3) when that country’s credibility is enhanced by domestic and international behavior (US disadvantage --)

7. U.S. Soft Power • U.S. should emphasize synergistic practices such as building mutual understanding, global community values, not U.S.-led democratic values (We hold no patent on soft power or democratic principles) • Acknowledge dialogue and dissent in U.S. overseas practices

8. Soft Power Paradox Surveys show that Arabs and Muslims admire the universal values for which the United States stands. They admire, as well, our technology, our entrepreneurial zeal, and the achievements of Americans as individuals. We were told many times in our travels to Arab countries that “we like Americans but not what the American government is doing.” This distinction is unrealistic, since Americans elect their government and broadly support foreign policy. Report of the U.S. Advisory Group on Public Diplomacy for the Arab and Muslim World, October 1, 2003, p. 24

9. We Like You, Not Your Policies • Open up public diplomacy and soft power networks to greater coordination between governmental and nongovernmental players • Work to build stronger and lasting relationships with international journalists • Interpersonal communication is most important to building trust, understanding, and friendship (Fulbright, IVP, Sports, Arts, Writers) • Shift focus from Washington, NY, and Hollywood to Sister Cities International

10. From Telling to Sharing • Motto-shift from USIA motto, “telling America’s story to the world” to “sharing values, hopes, dreams, and common respect” with the world • Encourage an “engagement” model of public diplomacy over a “declamatory” model (Washington Post editorial: “Talking to the World”); shift from “To Talk” to “With Talk”

11. From Selling to Caring “The way for this nation to win the hearts and minds of those most offended by our Iraqi invasion and occupation is not through press agentry and advertising. Rather, it is by proving to them that the American spirit—which, with good will and unselfish financing, once helped reinvigorate the world after the great wars of the past century—still exists despite the arrogant and bullying tactics with which we have launched the 21st century.” --Walter Cronkite, The Daily Herald, October 12, 2003