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Soft Power Approach To Public Diplomacy

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The typical image of public diplomacy is that it is nice and warm and comforting in contrast to the harsh realities of hardball diplomacy and military action. In the soft power approach to public diplomacy, the United States seeks to promote its interests through attraction (as opposed to coercion); soft power is the use of the attractiveness of a country’s culture, political ideals, and policies to get others to admire those ideals and then follow one’s lead. This approach to public diplomacy uses such devices as pamphlets, Voice of America, books, and other means to explain U.S. policy, cultural exchange programs especially with emerging leaders of other countries to create an appreciation and understanding of American culture, and the …show more content…

forces were using chemical weapons in Honduras and Grenada and AIDS was created by the CIA. In Rwanda in the early 1990s, Hutu propaganda portrayed the Tutus as a separate, evil race committing acts of rape and murder. In the mid-1990s, Serbian forces took over major lines of communication and used these media to present distorted accounts of the 1389 Battle of Kosovo and the “Croat genocide” of Serbs in WWII, thereby creating a belief in the eternal martyrdom of Serbs. Today, in the Dafur region, the Janjaweed preach a propaganda of Arab superiority, resulting in a mission of cleansing the area of Africans. Usama bin Laden blames the United States as a crusader in the Middle East in order to promote terrorism and his personal rise to power. In each of these cases, soft power attracts, not through positive ideals, but by invoking such raw emotions as hate, fear, and insecurity. Soft power has a very hard edge. Another way to look at the hard edge of soft power is to explore the competitive strategies and tactics used in a single conflict. The Persian Gulf War of the early 1990s involved three main actors each trying to influence the hearts and minds of the world’s citizens: Saddam Hussein, the Kuwaiti government, and the U.S. government. Saddam attempted to convince the world that he was a tough dictator that was not guilty of atrocities. He attempted to accomplish this strategy by (a) providing tours

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