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Hearts and Minds

US Cultural Management in 21st Century Foreign Relations

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Edited By Matthew Chambers

This volume looks at a key component of recent US foreign relations, namely, its emphasis on «hearts and minds» as part of its cultural management of the global Other. The authors collected here analyze to what extent we can frame the intent and consequences of this term as a coherent policy, discussing how to think about foreign policy strategies that involve the management of cultural relations.

«Including fascinating first-hand and deeply-researched accounts of the workings of various US institutions (many of them ‘cultural’), this volume is a must for an understanding of the power the US projects worldwide.» Professor Laleh Khalili, SOAS University of London

«This fascinating collection reveals the nuance and complexity behind a seemingly banal phrase.» Professor David Schmid, State University of New York at Buffalo

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MOOCs and Foreign Affairs: New Challenges for Diplomacy

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Introduction

Towards a Communication Theory for Public Diplomacy

In recent years, public diplomacy has been gaining ground in studies on international political communication. International communication has taken on a vital role in international relations and the number of academic and professional definitions for the term has grown. Joseph Nye for instance, coined the idea of soft power and smart power (Nye 2013), whilst Phil Seib focuses more on the impact of social media on real-time diplomacy (Seib 2012). Nicholas J. Cull has broadened the scope of activities included in public diplomacy by explaining that it involves ‘an international actor’s attempt to manage the international environment through engagement with a foreign public’ (Cull 2009: 12). The growing number of projects specializing in public diplomacy has led to a variety of designations: gastrodiplomacy, sports diplomacy (Imperiale 2014), digital diplomacy or engagement with the diasporas.

Public diplomacy is a strategy that involves information, education and entertainment with the aim of influencing a foreign audience. It is a foreign line of action, and as such it must be in harmony with conventional diplomacy and government strategies. Public diplomacy pursues three main goals (Manfredi Sanchez 2011): reinforcing linguistic and cultural identity in times of globalization (which is the goal of the Spanish Instituto Cervantes, the BBC World Service and the francophone community, for instance, as well as Erasmus programmes and audiovisual projects that are co-financed using public subsidies); taking part in international economic flows (through foreign trade,...

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