R S Zaharna - Relational, Networked and Collaborative Approaches to Public Diplomacy: The Connective Mindshift

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The editors and contributors of this volume have done a fine job of defining crucial issues that will shape the future of public diplomacy. The key to true engagement and the successful wielding of influence the essence of public diplomacy is to be found in the relational strategies described in this book. Those who manage and study nations foreign policy should pay close attention to these analyses of the new realities of connectivity.

Philip Seib, University of Southern California

Ambitious, thought provoking, and highly readable, this is the best available account of the relational approach to public diplomacy. These probing and insightful essays by accomplished scholars will prompt reflection, agreement, and counter-argument precisely what is needed in the study and practice of 21st century diplomacy.

Bruce Gregory, George Washington University

Relational, Networked, and Collaborative Approaches to Public Diplomacy

Over the past decade, scholars, practitioners, and leading diplomats have forcefully argued for the need to move beyond one-way, mass mediadriven campaigns and develop more relational strategies. In the coming years, as the range of public diplomacy actors grows, the issues become more intertwined, and the use of social media proliferates, the focus on relations will intensify along with the demands for more sophisticated strategies. These changes in the international arena call for a connective mindshift: a shift from information control and dominance to skilled relationship management.

Leading international scholars and practitioners embark on a forward-looking exploration of creative conceptual frameworks, training methods, and case studies that advance relational, networking, and collaborative strategies in public diplomacy. Light on academic jargon and rich in analysis, this volume argues that while relationships have always been pivotal to the practice of public diplomacy, the relational dynamics are changing. Rather than focus on specific definitions, the contributors focus on the dynamic interplay of influence in the public diplomacy environment.

This book is an essential resource for students and practitioners interested in how to build relationships and transform them into more elaborate network structures through public communication.

R. S. Zaharna is an Associate Professor in the School of Communication and an affiliate Associate Professor in the School of International Service at the American University Dr. Zaharna has been one of the leading scholars in public diplomacy and has testified on several occasions before the U.S. Congress. She specializes in strategic communication and culture; her works include Battles to Bridges: U.S. Strategic Communication and Public Diplomacy after 9/11 (2010) and The Cultural Awakening of Public Diplomacy (2012).

Amelia Arsenault is Assistant Professor of Communication at Georgia State University and is the Media and Democracy Research fellow at the Center for Global Communication Studies at the Annenberg School for Communication, University of Pennsylvania. She specializes in collaboration and digital media strategies in public diplomacy. Her previous scholarly work on networks and public diplomacy has appeared in edited volumes and journals such as the ANNALS of the American Academy of Political and Social Science and Information, Communication, and Society .

Ali Fisher is Associate Director of Digital Media Research at Intermedia, where he moved from Mappa Mundi Consulting in 2011. He previously served as Director of Counterpoint, the cultural relations think-tank of the British Council. He Dr. Fisher specializes in providing insight to enhance public diplomacy strategy and evaluation through network analysis. His publications include Trials of Engagement (2010) and Collaborative Public Diplomacy (2013).

Routledge Studies in Global Information, Politics and Society

Edited by Kenneth Rogerson, Duke University and Laura Roselle, Elon University

International communication encompasses everything from one-to-one cross-cultural interactions to the global reach of the internet. Routledge Studies in Global Information, Politics and Society celebratesand embracesthis depth and breadth. To completely understand communication, it must be studied in concert with many factors, since, most often, it is the foundational principle on which other subjects rest. This series provides a publishing space for scholarship in the expansive, yet intersecting, categories of communication and information processes and other disciplines.

1 Relational, Networked, and Collaborative Approaches to Public Diplomacy

The Connective Mindshift

Edited by R. S. Zaharna, Amelia Arsenault, and Ali Fisher

Relational, Networked, and Collaborative Approaches to Public Diplomacy

The Connective Mindshift

Edited by R. S. Zaharna
Amelia Arsenault
Ali Fisher

First published 2013

by Routledge
711 Third Avenue, New York, NY 10017

Simultaneously published in the UK
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

2013 Taylor & Francis

The right of R. S. Zaharna, Amelia Arsenault, and Ali Fisher to be identified as authors of this work have been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark Notice : Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging-in-Publication Data
Relational, networked, and collaborative approaches to public diplomacy: the connective mindshift / edited by R.S. Zaharna, Amelia Arsenault, Ali Fisher.
pages cm. (Routledge studies in global information, politics and society; 1)
1. Diplomacy. 2. Foreign relations administration. 3. Social networking. I. Zaharna, R. S., 1956 II. Arsenault, Amelia. III. Fisher, Ali.
JZ1305.R455 2013
327.2dc23
2012044009

ISBN: 978-0-415-63607-0 (hbk)

ISBN: 978-0-203-08243-0 (ebk)

Typeset in Sabon
by Apex CoVantage, LLC

Contents

R. S. ZAHARNA, ALI FISHER, AND AMELIA ARSENAULT

PETER VAN HAM

KATHY R. FITZPATRICK

ROBIN BROWN

DARYL COPELAND

KISHAN S. RANA

YIWEI WANG

MAUREEN TAYLOR AND MICHAEL L. KENT

TADASHI OGAWA

HAROLD H. SAUNDERS

CHARLES CAUSEY AND PHILIP N. HOWARD

HYUNJIN SEO

R. S. ZAHARNA

AMELIA ARSENAULT

ALI FISHER

We are extremely pleased to launch the series Routledge Studies in Global Information, Politics and Society with the volume Relational, Networked, and Collaborative Approaches to Public Diplomacy: The Connective Mind shift , edited by R. S. Zaharna, Amelia Arsenault and Ali Fisher. The work brings together a broad-based and internationally diverse group of scholars who explore, analyze, discuss, and engage on issues at the nexus between politics and communication in the twenty-first century.

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