The Public Diplomacy Blog: September 2012

Sunday, September 16, 2012

A communication approach for the United States in the Middle East

Reuters today filed a story with the headline: “Western embassies on alert as Muslim anger simmers over film”. As I read the news, picked up by all major newspapers of the world, my thoughts go back to the Arab Spring when it started. With the fall of dictators, there was hope all around. Finally, the Middle East seems to be opening up to newer possibilities. I remembered my college history lessons and felt that newer possibilities may not necessarily be what we think or want them to be. A year later, the mood has changed indeed, in US and also in the newly liberated and fledgling ‘democracies’ of Tunisia, Libya and Egypt.

The recent crisis has actually increased the importance of communications for the United States. It’s a new reality, an uncertain environment. The luxury of stable dictatorships to engage with is no longer there. Unpredictability will reign.

I believe communication and engagement efforts of United States should just focus on 3 things:

Institutionalize internal ‘dialogue’ on foreign policy: Sun Tzu said, “Know your enemy and know yourself and you can fight a hundred battles without disaster”. Americans, for the power and influence they wield over the world, are surprisingly ill informed and inward looking. Maybe it results in situations where responsible exercise of influence becomes difficult. Maybe it’s time to institutionalise a process by which Americans realise the depth and breadth of their engagement across the world and what it means for the average American. It’s time the West learns to ‘make a point without making an enemy’.
Do not roll back ‘engagement’: Policymakers should not operate under the premise that being democratic doesn’t mean a natural affinity to American values and way of life. Political systems are reflective of local milieu, and democracy in Middle East will look radically different from, say, in India or US. For example, India and US differ strongly on their approach to 'Freedom of Expression' but both are successful democracies and free societies. This calls for consistent monitoring of conversations and constant engagement The bad news is that in person engagement becomes tougher. The good news is that social media seems to work very well in the Middle East as demonstrated again by the crisis!
Communicate ‘Access’ and ‘Proximity’: Explain to audiences how an open society enable access to free societies abroad, be it the West or United States, where Muslims have lived and done well. Create narratives for the ‘indivual’ and not ‘sermons’ for their ‘societies’ on how a partnership with the United States can better their lives.

What do you think?

Suggestions/Critiques welcome.

-- Madhur

Wednesday, September 12, 2012

Assassination, symbolism and implications for Public Diplomacy

5389! Yes, that’s the number of articles a simple Google search shows as I surf the web now to read about the assassination of Ambassador Christopher Stevens in Libya. It is reflective of the immense symbolism of the incident across the world, especially in the Arab world currently undergoing significant political transformations. The world awaits the American reaction, and, maybe a lot of us are expecting spectacular retributive justice from the Americans. It makes for a good show!

This unfortunate incident was powerful for its immense symbolism. Real close to the anniversary of 9/11, in a country recently ‘liberated’ from a dictator, in the lands of the Arab Spring with aspirations of becoming free and open societies. It is indeed great media fodder, especially the imagery of protests, the burning of the American flag and civilian assaults on the American embassies. An American response has to take into account this context and maybe a measured response will be beneficial if the United States wants a long term strategic involvement in the region.

Palestinians burn the US flag during a demonstration against an anti-Islam on September 12, 2012 in front of the UN headquarters in Gaza City. Source: www.presstv.com

In my previous posts I had written about the possibility of a counter reaction to the Arab Spring in the next few years. Viewed in context of the rise of the Muslim Brotherhood, and rising tide of millenarian aspirations post the fall of the older political order, incidents such as these can play on popular imagination and provide the reactionary forces with just the ammunition to seize power. Enhanced strategic communications is now more important for United States than ever to counter such a possibility. This will call for more action from State Department to build ‘networks of influencers’ and deepen engagement rather than going out all guns blazing. Can these story tellers be crisis managers? Can PD/ Public Affairs be expected to manage such conflicts?

Policymakers must not lose sight of the fact that this battle will be fought over ‘24 hour media’ all across the world. This will be as much a battle of ideas and attitudes. Every action by both the parties will create different narratives that would shape perceptions, form opinions in societies currently undergoing tremendous change. The implications will be significant and it might help if policymakers indulge in some ‘scenario gaming’ from this perspective.

Can there be an internal foreign policy dialogue in the United States? While freedom of expression is sacrosanct, does it give the right to pull down other faiths, beliefs and way of life? Especially in a country that is committed to protect every community, every faith, and every belief in its land? If the action of a minority in the name of freedom of expression can bring mayhem, war and destruction to their own people what good is the right? Is the principle of “reasonable restrictions”, as it exists in Indian legal system, the answer to these issues that arise out of such incidents in the western world?

In an age of pervasive media and ‘continuous conversations’ these are important questions. I don’t know the answers, but what I would like to stress is that this is not a job for the marines alone, but communicators of the State Department have a battle in their hands too! A protracted struggle!