On Which Post Of The American Public Diplomacy

Public Diplomacy is about programs that seek to promote the national interest, national security and foreign policy of a state through understanding, informing and influencing foreign publics and broadening dialogue between two countries. The development of the globalization and information technologies brings a shift in political paradigms. Foreign policy, a previously and exclusive realm managed by diplomats behind closed doors is increasingly democratized. Citizen activities, NGOs, private enterprises, academics and other actors participate directly in foreign policy and frame public debates about foreign policy issues. Power in such an environment no longer stems solely from economy or military, but increasingly from culture influence and attraction, which are essential for the development of soft power. Promotion of the latter is the essential purpose of public diplomacy.The U.S. regarded public diplomacy as an important instrument in history. The centerpiece of U.S. public diplomacy was the United States Information Agency (USIA), which was established in 1953 to contain and defeat Soviet Union and other communist countries. With the collapse of the Soviet Union in 1991, public diplomacy suffered from declining interest in America. In 1999, the independent USIA was folded into the Department of the State.The terrorist attacks in September 11,2001 changed the political agenda of America and highlighted the important role the public diplomacy plays in improving the image of the United States abroad especially in the war against terrorism. To counter the anti-Americanism and enlarge the soft power of the U.S, a series of campaigns were launched in the State Department. Charlotte Beers designed programs such as Branding America, Shared Values to explain and advocate American values and policies. Margaret Tutwiler thought it important to communicate with the young especially those in the Middle East and South Asia. Karen Hughes began her "listening tour" after swear as the Under Secretary for public diplomacy and public Affairs. The State Department also increased resources and field personnel for public diplomacy. Meanwhile, the U.S. congress, the White House and the USAID have all intensified their efforts to get American message out.