Mapping US Public Diplomacy in the 21st Century

This article tracks how the US is adapting its public diplomacy architecture to suit the needs of the information age. The areas of public diplomacy used to influence foreign target audiences are media diplomacy, public information, internal broadcasting, education and cultural programs, and political action. The agencies involved are the State Department, the International Broadcasting Bureau and the National Endowment for Democracy. Key features are the use being made of the Internet as a major tool for information dissemination and interactive communication between US public diplomacy practitioners and their target publics and the 'deep coalitions' being fostered with civil society actors to shape the norms and values of the post Cold War. This strategy is described by Arquilla and Ronfeldt as 'noopolitik' as opposed to state-centred realpolitik. Noopolitik emphasises the shaping and sharing of ideas, values, norms, laws, and ethics though soft power and is recognised by its authors as being very similar to the academic school of constructivism.