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Public Diplomacy Rapid advancements in communication and transportation technologies in recent history have created new and emerging tools that make it possible for every individual to share information with a global audience. Social networking technologies, especially, have revolutionized the possibilities of person-to-person communication, particularly by making obsolete the geographical boundaries that once divided cultures and nationalities.

This paper presents the case studies of two such initiatives—Turkayfe. Through Web 2. People no longer need capital or the ownership of mass media companies to share their ideas and knowledge or to shape the news media agenda Gillmor ; Gant This paper will explore; 1 how an historic and traditional entity necessary for government, commerce, and civility—in other words, diplomacy —has been impacted by Web 2.

Seong-Hun Yun and Elizabeth L. Toth divide public diplomacy activity into two categories: The first category encompasses the idea that the nation state is the primary actor in international relations. The case studies presented in this paper are examples of this kind of fundamental person-to-person communication that attempts to further mutual understanding and positive public opinion by building international relationships Hayden , Zaharna The international, person-to-person relationships made possible by Web 2.

These types of interactions must, of necessity, be distinguished from historical understandings of public diplomacy, even though the spectrum of diplomatic activity allows for much cross-over. Diplomacy in the era of globalization includes and encourages citizen participation, grassroots movements, and people-to-people communication. Castells suggests that the diplomacy of this global public sphere works outside of traditional diplomatic power negotiations between nations and rather builds person-to-person relationships based on shared meaning-making p.

First, the media revolution has provided a constantly evolving communication tool-chest to engage and reach publics. Oral societies of the past prided themselves on passing the history of one generation to the next via the oral poet. Yet, the giant leap forward from letters and words to meaningful oral signals occurred with the telegraph, then the telephone, the radio, television, computer, internet.

Prior to these inventions, transportation had remained unchanged for thousands of years. King Tut, Aristotle, Caesar, Michelangelo, Napoleon, and Lincoln would all have a common topic of discussion if they were able to have a conversation today: Today, with nearly thirty-nine million annual international travelers ITA it is not surprising that the United States is beginning to encourage its citizens to view person-to-person international engagement as integral to the obligation of being an American citizen USCCD Additionally, the mass communication top down elucidated by C.

Wright Mills in his classic treatise The Power Elite has morphed into what the prescient Mills described as public communication bottom up. Media development has begun to witness such an upheaval. Democratization of the web was ushered in in the early s via the invention of the Mosaic browser by a University of Illinois professor.

A decade later, two students from the University of Illinois pioneered YouTube, further flattening the media hierarchy, and with it the agenda-setting process previously reserved to media moguls. Today, anyone with a computer and access to YouTube and similar sites can effectively be her own television station. The power of such bottom up technologies was witnessed during the U. A fundamental objective in grassroots public diplomacy efforts is to create a meaningful relationship that invites and establishes the needed personal grounding and connection from which trust—an essential requisite for credibility—emanates.

Except in the most remote and disconnected places on earth, citizens of the 21 st century are vastly different from their ancestors, and in many cases, from their parents, just one generation removed. Generally speaking, there is a global citizen push for more transparency and accountability from governments in conducting their political affairs. Citizens and advocacy groups demand active roles in decision-making processes. Furthermore, such groups have the ability to engage and wage credible counter-campaigns via the communication networks if the status quo is resistant to their expectations or demands.

Publics are no longer content to be passive elements of political structures. On the contrary, engaged individuals, armed with the communication tools to do so, take initiative to demonstrate their presence in local as well as international relations. The result is an ever changing diplomatic roadmap that frequently shows citizen groups ahead of governments in strategically addressing issues and problems, and a gradual, sometimes enthusiastic, sometimes reluctant marriage of traditional and public diplomacy on the world stage.

This plethora of communication channels provides advocates with an abundance of strategic choices. Nearly fifty years ago, McLuhan wrote: The variety of media platforms, cost effectiveness, ease of use, and increased citizen interest encourage individual participation in diplomacy. Additionally, ICTs offer a more egalitarian platform through which to interact with others in the absence of strictly defined power dynamics. It describes the existence of the networks among computers through which all users, including corporations, governments, and ordinary citizens can correspond with each other—horizontally, as it were, rather than as passive receivers of information coming from corporate media outlets.

Suffice it to say, advocacy of citizen participation in diplomacy, grassroots international engagement, or people-to-people communication is not a novel idea. Throughout history advocates outside the traditional diplomatic corps have long attempted and lobbied to be engaged in the process. Prior to the media revolution and access to such unprecedented communication tools, traditional diplomatic agents had more control of the diplomacy dynamic; they could decide whether citizen efforts and input were beneficial to diplomatic efforts.

Today, the landscape has changed. ICTs provide unprecedented tools and unparalleled access for citizen involvement in the global arena. Public diplomacy borrows the international understanding of traditional diplomacy and describes the attempts of communication between governments, corporations, civil society organizations, and individuals. Fortner describes the practice as an attempt to win the hearts and minds of the people.

The primary goal is to deliver messages to target audiences. In one-way communication, the audience usually plays a static, passive role. As this type of communication focuses on message transfer, it frequently does not consider the changing needs and expectations of the audience nor does it always make adjustments according to the feedback received.

Therefore, the sender frequently does not acquire the necessary information to adjust to the changes in the audience or in the general societal framework. Most public diplomacy projects are intended to create two-way communication bridges between societies and to foster meaningful dialogue. In other words, unlike one-way communication, the dialogue environment enables, invites, and engages feedback processes. Through active engagement of the audience, the meanings of the messages are received, negotiated, accepted, rejected, modified, and recalibrated in an ongoing process.

Communication requires an active transmission of a specially designed message for a target audience, using symbols verbal and non-verbal that are readily understood and accepted by the targeted receivers. Furthermore, the initial act of the receivers one person or many accepting and processing the message must be followed by feedback to the original source of the message Shannon and Weaver, Ideally, this occurs after the receiver has engaged in critical and deliberative thinking.

The communication act is hindered by the fact that language and words are only symbols and that the meaning of such symbols differs from one individual to another dependent upon their past experiences. Furthermore, a fundamental requirement for strategic communication in public diplomacy is to establish trust among the involved parties and publics. For a relationship to develop and flourish, the involved parties must be adaptive and work to keep the communication process moving forward Heifetz et al.

Emerging and sustained growth of ethos and trust among the parties requires that both parties honor and keep their word and live up to agreements. If there is the slightest concern that something is not understood, or that a position or issue is possibly misrepresented, intentionally or unintentionally, by the media or another entity that might not share the collaborative agenda, both parties must agree to adhere to the practice of checking with each other to ensure the relationship remains healthy and on track.

This allows a dialogue to continue and provides the opportunity for the nurturing of trust so that any discrepancy or disagreement can be explored openly and honestly. The overall goal is to establish common ground—some shared beliefs and values—thereby establishing a trusting context where areas of conflict and disagreement can be candidly discussed without fear of harming the relationship Payne b. It is from this communication perspective that effective public diplomacy can be successful, especially with the evolving channels and means of communication of Web 1.

In other words, advances in the technology of a medium eventually contribute to a change within the culture of which it is a part. The first generation of web technologies, known as Web 1. With these types of online tools, users are passive recipients of the information supplied by different sources on the Internet. Websites built in the Web 1. However, there is one major handicap for public diplomacy advocates: Web logs, more popularly known as blogs, now populate the digital world.

Millions of users post their views on sundry issues every day. Wiki technology is used to create websites entirely composed of user contributions. In other words, the Web 2. The next generation of web technologies is likely to be based on semantics and personalization, as people use the Internet as their primary information source and personal branding tool.

Online social media tools enable users to create content, interact with other users, and establish a community. The public diplomacy activities discussed above—broadcasting, information activities, and international exchanges—in the past have required large budgets and investments. Such activities have been mainly carried out by governments in a top-down method, using what C. Wright Mills described as mass communication. In other words, government officials at the top have crafted the strategy documents to reach out to foreign audiences.

However, today, through online social media platforms, any person with an internet connection can launch a public diplomacy initiative. First, it is possible to argue that governments have not been as efficient as individuals in keeping up with and using new communication technologies. Web 2. Ordinary people no longer need official positions nor expensive devices to share their ideas in the global public sphere. Through several online platforms, people can spread their messages.

This can be a real advantage to change agents and a very sticky problem for autocratic regimes bent on maintaining top-down control of all communication. The authors suggest that we are in the midst of an historic sea change in power and authority, moving away from nation state diplomacy and towards citizen-to-citizen communication. The result is a decisive impact on the future of traditional diplomacy and the rapidly emerging field and practice of grassroots public diplomacy.

In , four young professionals launched a website, www. The main objective of the project is to create and sustain a Web 2. Through Turkayfe. Contributors can share articles, photos, audio clips, videos, presentations, resources and other personal experiences of the country. The project uses new communication tools to engage a virtual audience in conversation and networking, both between the project and the users, and among the users themselves.

Sharing personal perspective, knowledge, and experience related to Turkey in the aforementioned subjects creates opportunity for two-way communication. New developments in communication technologies oblige nation-branding projects such as Turkayfe. Through such interactive communication tools it is possible to increase brand awareness among target audiences. Thus far, official Turkish branding attempts led by the Ministry of Tourism and Culture make use of earlier, static, Web 1.

These communication channels are neither user friendly nor functional for interaction.

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Public Diplomacy Rapid advancements in communication and transportation technologies in recent history have created new and emerging tools that make it possible for every individual to share information with a global audience. Social networking technologies, especially, have revolutionized the possibilities of person-to-person communication, particularly by making obsolete the geographical boundaries that once divided cultures and nationalities. This paper presents the case studies of two such initiatives—Turkayfe. Through Web 2. People no longer need capital or the ownership of mass media companies to share their ideas and knowledge or to shape the news media agenda Gillmor ; Gant This paper will explore; 1 how an historic and traditional entity necessary for government, commerce, and civility—in other words, diplomacy —has been impacted by Web 2. Seong-Hun Yun and Elizabeth L. Toth divide public diplomacy activity into two categories: The first category encompasses the idea that the nation state is the primary actor in international relations.

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