America Is It

State Department and Customs and Border Protection, take note. Leave it to Coca-Cola, the preeminent American brand, to get so much right in 60 seconds during the Super Bowl. The short spot is the song “America the Beautiful” cut between a variety of scenes of family and friends from different cultural backgrounds enjoying themselves in the natural beauty of this country, in cities and at home. With slight edits (to remove the product placement) this could easily be played at every port of entry in the country.

What really sets this spot apart is the seamless weaving of our emotional national ode sung in several different languages — Spanish, Hindi, Tagalog, Hebrew, Arabic, to name a few. (If you visit the Youtube page with the videos you can learn about the “making of” with the many people who helped sing this multi-linguistic version of the classic hymn.)

It’s hard not to be moved by the music and the subtle message of the change in language (although there are the haters) which speaks more clearly than any argument I’ve ever made that America the beautiful is made up not so much of people ticking those ridiculously confining ethnic or racial boxes  but people who speak different languages. And somehow, for the most part, we make it work better than any other country on the planet. That’s something to celebrate and to emulate, not to disparage and denounce.

I’ve also written before about the effectiveness of advertisements and what we can learn from them for effective public diplomacy. Coke once taught the world to sing and I think this spot is even more effective than that famous advertisement. It’s more than enough to make the whole world smile.

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A Man in Full

U.S. Rep. George Miller (via McClatchy)

U.S. Rep. George Miller, D-Calif., announced this month he would not seek reelection this year after serving nearly 40 years in the House of Representatives. By any measure that is an extraordinary political career, but it is all the more so for what he accomplished during his tenure. And it’s all the more important to point out that in this strange gloaming moment when political success is measured by the strength of opposing polarity, George was — is — a man who insisted on getting things done. That is what politics is for. It is the art of the impossible. Or in the words of Ted Kennedy about his older brother, “I dream of things that never were and ask, ‘why not?'”

That is not necessarily a liberal precept. George was open to reforming the Endangered Species Act,  worked with the teachers union over education reform, and empowered the Chemical Safety Board to investigate industrial accidents rather than litigate them. (A recent reminder of that legacy, and George’s fight for clean drinking water, came during the recent accident in West Virginia). And he always did it, whether in the minority or the majority, with Republican partners — even President George W. Bush.

George represented my home town until redistricting went into effect last year. He was my Congressman when I worked for him in the late 1990s. In the arc of his career my service wasn’t very long, but it felt like a compressed graduate education in American politics. Every day, every minute on the job was freighted with import and insight. I like to think I had the good sense to recognize the privileged position I had then, working for a senior Member of Congress, and one so good and dedicated to his job. (If I didn’t then, I sure as hell do now.)

He cultivated good people working for him as well, and they form an awesome alumni association: Ilir Zherka, a legislative counsel, most recently led the effort to get voting rights for the District of Columbia. Charles Barone, an education policy expert, continues his work for Democrats for Education Reform. John Laurence, long George’s chief of staff, became Nancy Pelosi’s chief of staff during her Speakership. I’m amazed that I worked with them.

George demonstrated what could get done and that has informed my general optimism about politics. Working for him more than 15 years ago I saw him pass legislation to extend health care to poor children. Two administrations later, the Affordable Care Act extended those same benefits to most Americans. The impossible became possible. That’s what politics is for.

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A Centenary’s Legacy Beneath Our Feet

The battlefield at Verdun, France (Wikimedia Commons)

The new year brings the centenary commemoration of World War I in Europe, whose legacy reverberates through our history, policy and literature. From the peace experiments of the European Union, NATO and the United Nations to the tendentious borders of southeastern Europe and the Middle East, World War One continues to affect us in our every day. In its fratricidal horror it has become, in some sense, Europe’s civil war. To me its sound down the decades makes William Faulkner’s adage — “The past is never dead. It’s not even past.” — all the more resonant and poignant.

While living in Belgium I was immediately struck how the legacy of the combat from that war, and the wars that followed, continued to lurk just beneath the topsoil.  I visited Verdun, the site of a year-long Franco-German engagement in 1916 resulting in a million deaths. (Such casualty figures are almost impossible to imagine today, but just look at the Congo.) To achieve this death toll, the belligerents fired at least as many artillery rounds, and probably many more. The result is still plain on the battlefield, etched by communication trenches (see picture above): the landscape looks like a snapshot of the ocean during a storm, roiled by waves. The churned earth, now smooth, conceals the bodies of the dead and untold number of unexploded artillery rounds. Visitors are strongly advised to keep to the cleared and marked trails.

The village of Fleury-devant-Douamont was completely destroyed during the fighting. The cliche of wiping something “off the map” is too often bandied about in global affairs today. But in the case of Fleury and for many French communities during World War One, it is important to remember that the map is the only physical record left of them.

Back in Brussels, a bomb from World War II was excavated during the construction of the new NATO Headquarters complex across Boulevard Leopold III. (We were instructed to remain indoors while the bomb was detonated.) This was alarming but hardly surprising. The entire area had been commandeered by the Nazis as a military airfield during the war, so unexploded ordnance (UXO) — Allied and German — were bound to be left behind.

In fact, Belgium and Germany have some of the most active UXO disposal teams in the world working on their own soil. I’ve seen reported Belgium responds to more than 3,000 reported UXO cases a year. Germany has had four deaths in recent years trying to clear UXO from World War II. Japan is also very active disposing of UXO from the Pacific campaign. This is an awful legacy of both world wars just among our Allies. UXO from more recent conflicts, or conflicts among belligerents involving our proxies, or among countries that don’t involve us at all, implicate a far greater legacy.

I am deliberately avoiding the subject of landmines, which has attracted its own attention for all the appropriate reasons. I’ve also written previously about the legacy of chemical weapons dumped at sea. It seems to me, in the centenary of World War I — in a vastly changed world, with all the belligerents from that conflicts now partners, Allies and friends — that there is something important to be understood about the century-long legacy of that conflict, which is buried right at our feet. And that is: we shouldn’t have to cope with the same legacy, with our new friends, more than one hundred years hence.

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The Corrections

Graphic of hand-corrected manuscript of 1984 by George Orwell, via GeorgeOrwellNovels.com.

I found an error in Table 7.2 on page 124 relating to languages spoken in the United States. All of the numbers are from the U.S. Census Bureau and are accurate. But French (including dialects) at 1,358,816 inexplicably appears as the sixth-most spoken language in the United States after English. It should be fourth after Tagalog. (Jan. 1, 2014)

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From a friend working for an independent observer mission in Tblisi, Georgia, come the first corrections to my book The United States and the Challenge of Public Diplomacy.

She notes on page 147 that during the 2008 war between Russia and Georgia Russia sent forces into South Ossetia, not North Ossetia, and Carl Bildt is the Foreign Minister of Sweden, not Finland (apologies to Mr. Bildt!).

I am very happy to make factual corrections such as these as well as engage in debate about the more subjective policy proposals in the book and on this site. Feel free to contact me here. (Dec. 31, 2013)

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The Last Three Feet

Hear my interview with The Public Diplomat’s PDCast, courtesy of Syracuse University’s Newhouse School of Communications and its Master’s Program in Public Diplomacy. I talk about working at NATO, my new book, and effective public diplomacy. Many thanks to Michael Ardaiolo for conducting the interview!

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“We have met the enemy and he is us”

(Walt Kelly, via Language Log, University of Pennsylvania)

Attending a conference of public diplomacy professionals and academics last week at the U.S. State Department, a particular comment made by a participant during one of the main sessions struck me. He described the positive outcome of a recent YES Program exchange from Indonesia (if memory serves) with the students describing to him their delight in learning that Americans are not as violent, profane and promiscuous as they have been led to believe from U.S. television and movie exports to their country. Given the small scale of the YES Program (hundreds of secondary students each year) competing with the Hollywood juggernaut, he came to the unavoidable, pessimistic conclusion cribbed from Walt Kelly: “We have met the enemy, and he is us.”

The most depressing aspect of this observation was not that he was necessarily right but that it passed without comment or rebuttal from the audience made up of diplomats, academics, policy-makers and students of public diplomacy. That is, his opinion — that American culture is a political weakness and strategic liability — has become the fixed, conventional wisdom of the governing class.

This is as dangerous and backwards as it is also plainly wrong. The obvious shame and embarrassment many of our diplomats, scholars and others share about our culture — which hundreds of millions of real people consume and enjoy around the world without coercion — demonstrate an elitism that blinds them to what is in fact a strategic asset. And it keeps them from recognizing and harnessing an extraordinary delivery vehicle for American culture, values and democracy, a mechanism feared and repressed by regimes we stand against.

A glance at the Pew Global Attitudes Project demonstrates, at the very least, profound diversity of opinion about the United States, Americans, American culture, and American values. These opinions do not always appear to jibe, but they are not uniformly low. The pleasure that people get from American film and television is remarkably high, and even in those countries that suggest fewer enjoy our movies and shows, they include a solid minority — suggesting a cultural debate is fermenting there.

These numbers are worth examining in detail. Like all public opinion, they are dynamic and subject to the particular socio-political environment in which they are taken. Pakistan, for example, is directly affected by the neighboring war in Afghanistan, U.S. drone strikes, and American rapprochement with India. Opinion towards the United States in Turkey has taken a bad hit since the war with Iraq and is only slowly recovering. Israel feels strong cultural affinity for the United States as an ally. And so on.

But the larger frustration I felt, as I kept my arm aloft trying to rebut during the session last week, was the point that Hollywood is a platform and megaphone, arguably the largest and loudest in the world. Holding it at a contemptuous distance ignores the potential of working with the Dream Factory to tell stories we want to share with the world. As I have written in my book, when Hollywood authentically captures or broadcasts a foreign culture to international audiences, that faithfulness redounds to our benefit. Why shouldn’t we try to influence how that is done? The Pentagon does.

During the conference last week, participants of all stripes lauded the Jazz Ambassadors and jazz broadcasts via Voice of America during the Cold War over and over again. Did they think America jazz represented this promiscuous, profane, and violent culture? Of course not. But the countries to which those broadcasts and programs were aimed certainly did. Which is why they claimed then that jazz was as poisonous as chemical weapons. Or, more recently, that Disneyland was as radioactive as Chernobyl.

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Lou Reed and the Power of Art

Lou Reed and Vaclav Havel in 2005 (via The Wall Street Journal)

Lou Reed died today at 71. The standard obituaries have noted his profound influence on popular music since the 1960s and 1970s. Dig a little deeper and you might find, as The New Republic did, that he affected political leaders like Vaclav Havel. Indeed, in the Czech Republic right now Reed’s death is being mourned for the reason that his Velvet Underground gave its name to that country’s 1989 Velvet Revolution.

The course of human events has many tributaries and that is especially true for the uprising against communist rule and Soviet occupation in Central and Eastern Europe. But the influence of popular culture on the revolution was never more acute than in Czechoslovakia,  and that can arguably be traced back to a large handful of people influenced by Lou Reed and the Velvet Underground.

Specifically, as I have argued elsewhere, the 1976 arrest of the Plastic People of the Universe, the Czech underground band, was the primary catalyst that united the disparate elements of the political opposition in Czechoslovakia nearly 10 years after the crushing of the Prague Spring. That united opposition penned Charter 77 and later became the Civic Forum, which negotiated a peaceful end to Com munist Party rule in Czechoslovakia.

Rock’n’Roll has long been considered, by itself and others, as a socially revolutionary force. And indeed, its greatest enemies make it “political” by banning the music as disruptive of the social order or morally corrupting. But nowhere in history that I know has rock’n’roll come so close to overthrowing the political order as the Plastic People did, and, by extension, Lou Reed and the Velvet Underground. That is, people were willing to engage in revolution not just for political expression but for aesthetic expression, too. When you think about it, that may be the most important part of the political order after all.

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Now Available: The United States and the Challenge of Public Diplomacy

SnyderFinalToday my latest book, The United States and the Challenge of Public Diplomacy, is available from Palgrave Macmillan.  It can be ordered from Amazon.com, the publisher, or from any book store in your neighborhood.

The Challenge of Public Diplomacy is based on my years working in the Public Diplomacy Division on NATO’s International Staff and brings the crucial experience of a public affairs practitioner crossing the last three feet every day to the important discussion of policy — a perspective I feel is all too often missing and is the primary reason why I wrote this book.

I relate my personal experience to illuminate the proposals I make in the book, which include deconflicting military public affairs and information operations, expanding our international arts portfolio, liberating U.S. international broadcasting, reforming language education, expanding our understanding of international public opinion, and taking a more aggressive approach with our political detractors.

As I’ve used this site to write about public diplomacy, I’ll continue to expand (and likely correct) my proposals, so please return often for updates. Feel free, too, to contact me by e-mail (in “About,” above) or through the comment forms, below. I look forward to hearing from you.

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Twitter in a Teapot?

An article last month in Foreign Policy brought to light a “full-blown Twitter war” between the State Department’s Digital Outreach Team (DOT) and a “prominent” jihadi named Mu’awiya al-Qahtani using the feed service under the handle @Al_Bttaar. Written by Will McCants, who helped set up the DOT operation, the tempest in a teakettle is easy to miss for his transparently self-aggrandizing story about how “there’s one thing [the DOT] is doing successfully: making the right enemies”. That is, McCants asserts, DOT has diminished @al_Bttaar and his confederates so aggressively that the virtual jihadi has had no alternative but to attack the DOT online. What more proof do we need of the State Department’s effectiveness?

Unfortunately, there is ample evidence that McCants has the equation exactly backwards: @Al_Bttaar in fact needs the State Department as an enemy far more than the State Department needs him. And beneath that are hidden the depressingly low stakes involved.  While it is true a single individual or a small group can be inspired to attack the United States or Western targets by online invective, in the case of the battle between the State Department and @Al_Bttaar, the numbers involved are literally the high hundreds.

McCants assertion that the DOT is “making the right enemies” is a textbook example of a bureaucracy perpetuating a problem it was created to solve, like force protection for a forward-deployed combat unit. Becoming a target is not per se a measure of success. DOT should be drying up support for @al_Bttaar, eliminating it, or diverting its attention. It’s true, McCants writes, that @Al_Bttaar’s attempt to attack DOT’s Twitter account failed (as have similar, follow-on attacks against other Twitter users). Here his failure does not point to the State Department’s success but to @Al_Bttaar’s inherent weakness and to the paltry stakes involved: fewer than 150 people were involved in the attack on DOT’s Twitter account.

In fact, McCants buried near the end of the article the critical fact that @Al_Bttaar registers a little more than 1,500 Twitter followers. That 150 of them were willing to storm the State Department’s virtual Bastille demonstrates what I suspect about them: in terms of pure numbers, they are much less likely “followers” in the traditional sense of the word than those who registered with the account simply to keep tabs on this virtual jihadi. (To give you another sense of scale, the DOT had logged 7,000 “engagements” by 2012, according to the State Department. The DOT has been online since 2006.)

A few simple numbers can put this into perspective. Of 22 countries in the Arab League, assume that at least 10 intelligence and law enforcement agencies and foreign embassies will sign on as “followers” to monitor @Al_Bttaar. That’s a low estimate and we’re already at 220, or nearly 15 percent of followers. Apply the same formula to the roughly 50 Muslim-majority countries, and you have nearly a third at 500. Expand that number in any number of reasonable ways – accounting for headquarters, redundancies, international organizations, academia, contractors – and now you can begin to imagine that the only true followers of @Al_Bttaar are the 150 people who attacked the State Department’s Twitter account.

And for this the State Department coordinates 50 civil servants, spending how much money, through the interagency, to fight?

Despite my incredulous tone I’m not entirely skeptical of the DOT endeavor. McCants simply doesn’t make a very persuasive case. It’s easy, when hunting bad guys, to obsess over what you’re seeing at the end of your scope. But when you’re that narrowly focused, you can miss the larger picture and the bigger questions: In the end, what is DOT and the State Department trying to accomplish? How influential are Twitter jihadis like @Al_Bttaar? Should we shut them down at their source or attack their message in front of much larger audiences (Al Jazeera, Al Arabiya), which we can command?

A 2012 study published by the Middle East Journal suggested that DOT’s endeavors – reaching out in online fora – did very little to change minds. But I’d argue that very little is still a place to start. This survey indicated that 4.8 percent expressed positive views of U.S. foreign policy or the DOT, but the study was a single snapshot (2009) of a very specific place (Egypt). A survey like this is only useful if it is duplicated and controlled. Egypt, for its part, is a very unique political environment. Moreover, those “poor” responses to DOT’s outreach in fact mirror overall public opinion in Egyptian polls about US foreign policy as recorded in 2008. So while seeming discouraging on its face, in reality this article actually tells us that we don’t really know how effective the DOT is – or could be.

That’s because changing public opinion takes concrete, specific actions and its success can only be measured fairly (and accurately) over time. I’m not yet convinced that Twits like @Al_Bttaar are worth all that effort. But that’s because we haven’t figured out a way to measure our effectiveness yet. Social media has given us the illusion of hard data, analytics, and control when what it’s really done is flooded us with more raw, decontextualized numbers. Now it’s up to us to find the meaning in all that madness.

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Along the 30th Parallel: What NPR Gets Wrong about Public Opinion and Foreign Aid

NPR’s new headquarters (NPR)

A recent blog post by Greg Myre on NPR’s web site (“Which Nations Hate the U.S.? Often Those Receiving the Most Aid,” July 23) is a typical example of reporting on international public opinion. Myre attempts to correlate a Pew Research Center report on foreign opinion of the United States and a U.S. government site listing our foreign assistance contributions. It’s amisleading piece of work, although not immediately clear on its face, inclined to do more harm than good, more obscuring than illuminating. Myre is an established reporter with Middle East bona fides and should know better.

To give an example of why Myre’s argument is so farcical, I’ll demonstrate how an analogous argument has a higher rate of correlation yet proves exactly nothing – which is only slightly better than I can say for Myre. Myre correlates the “high” U.S. foreign assistance rates for a series of countries, in particular Egypt and Pakistan, with our abysmal public approval ratings in those countries (in the case of the Pew report contrasting to China). So far, so good – we gave Egypt about $1.5 billion mostly in military aid and have a 15 percent approval rating to show for it. Similarly, our public approval ratings in contrast to China don’t show so well for foreign assistance above $1 billion in countries like Pakistan. The only country that has a high approval rating of the United States, and received $3 billion, is Israel.

But my equally arbitrary measure has a higher rate of correlation: every country that receives more than $1 billion in U.S. assistance – and includes Myre’s Jordan and Palestine, which receive around a half-billion dollars – falls along the 30thparallel, including Israel. Clearly, the United States has some sort of vital interest along this region of the world and is willing to spend whatever it takes to secure it. In the politics of international aid, the 30th parallel could be called the One Billion Dollar Parallel.

My correlation is absurd, of course. But so is Myre’s. Because correlating real dollars against public opinion percentages is ridiculous when we are measuring 1) vastly different economies and populations as well as 2) greatly different political contexts. For example, Israel and the United States are close allies. Public opinion of the United States is strong in Israel. In the case of Pakistan and the United States, China is considered by Pakistan as a bulwark against the latter’s primary enemy, India. Myre cited aid to and abysmal approval ratings in Egypt, the Palestinian territories and Jordan, all of which have very specific histories with our ally Israel which must surely outweigh a few billion dollars – never mind the fact that when the Egyptian army arrested President Muhammad Morsi, American-built M-1 tanks and M-113 APCs rolled through city streets to assert control. Egyptians know very well what $1.5 billion in U.S. aid buys them.

And these numbers look very different in Africa, where the United States is popular. Former President George W. Bush poured billions of dollars into AIDS/HIV relief on the continent, and the public opinion in those countries reflect that. Look at South Africa, Ghana and Uganda in the Pew poll. Both Uganda and South Africa received more than $400 million from the United States, but they don’t quite fit Myre’s thesis.

At the same time, Myre doesn’t even try to examine what China gives to any of these countries – probably because China gives hardly anything. China is exploiting many of the countries in Africa for raw materials, and delivering shoddy infrastructure in return.

It is beyond my mathematics ability, as well as my patience, to put together a complete matrix that would more accurately capture what you could expect to get in public opinion for every American aid dollar. That is clearly the implication of Myre’s article. You would have to zero out each economy and population, as well as aid and public approval rating, and compare those numbers as a common denominator or baseline measure.

Let’s try this admittedly crude measure…

(Real dollar aid / GDP ) x (population x public approval rating %) = baseline

…and compare Egypt and Israel for the sake of illustration. Just inputting the numbers into my equation demonstrates the absurdity of correlating aid spending to public opinion:

Egypt: ($1,559,300,000 / $548,800,000,000) x (85,294,388 x 16 %) = 27,294

Israel: ($3,100,000,000 / $252,800,000,000) x (7,707,042 x 83 %) = 76,762

(Population and GDP figures are taken from the CIA World Factbook. Aid figures and public opinion drawn from the sites listed above.)

In other words, using these baselines, for slightly less than double the real dollar investment in aid to Egypt, we get nearly triple the “return” per dollar in aid to Israel. But putting this into such a stark numeric contrast further heightens the outlandishness of trying to make these kinds of comparisons and correlations. We don’t really expect a “return” on aid. Assistance for disease eradication doesn’t get a “return” – it cures people. Economic aid to an emerging former communist country is entirely different from aid given to a country recovering from a natural disaster, or aid to a war-ravaged Central Asian nation. And so on.

Moreover, even with a baseline, it is ridiculous to compare these countries. Egypt is not Israel. Nigeria is not Pakistan. South Africa is not Afghanistan. We give more or less aid to some countries because the challenges or politics they present are unique or particular to them. Aid is political – what we think we should be doing – and doesn’t necessarily follow the laws of economy or business. That’s why it’s aid.

In short, we give aid to achieve specific political objectives in a specific political context. And more often than people might think, we give aid simply to do the right thing. If a billion and a half dollars buys us influence with the Egyptian army, and with that we can constrain their action and keep the country from becoming Syria, who is to say that isn’t worth the cost?

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