A Study on U.S. Public diplomacy: focusing on analyzing determinants of cultural diplomacy success

Abstract

This study is to find determinants of cultural diplomacy success through examining and comparing two representing cases of U.S. Public diplomacy that were attempted with epoch-making goals to seek breakthrough when either traditional diplomacy channels were strained or in dire situations. The two cases, however, receive contrary assessments. Jazz diplomacy during the Cold War era as a successful example and Charlotte Beers Shared Value Initiative (SVI) toward Muslims after 9.11 as a case of failure were examined and analyzed. The U.S. as a country with relatively various experiences and a long history compared to other countries applied Jazz diplomacy toward the Soviet Union and achieved a better relationship between the two countries. In the post-Cold War era, however, the U.S. has undervalued the importance of Public diplomacy. It wasn't until 9.11 that U.S. Government placed a renewed emphasis on Public diplomacy and reached out to foreign publics. Nevertheless, SVI is still considered as a failed example among U.S. Public diplomacy precedents. Both cases were initiated under negative relations with the counterpart country or countries when the first channel (traditional or state-centric diplomacy) was strained. In addition, the main purposes that are to enhance national image and change public opinion and attitude toward America were the same. Nonetheless, due to differences in how the policies were developed and implemented, eventually conflicting consequences and evaluations were realized. Above all, rather than sending the subjects values and ideas, based on respect, understanding of the counterpart is critical. Also, when target setting, the young generation is flexible and open-minded and they are the ones who will take the lead in various areas in the near future. Long-term plans should be set to make exchanges last and, furthermore, cultural diplomacy involving music, art and sports that are non-verbal is effective as it uses culture as a means. Findings from this study can be applied to the cases of the Republic of Korea with Japan or North Korea where difficulties in terms of state-centric diplomacy actions have arisen. Korea recently has been emphasizing the critical role of Public diplomacy as well as cultural diplomacy since how the general public thinks of our nation affects the foreign policy decision making process. Not only Korea but also other countries can take the determinants of successful Public diplomacy into account and expect positive results and outcomes if applied at the right time.