New Public Diplomacy in the 21st Century

Toward a Model of Strategic Influence, International Broadcasting, and Global Engagement

“…While it is tempting to say that the old PD is faded or fading, studies show that new PD may not be moving as fast in practice as it is in academic discourse (Pamment, 2013). This lag may parallel the disconnect between how scholars talk about social media and democracy and what is actually found in empirical data (Hacker & van Dijk, 2000).…”

“…While new PD is less one-way informational than new PD, which is more dialogic and cooperative, we have to question the equation of the old PD with broadcasting. Pamment (2013), for example, states that new PD "represents a break from the 'broadcasting' models and takes advantage of social media to establish twoway engagement with the public" (p. 3). It is important to recognize that international broadcasting, when linked with websites, social media, and other platforms may become more like the converged media we see with other channels.…”

“…With social media, there is always potential for progress, but it is wise to keep a realistic view of what changes are actually occurring. One interesting point of separation between older PD and newer PD is that the latter is more likely to build on narrative in an inductive manner while the former is more likely to use grand national narratives that are distributed (Pamment, 2013). Research in IO, done in the battlespace of open confrontations, shows that grand narratives are not likely to work in today's world of asymmetric conflicts (Perna, 2009).…”

“…Some scholars have noted the disconnect between national influence theorists and practitioners. Pamment (2013), for example, observes "Whereas theorists of the new PD have tended to point to the normative potential of dialogical and participatory PD, practitioners tend to be motivated by short-term self-interest, and adopt new PD communization models only when it suits them" (p. 127).…”

Status Competition Between the U.S. and China on the Stage of Africa

“…This resulted in looking at internal priorities and desires rather than at exterior targeted groups, and using available resources to produce communication (Pamment, 2013). Still, Joseph Nye, Jr. (2008) argued, "the effectiveness of public diplomacy is measured by minds changed (as shown in interviews or polls), not dollars spent or slick production packages" (p. 101).…”