US as a Superpower. PD and Branding Flashcards
Prceptions of the US
Gallup 134 countries: 48% accepted obamas leadership
30% trump leadership in 2017
acceptance rose in poland about 10%
PEW research center: 34 countries: Poland, Italy and HUngary are the most pro-US countries globally. Western Europe most critical
who trusted the people more
more putin than trump in 2020
what are US soft power assets?
culture
values
foreign policy
american style of life
hollywood/music/arts/sports/universities
Internet Facebook Google X CNN
promotion of democracy
labor market
relevance of the US broadcasting in central and eastern europe
yes
describe Voice of America
broadcast to communicate directly with the people of the world by radio. must win the attention and respect of listeners.
VOA will serve as reliable and authoritative source of news. accurate objective and comprehensive
VOA will represent the policies of the Uited States clearly and effectively and will also present responsible discussions and opinion on these policiies
how was VOA formed?
Smith-Mundt Act: how US government can engage in public diplomacy. among the proivisions of the 1948 act was the creation of information serivece- major vehicle to achieve this objective: development of the international broadcasting station voice of america (VOA)
an example of failure of Public Diplomacy
shared values initiative
what is an example of strategy in public diplomacy?
under Joe Bidens admin: promoting american and democratic values priority
why is the superpowers public diplomacy less symmetric than in other models?
because of their profound hard power potential
Give details about US PD MODEL
mediatized (international broadcastin)
including cultural and educational diplomacy (huge relecance of non state actors in culture and education)
encompassing promotion of democracy and development aid
listening is not its strerngth
why is us a mega brand
country still unrivalled in cultural production, and technological innovation but drops in higher education
film, television and music industries set the pace and trends for the rest of the world
leads the way in technology and innovation
decline of the us influence by the beginning of 2022 how the war in ukraine changes the perception of the US as a mega brand? relevant variable for the coming presidential election 2024
what is USAGM
The United States Agency for Global Media (USAGM) is a networked global media agency. The six entities that comprise the USAGM complement and reinforce one another in a shared mission vital to U.S. national interests: to inform, engage and connect people around the world in support of freedom and democracy. Together, USAGM entities communicate each week with more than 410 million people across the globe.
authoritarian regime: whats special?
governments more centralized than by democratic regimes, limited inclusion of non state actors and civil society control over media
example China, which growth increases not only hard but also soft power of China?
economic growth
what s chinas soft power assets?
culture and national heritage
but: RsF 179 out of 180 countries in the Freedom of the Press, repression against hounalism
