James Pamment - New Public Diplomacy in the 21st Century: A Comparative Study of Policy and Practice

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New Public Diplomacy in the
21st Century

This book examines the concept of new public diplomacy against empirical data derived from three country case studies in order to offer a systematic assessment of policy and practice in the early twenty-first century.

The new public diplomacy (PD) is a major paradigm shift in international political communication. Globalisation and a new media landscape challenge traditional foreign ministry gatekeeper structures, and foreign ministries can no longer lay claim to being sole or dominant actors in communicating foreign policy. This demands new ways of elucidating foreign policy to a range of non-governmental international actors, and new ways of evaluating the influence of these communicative efforts.

The author investigates the methods and strategies used by five foreign ministries and cultural institutes in three countries as they attempt to adapt their PD practices to the demands of the new public diplomacy environment. Drawing upon case studies of US, British and Swedish efforts, each chapter covers national policy, current activities, evaluation methods and examples of individual campaigns.

This book will be of much interest to students of public diplomacy, foreign policy, political communication, media studies and international relations in general.

James Pamment is lecturer and researcher at Karlstad University and Uppsala University, Sweden, and has a PhD in Media and Communication Studies. From 2013, he will be a Postdoctoral Fellow at the University of Texas at Austin.

Routledge New Diplomacy Studies
Series Editors:
Corneliu Bjola
University of Oxford
and
Markus Kornprobst
Diplomatic Academy of Vienna

This new series will publish theoretically challenging and empirically authoritative studies of the traditions, functions, paradigms and institutions of modern diplomacy. Taking a comparative approach, the New Diplomacy Studies series aims to advance research on international diplomacy, publishing innovative accounts of how old and new diplomats help steer international conduct between anarchy and hegemony, handle demands for international stability vs. international justice, facilitate transitions between international orders and address global governance challenges. Dedicated to the exchange of different scholarly perspectives, the series aims to be a forum for interparadigm and interdisciplinary debates, and an opportunity for dialogue between scholars and practitioners.

New Public Diplomacy in the 21st Century
A comparative study of policy and practice
James Pamment

New Public Diplomacy in the
21st Century

A comparative study of policy and practice

James Pamment

First published 2013
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Simultaneously published in the USA and Canada
by Routledge
711 Third Avenue, New York, NY 10017

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

2013 James Pamment

The right of James Pamment to be identified as author of this work has been asserted by him 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.

British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data
Pamment, James.
New public diplomacy in the 21st century : a comparative study of policy and practice / James Pamment.

p. cm. (Routledge new diplomacy studies)

Includes bibliographical references and index.

1. International relations. 2. Diplomacy. 3. Communication in politics.

4. International relationsHistory21st centuryCase studies.

5. DiplomacyHistory21st centuryCase studies. 6. Communication in politicsHistory21st centuryCase studies. 7. United StatesForeign relations21st century. 8. Great BritainForeign relations21st century. 9. GermanyForeign relations21st century. I. Title.

JZ1305.P36 2012

327.2dc232012009861

ISBN: 978-0-415-51971-7 (hbk)
ISBN: 978-0-203-09673-4 (ebk)

Typeset in Times
by Wearset Ltd, Boldon, Tyne and Wear

To Ylva, Audrey and Katie

Contents

Acknowledgements

This book would not have been possible without the support of Nick Cull at the Center on Public Diplomacy, USC and Kari Andn-Papadopoulos at the Department of Journalism, Media and Communication at Stockholm University. I am also especially grateful to Corneliu Bjola for supporting my work and providing patient guidance during the period of redrafting from PhD thesis into something more readable. Critical comments and suggestions from Matt Armstrong, Christian Chris-tensen, Jesper Strmbck, Simon Anholt, Ali Fisher and the blind peer reviewers brought in by Routledge have all directly contributed to strengthening this study. I would also like to thank Andrew Humphreys and Annabelle Harris at Routledge.

The original research was heavily dependent upon the kindness and patience of my respondents: Cecilia Julin (Swedish MFA), Mats Widbom (Swedish Embassy Washington, DC), Karin Altenberg (Swedish Embassy London), Liselott Bergman (Swedish Institute), Thomas Carlhed (Swedish Institute), Karl Peterson (Swedish Institute) and Claes Bertilson (Swedish Association of Local Authorities and Regions); Nic Hailey (FCO), Damion Potter (FCO), Andrew Mitchell (FCO), Brendan OGrady (FCO), Dr Ruth Wiseman (FCO), Cami Dodge (British Embassy Washington, DC), Priya Doshi (British Embassy Washington, DC), Andrew Kneale (British Council), Jim Potts (retired British Council), Martin Rose (British Council) and Michael Taylor (British Council); Jeremy Curtin (State Department), Juliet Dulles (State Department), Ted Kniker (formerly of State Department) and a State Department official who wished to remain anonymous; and Simon Anholt, Dr Ali Fisher (Mappus Mundi Consulting), Dr Patrick Spaven (Spaven Research & Evaluation), David Steven (River Path Associates) and Sebastian Berger (Telegraph).

Im also grateful to the below publications for allowing me to reuse part(s) of their work:

James Pamment (2011) Innovations in Public Diplomacy and Nation Brands: Inside the House of Sweden, Journal of Place Branding and Public Diplomacy 7(2): Palgrave Macmillan, reproduced with permission of Palgrave Macmillan.

James Pamment (2012) What Became of the New Public Diplomacy, The Hague Journal of Diplomacy 7(3): Koninklijke Brill NV, reproduced with permission of Koninklijke Brill NV.

Abbreviations

BBC	British Broadcasting Corporation
BBCM	BBC Monitoring
BBCWS	BBC World Service
BBG	Broadcasting Board of Governors (US)
BC	British Council
CFR	Council on Foreign Relations (US think tank)

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