The global image of US has been severely damaged by actions of the Bush administration. After 9/11 Americans enjoyed almost worldwide empathy and support that allow them to wage the war against Afghanistan. However, this situation hasn’t lasted long and was undermined mainly by the preemptive invasion on Iraq and highly unilateral character of decision-making process in Washington. Moreover Bush’s terminology (‘war on terror’) and bully slogans (‘you are either with us or against us’) alienated many governments and in many cases created enemies where there were no enemies.
The Obama administration rejected unilateralism that was so strongly advocated by previous 
government. Nowadays we live in the world where nothing can be done by the USA alone, but also nothing can be done without the USA. Thus cooperation is necessary, but is hard to achieve when a big part of the world has hostile attitudes towards your country.
Obama’s opposition to the war in Iraq was a factor that has distinguished him from other candidates during presidential campaign in the USA. He has created meaningful relations with potential voters and supporters using internet and other people to people platforms- significant component of public diplomacy. The conduct of his campaign gave him a substantial boost of votes and as a result led to his election.
Obama based his candidature on preferences leaning towards greater reliance on communication and dialogue r
ather than coercion and power. Central to his foreign policy approach became the lessons he learned as a community organizer in Chicago: listen to different views, understand the various motivations and then focus on the commonalities, not the differences. Once being elected, Barrack Obama and his administration started working on shifting the U.S image towards more friendly and favourable. Obama started his goodwill tour of the world, proffering hand rather than a fist.
Probably the best example of that shift was his speech given in Cairo where Obama addressed the Muslim world. He spoke about new beginning between USA and Islam based on mutual interest and mutual respect. America and Islam, he continued, ‘are not exclusive and need not be in competition, instead they overlap and share same principles, principles of justice, tolerance, progress and the dignity of all human beings’.
This was a remarkable change in the way that US diplomacy is conducted. However, now actions must follow the words to make it work; and Obama himself must prove that he is not only a great orator, but also an excellent statesman.
Dr. J. Gregory Payne-President Barack Obama: Advocate of Grassroots Public Diplomacy
accessed http://www.tripodos.com/pdf/M04.pdf77.pdf
I do completely agree with your point. On the USA example we can see clearly the failure of American public diplomacy during President Bush administration, and than we can see how President Obama is trying to fix the US image.
ReplyDeleteHi Hubert,
ReplyDeleteI just wanted to reflect on your emphasis about one of the main features of Public Diplomacy, which is trying to transform to more of a dialogue, rather than monologue. Barack Obama's speech and his approach: "listen to different views, understand the various motivations and then focus on the commonalities, not the differences" at least shows one step closer to an attempt to bring about a dialogue in Public Diplomacy. Now the main concern is as Berridge states: "listening to foreigners is one thing; giving equal weight to what they say is another". Thus, I agree with you, it mainly depends on whether words will be followed by actions. Although, putting all onto Barack Obama's shoulder is not fair either, since only through cooperation and collaboration can a mutually beneficial result can be attained.
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