On The Adjustment Of Bush's Second Term Of Office Of The US Public Diplomacy

Public diplomacy has a long history. Ever since the WWI, it has started to impact on international relations. First introduced by American scholars and diplomats, public diplomacy was aimed to reduce the misunderstanding and mistrust among nations, establish a good U.S. image and serve for American strategic interests. Right after the outbreak of"9 ? 11"incident, U.S. government and think tanks once again paid their attention to public diplomacy. Not only U.S. scholars, but also more and more politicians and ordinary people began to raise their awareness of its importance. So after a long silent period in the post-Cold War phase, American public diplomacy went back to the stage and vigorously re-entered its fast track of development.With the main purpose to promote American public diplomacy, President Bush took measures in the first term, which unfortunately didn't reach his expected effect. Instead of turning around the worsening situation, both U.S. international image and Bush's personal image still declined, which made Bush have no choice but to continue his policy adjustment in public diplomacy and scale up its implementation. Therefore, in Bush's second term, under the context of"Transformational Diplomacy"which was initiated by Secretary of State Condoleezza Rice, the State Department began to gradually improve the existing public diplomacy policies and further carry out the new programs, from Washington headquarters to the whole world. This paper is aimed to have a deep-thought analysis of Bush's policy adjustment of public diplomacy in his second term from the aspects of adjustment background, specific measures and its end result. The purpose of this paper is to increase the awareness of public diplomacy and arouse more discussions on this topic.