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

Abstract

This article explores how strategic communication, public diplomacy, international governmental broadcasting, and social media networking can be brought together in a system of strategic influence and global engagement. The analysis offers a contrasting approach to various views of public diplomacy or strategic communication which privilege one form of governmental influence over others and treat partial aspects of national persuasion as complete pictures of government communication aimed at foreign audiences. Because so much of public diplomacy literature today emphasizes social media, it is necessary to determine how specific tools of influence such as international broadcasting, can be used in ways that fit new thinking in public diplomacy as well as continuously emerging new media ecologies.

Structural aspects of the Brazilian experience in international broadcasting

“…That is, they had to strive -and still do -for credibility and recognition while continuing to comply with the strategic interests of their respective sponsoring countries. Within this framework, contemporary international broadcasting is acknowledged as a component of public diplomacy initiatives, which are essentially committed to engaging with and attracting foreign publics with the goal of, for instance, enhancing a nation's soft power (Hacker and Mendez, 2016;Samei, 2016;Wang, 2020). Thus, rather than mere persuasion, the role of international broadcasting as an effective instrument of public diplomacy presupposes establishing dialogues and long-term relationships with foreign audiences based on a core element: credibility (Nye, 2010).…”

“…A country's prominence in international affairs is determined not only by hard power policies but also by its ability to produce soft power through, among other means, public diplomacy strategies (Nye, 2010). Among the instruments of public diplomacy, international broadcasting has been used by various countries with the general purpose of promoting attractive images of themselves and exerting influence on the agenda of targeted nations (Cull, 2008;Hacker and Mendez, 2016;Hafez, 2007). Despite their common strategic purpose, state-funded international broadcasting networks may vary greatly in terms of management model, funding system, or the approach they adopt to make their programming resonate abroad.…”

Assessing impact in global media: methods, innovations, and challenges

“…Within the practice of Western states, international broadcasting and particularly the use of objective news, has mirrored the domestic culture of ethical and high standards journalism and has served as a mechanism for promoting and diffusing that culture abroad (Cull 2008 ). While many of the reporters working in international broadcasting tend to object to the notion that international broadcasting is public diplomacy—they see themselves as professional journalists operating independent of any particular governmental interest—the effort is ultimately meant to promote the foreign policy objectives of state or non-state actors (Hacker and Mendez 2016 ; Rawnsley 2016 ). Nevertheless, inasmuch effective international broadcasting might depend on truth and credibility, it also requires structural arrangements—such as firewalls—that separate it from covert instruments, deception techniques, and other influence operations that political actors might utilize as they pursue their foreign policy (Gregory 2008 ).…”