Twilight, Britney Spears and Grand Theft Auto: The Key to Obama's Foreign Policy?

One of the biggest legacies of the Bush administration is America's tattered global image. Karen Hughes, Bush's longtime confidante, realized (too late!) that America had a public relations problem and began to wage "a war of ideas," which mostly meant lecturing the rest of the world about freedom and democracy. The net result: anti-American sentiment at historic highs while Islamic fundamentalism flourished. As former UN Ambassador Richard Holbrooke pointedly asked "How can a man in a cave out-communicate the world's leading communications society?"

While most of America's image problem was due to the disastrous Bush foreign policy, it was also the result of America's failure both to craft a compelling message and to deliver that message effectively. In other words, the failure to tell a convincing story. Both the strategy (message content) and tactics (message delivery) of what is called "public diplomacy" have failed miserably in the past eight years, and even before.

Instead of showcasing the creativity, diversity and openness of American society, we have been arrogantly lecturing the rest of humanity about freedom and democracy. In a world where millions of people are enamored of our movies, music and technology, we try to engage them in a "battle of ideas" over arcane theories of government. All the while, we ignore some of the most powerful communications and technology platforms in history -- from new ways of storytelling to social networking on the internet -- in favor of old-fashioned messaging that is more 19th century than 21st century.

Like it or not, pop culture and technology are among our most valuable exports and most identifiable brand. People may not be interested in American-style democracy, but they avidly consume our movies, music, fashion and technology to the tune of a $100 billion a year. There may be a lot more to America than our pop culture or technology, but why ignore these powerful products of our vibrant and open culture, and focus instead on the almost sternly puritanical vision of America?

Especially when our pop culture and technology are so effective in communicating with the rest of the world? Certainly the substance of American foreign policy -- the strident militancy and arrogance of the Bush years -- will have to change before we can restore America's tattered image. But we shouldn't ignore the medium of pop culture and technology -- the hit movie Twilight, teen idol Britney Spears and video game sensation Grand Theft Auto -- in communicating our message to the world.

So how should the Obama administration institute Public Diplomacy 2.0? First, create a central agency like FDR's Office of War Information (later the US Information Agency) to oversee the public diplomacy efforts of all government departments, including State, Defense, CIA, AID and others.

Secondly, enlist the private sector as a partner in public diplomacy. Get the best talent from media, entertainment and technology. The government needs help. It doesn't have the resources, experience or expertise to go it alone.

Thirdly, set achievable, measureable goals. Public diplomacy initiatives in the past failed because they had no clearly defined goals and no measurable results. Public diplomacy, like any other messaging or branding effort, should be expected to produce definable, quantifiable results.

Finally, employ the most up-to-date communications strategies and technologies. Much of America's public diplomacy effort has been backward and tradition-bound, virtually ignoring a host of new techniques and technologies.

All around the world, people still admire America for its energy, creativity, openness and diversity. But since 9/11, our public diplomacy has focused more on our ideology than on our image, and is failing in the battle of ideas. As we embrace a combination of military might and diplomatic persuasion in our dealings with the rest of the world -- the "soft power" approach that President-elect Obama has embraced -- we must also recognize the pressing need for change in the way we craft and deliver America's message to the world.

Follow Hoyt Hilsman on Twitter: www.twitter.com/HoytHilsman

Comments

[mlpo]

Mr. Hilsman,

As one who has actually worked on PD programs I have to take issue with a number of your assertions.

To begin with, I have dealt with many foreigners from all over the world and from many different professions and I can assure you that a lack of knowledge of American pop culture is hardly a problem. The opposite is the case. The first time I took somebody to the Lincoln Memorial and heard somebody refer to it as the place that Forrest Gump made a speech I thought it was funny. A lot of people did not know Martin Luther King had made a famous speech there.

The real problem is a lack of knowledge of the REAL America. Foreigners don't even know the most basic things about our history, don't recognize our monuments, know little about how our system of government works (for example, many think the FBI functions like a regular police force), and have wild notions about how most Americans live.

The foreigners that I have worked with may know our pop music, but increasingly they don't know jazz, blues, or bluegrass. They've never seen a movie by Sundance or an American film that didn't have explosions or special effects in it.

Creating a new government bureaucracy is a huge and complicated undertaking that saps an enormous amount of time. After USIA was dismantled it took years to integrate its programs into the State Department structure.

[Hoyt Hilsman - Huffpost Blogger]

Thanks for your comment, mlpo. All good points. I understand that there is a huge gap between the image of America in the minds of foreigners and the reality of America. In my view, it is a virtually impossible task to communicate the real America to foreigners, since we Americans have a tough enough time understanding ourselves, our society and our particular political system.

My point was that foreigners have a high degree of knowledge about our pop culture, and generally enjoy consuming that culture. That already gives us an avenue for discussion, dialogue and understanding. I'm sure you've had the experience when traveling abroad of being able to talk about an American pop idol or movie star, while it would be impossible to discuss our primary system or legislative process.

The shortcomings of PD stem, as you suggest, from the dismantling of USIA, which did a pretty good job with PD. My real worry is that we do not effectively use the technological and communications platforms that we could to promote real dialogue with the rest of the world. We should look to the entertainment, media and technology arenas as platforms for that dialogue. These are platforms that already exist and are global in scale.

Thank you again for your thought-provoking comment.

[Marlyn]

"video game sensation Grand Theft Auto -- in communicating our message to the world." ???

Huh? Do you mean our message is how to kill people and steal cars?

[natx]

i imagine people all over the world have the same love/hate relationship with american pop culture that we do. this is not a knock against the twighlight's and grand theft autos of the world, but the level to which they dominate the culture. pop culture is like candy. it can taste good but too much of it might not be healthy.

yes people throughout the world like our entertainment, at the same time don't want American culture to come at the expense of losing their own local culture. you do not replace an imperial mentality of freedom and democracy, with an imperial mentality of culture.

[Hoyt Hilsman - Huffpost Blogger]

I definitely agree that America's contribution to global culture is a mixed bag. And I also see the danger of an imperial mentality of culture. But there are a number of interesting examples of cultural fusion, e.g. Bollywood, where indigenous culture fuses with global pop culture to create something quite exciting and different. There are probably lots of other examples - can you think of some that might be more pertinent?

[Furby]

Mr Hilsman, at the risk of America bashing (I apologize in advance), I do want to see your country succeed but I vividly remember discussions among adults about our neighbours to the south when I was a child. This was the late 50's and early 60's in Canada. We also listened to French media (european french media) back in those days, being bilingual. I can't remember a time in my life after the Kennedy and King assassinations where discussions about the US were positive or flattering in any way. I'm not saying people were right or wrong. I'm saying that if America thinks its fall from grace with the international community began with Bush Junior, that's not so. What may have irked the world is bad behaviour, graceless victory or loss, bible thumping, fear and hate of the unknown, unbridled vanity and conspicuous consumption. I now see hope for change.

[Daksian]

Ok, good message overall, but I cringe at the thought of Twilight, Britney Spears, and Grand Theft Auto being compared with communicating ideas. There's gotta be better pop culture examples than the poster children for misogyny, vapid celebrity and sociopath behaviour.­...

[Hoyt Hilsman - Huffpost Blogger]

Yeah, I agree with your point -- perhaps a bit of hyperbole when it comes to these examples of bubble gum pop culture. I was really trying to say that our pop culture -- in all its forms, good and bad -- is very appealing to people around the world and represents a real platform to communicate beyond the political leaders and ideologies. Music, for example, can go right to the heart of people everywhere and bring them together much more than political lectures. Thanks for the comment.

[Daksian]

Yeah, as I said, I agree with the overall message, just the specific examples made me cringe. I think music, video games, movies, icons and the like can certainly be vehicles for good messages (not 'Disney'-good necessarily, gritty and nuance is great too, such as The Dark Knight movie or Nickelback's "If Everyone Cared" music video). Thanks for responding!

[Rep/Dem both suck]

c'mon as a nineteen year old raised off that sociopathic video game and in love with a misogynic movie I resent that remark, and what was that misogynic about Twlight.

[Daksian]

Well, there are really too many specific examples to count, but the general theme will suffice: Bella's entire life is wrapped up with being with Edward. She exists for no other purpose.

[hardybear]

Thank you for that interesting perspective, it's easy to give this issue
a lower priority with the concerns of economy, war and a new administration
getting the larger headlines. So many repairs to be made to our proverbial
name overseas ... so much opportunity right now.

I so look forward to traveling overseas without needing to pretend
Canadian citizenship.

Having wandered through my share of foreign lands, it's always been
an eye-opener to see the origins of some perspectives on Americans/the
U.S. Obviously many are anecdotal, from family members living here or
their own travels. The influence of our Hollywood exports is a also remarkable
phenomenon. Your points about the use of "soft power" show a great deal of
sense and promise.

Living alone in Paris for university, I ran into a few fellows ( for me only,
residents of Northern Africa) who took those implied, movie-based perceptions of
women a shade too far. That was some time ago, I'd love to see the
current dynamics. Perhaps without the goosings.

The contributions of those who turn fame into opportunity to work for causes dear to
them are tremendously laudable and far-reaching. Whether via money raised or perceptions altered/improved.

I'm ashamed to admit that I'll give Dave Matthews, Alicia Keyes or Clooney a cheer while
mocking someone like ... Paris Hilton's stated commitments, so must endeavor to be
less judgmental. Maybe.

[Hoyt Hilsman - Huffpost Blogger]

Sounds like you've had a very interesting journey and unique perspective. I do think that travel helps us see America more broadly as others see us, which includes the view of our role in global pop culture.

[Shaddup]

Pop culture has sucked pretty much since the '70's when everything sent really corporate. However, I would be proud to write pulp fiction for the new administration. Please, buy the stuff I've already written. Book sales in America are waaaay down.