Historically, after the invention of the printing press in Europe; the communication with the foreign publics was potentially altered. At the end of the Middle Ages, the Venetians had already introduced the systematic dissemination of newsletters inside their own diplomatic service. Under ancient regimes, the French started rebuilding their country image abroad than other European powers. Identity creation and image projection as well as nation branding became peak under Louis XIV and similarly in other countries like Turkey had also followed it aftermath of the Ottoman Empire.
Public diplomacy (PD) is a ever expanding field. PD doesn’t have a one line definition. However, according to Nicolas Cull; he had mentioned 5 elements of PD: Listening, Advocacy, Cultural Diplomacy, Exchange diplomacy and International Broadcasting (IB). According to Center on Public Diplomacy “PD has been widely seen as a transparent means by which a sovereign country communicates with publics in other countries aimed at informing and influencing audiences overseas for the purpose of promoting the national interest and advancing its foreign policy goals.”
These 5 elements has been now effectively conducted via use of internet; famously known as digital diplomacy. When British Prime Minister Palmerston had reported reaction of “My God, this is the end of diplomacy” after receiving the first telegraph message in 1850’s from Foreign Ministry. Such reaction was obvious when diplomatic letters used to travel manually from country to country in longer period. And, Telegraph invention had made long distance transfer of textual message easier rather than physical exchange of an object bearing the message. PD from the time of Telegraph to the time of Social Media; it has changed drastically. Before the audience was generally a specified person of foreign service but today PD has been targeted to pro-grassroots overseas. These grassroots are probably a university graduates, local entrepreneurs or veteran who get influenced and impressed by the specific country’s image and ultimately wants to visit, study, work, or migrate there.
Underlining these realities, today digital platforms are widely used to conduct PD. It is being used because it has a wider coverage and message can be transmitted within a second-minute than traditional PD method like meeting people, organizing cultural show, events. PD implementation via digital platforms is cheap and very less time consuming than traditional PD conduction method. In the case of Nepal, the US Embassy is using Social Media(Twitter & Facebook) widely comparing to any Embassies based in Kathmandu, Nepal to conduct PD.
PD by the US Embassy in Nepal via Twitter
The US Embassy in Nepal is forefront in conducting PD via use of digital tools. The US Embassy in Nepal regularly uses Embassy’s Facebook page, Twitter and Ambassador’s Twitter handle to conduct PD. The US Embassy in Nepal has around 4.1 Million Likes on Facebook (till date)whereas Indian Embassy in Nepal has around 100k likes(till date). Also, British Embassy in Nepal has around 76,000 likes(till date) on Facebook. Similarly, the US Embassy in Nepal has 402.5k(till date) followers on Twitter, and Indian Embassy in Nepal has 67.4K(till date) followers. The US Ambassador to Nepal Randy Berry personal Twitter handle has 187.8k(till date) followers whereas Chinese Ambassador to Nepal personal Twitter handle has 22.3k(till date) followers. Interestingly, the Facebook likes of Nepali Embassy USA has 4956 likes(till date) and 850 followers(till date) on Twitter. This shows, the US PD implementation via digital tools is very much effective comparing to Nepali Embassy in DC. The one who engages more on PD gets more chance to promote its national interest. And, in this front the US is getting more grounds than Nepali Embassy in DC. Despite the fact that, developing world like Nepal should have to engage more on digital platforms to promote its national interest in the Washington D.C(which is the apex location for formulating the US foreign policies affecting globally).
American Ambassador/Embassy in Nepal not only promoting PD via Twitter but also showing indirect symbol of proxy war in Nepali land between the US & China. After Chinese president Xi visit to Nepal on Oct 12, 2019; American Ambassador(Amb.) had Tweeted “It’s almost been a year since I’ve returned to Nepal, & along with amazing culture & natural beauty, Nepali food never disappoints! My two faves are momos in Boudha and DalBhat in Mustang! #WorldFoodDay.
Interestingly, Amb. Randy Berry rightly pointed the names of these two places which has a geopolitical importance for Nepal. These are the places where there is the strong secretive presence of China and America—whether it is a perceived CIA backed Khampas movement of Mustang in 1960’s or Free Tibet Movement protestors arrested in Boudha, Kathmandu. Both places are interest area of the US & Chinese foreign policies. Amb. Randy Berry had used Twitter in multiple occasions to conduct PD in Nepal. His Tweet is generally from promoting Nepali culture, festivals, Traditions, the US signature strategy known as Indo-Pacific Strategy(IPS) to the issue of women empowerment. He had even started communicating with general public in Twitter despite reservation from Nepal’s foreign ministry. He acts like a Nepali political leaders who visit places of Nepal and receives public warm welcome. Being a political man from Washington; he had hit the right nailed on PD to impress and influence Nepali public.
His few popular Tweets are as mentioned below:
What is the Indo-Pacific Strategy? It is our broad approach to economic, security & governance engagement in this region. In short, it’s our way of saying that we’re committed to this region & that we will always uphold & support a free, fair, & rules-based international order.
What was the best part of my Nepalgunj trip? Tough question! But the most delicious part was definitely my visit to Mubarak Biryani!
To support the #VisitNepal2020 campaign, I announce a month-long initiative across all @USEmbassyNepal social media platforms to promote tourism in Nepal through pics/stories of US staff & families traveling across the country, joining 78K Americans who visited during Jan-Oct 19.
I really enjoy interacting with you all on social media, but I realized that I will probably never meet all 4 million of our @USEmbassyNepal social media followers…so I am beginning “राजदूतसँग गफगाफ” to hear from & answer questions from you all. Stay tuned
I joined Nepali & American women from the US Mission family to experience the excitement of Teej festival celebrations! Wishes for an exciting, happy, colorful & empowering Teej to all of you! #HappyTeej
The US Embassy in Nepal has been using Twitter to promote its PD. Its Social Media presence in Twitter & Facebook is much more larger than UK, China or India. Even Foreign Ministry of Nepal(MOFA) Twitter handle has a 130.2k followers(till date), Nepali foreign Secretary has 1918 followers(till date) and Nepali Foreign Minister has a 248.9k followers(till date). This means, MOFA has been less engaging comparing to the US Embassy Twitter handle whereas Nepali Foreign Secretary is lagging behind in promoting Nepali diplomacy comparing to the US Ambassador. Nepali Foreign Minister has less Twitter followers than the US Embassy Twitter handle. This openly says, Nepal’s institutional and dignitaries Social Media presence is negligible comparing to the US. In this hyper digital age, Nepal is lagging behind to promote its diplomacy via digital platforms—which is not so much expensive and doesn’t require expert human resource. At this time, Nepali Foreign Ministry doesn’t need a radical shift but very simple renovation.
This simple renovation can be digitalizing Nepali foreign affairs. Overall these signifies that; the US wants to engage with Nepali public in much more comprehensive way. Pivotal Example is : The Amb. Randy Berry “ Chat with Ambassador” shows that, he is using the soft power to influence and impress Nepali public ultimately to promote the US vested interest in Nepal. Whether it is the case of Tweeting/posting on any Nepali festivals or promoting IPS—all proves that the US wants to counter influence of immediate neighbors of Nepal i.e. India & China. PD promotion(digitally) by super power countries in developing country like Nepal is not new. It is an enlarged strategies in the form of soft power to gain, retain and expand their influence. So, the key message is: Nepal need a win-win strategy by altering this perceive American zero-sum strategy conducted via digital platform.
International Relations Amid the Pandemic
We could rest assured that COVID-19 will be defeated, sooner rather than later. The excessive angst and fear we currently feel will gradually subside, while our science will find effective antidotes so that people could look back on the pandemic years as a ghastly dream.
At the same time, it is also clear that a post-pandemic world will be quite different to the world we knew before. The argument that the world needs a massive shake-up to move to the next stage of its development has been quite popular ever since the end of the Cold War. Some prophesied that this would come as a result of a profound economic crisis, while others argued that a large-scale war may well be on the cards. As often happens, though, what turned the world on its head came as if out of nowhere. Within a short span of just a few months, the COVID-19 pandemic shed a light on all the many contradictions and setbacks of our age. It went on to outline the trajectory for economic prosperity, scientific breakthroughs and technological advancements going forward, opening up new opportunities for self-realization and fulfilment. The question pertinent today is: Who will be able to best exploit the new reality and take advantage of the opportunities that are opening up? And how?
COVID-19 has also left its mark on the current architecture of international relations.
At the turn of the century, it was mired in crisis. The end of the Cold War towards the late 20th century effectively signaled the beginning of the transition from the bipolar world order established in the wake of the Second World War to a model that had yet to be created. A bitter struggle would unfold as to what the new world order had to be, with the issue still unsettled today. A number of states, as well as non-state actors, willing to take advantage of this uncertainty in global affairs and redistribute the spheres of influence in the world is what it ultimately boils down to. In a sense, such a scenario should have come as no surprise since the contradictions between the profound changes encompassing the public domain and the rigid model of international relations established in the mid-20th century by the powers victorious in the Second World War had continued to grow in recent decades.
The COVID-19 pandemic has proved to be a stern and unprecedented test of strength that has revealed the limits of the current architecture of international relations. Previous crises—be they financial turmoil, struggle against terrorism, regional conflicts or something else—were, in fact, temporary and rather limited in their implications, however severe they were. The COVID-19 pandemic has affected each and every country in the world, regardless of their political regimes and social conventions, economic prosperity and military might. The pandemic has exposed the fragility of the modern world as well as the growing risks and challenges; and if ignored, they could plunge the world into a descending spiral of self-destruction.
The pandemic continues, which means we are yet to draw a final conclusion on its consequences for the system of international relations. That being said, a number of tentative conclusions are already taking shape.
Point 1. Globalization, despite its obvious side effects, has already changed the face of our world, irreversibly making it truly interdependent. This has been said before; however, the opponents of globalization have tried—and continue to try—to downplay its consequences for modern society. As it happens, they would like to think of globalization as little more than an episode in international life. Although it has been going on for quite some time now, it is nevertheless incapable of changing the familiar landscape of the world. The pandemic has lifted the curtain on what the modern world truly looks like. Here, state borders are nothing more than an administrative and bureaucratic construct as they are powerless to prevent active communication among people, whether spiritual, scientific, informational or of any other kind. Likewise, official borders are not an obstacle to the modern security threats proliferating among states. The waves of COVID-19 have wreaked havoc on all countries. No nation has been able to escape this fate. The same will also happen time and again with other challenges unless we recognize this obvious reality to start thinking about how states should act amid the new circumstances.
Point 2. The international system withstood the initial onslaught in spite of the incessant fearmongers prophesying its impending collapse. Following a rather brief period of confusion and helplessness, the United Nations, the World Health Organization, the World Bank, G20 and other global and regional organizations got their act together (albeit some better than others), taking urgent action to contain the pandemic. This proves that the system of international relations that was constructed after the Second World War still functions, although it is far from perfect or devoid of shortcomings.
In a similar vein, the fight against the pandemic has demonstrated that many international structures are increasingly out of step with the modern reality, proving incapable of mobilizing quickly enough to make a difference in our ever-changing world. This, once again, pushes to the fore the issue of a reformed United Nations system (and other international institutions), while the issue is progressively getting even more urgent. Moving forward, the international community will likely have to face challenges no less dangerous than the current pandemic. We have to be prepared for this.
Point 3. As the role of international institutions in global affairs weakens, centrifugal tendencies gain momentum, with countries—for the most part, global leaders—starting to put their national interests first. The global information war surrounding various anti-COVID-19 vaccines is a prime example of this. Not only has it seriously upset successes in the fight against the pandemic, but it has also added a new dimension to mutual distrust and rivalry. The world has effectively fallen back to the “rules” of the Cold War era, when countries with different socio-political systems were desperate to prove their superiority, with little regard for common interests such as security and development.
Pursuing such a policy today is fraught with grave consequences for every nation, since new security threats care little for borders. The recent events in Afghanistan should serve as a lesson for us all, showing that any serious regional crisis, even in a most remote corner of the world, will inevitably have global implications. Therefore, we are all facing a stark choice: either unite against these new challenges or become hostage to the various extremists and adventurers.
Point 4. Some political leaders have been quick to use the challenges of the pandemic as a pretext to strengthen the role of the state at the expense of fundamental democratic principles and binding international obligations. This may be justified or even necessitated at a time of the most acute phases of a severe crisis, when all available resources need to be mobilized to repel the threat.
However, one gets the impression that some politicians are increasingly in the groove for these extended powers and would very much like to hold onto them, using the likelihood of new crises as a justification. This line of thinking could prove to be an insurmountable obstacle to a new model of international relations to be established in accordance with the modern reality, where states would be expected to pool their efforts in the interests of global security and development.
Point 5. As always happens in times of profound crises, the international community is looking to major powers and their leadership for guidance. The future course of history in all realms of life, naturally including international relations, will hinge on what these countries choose to do, deciding whether solidarity prevails over national egoism. President Putin’s initiative to hold a meeting of the heads of state of the permanent UN Security Council members could be a good starting point to foster understanding and seek new ways of moving forward. We cannot keep putting off a frank and thorough conversation about the future world order, as the costs of new delays could be too grave for everyone to handle.
From our partner RIAC
Relevance of the Soft Power in Modern World
In modern days, the relevance of Soft Power has increased manifolds. At times, the COIVD-19 has hooked the whole human race; this concept has further come into the limelight. The term, Soft Power was coined by the American Scientist Joseph Nye. Soft Power is the ability of a country to get what it wants through attraction rather than coercion. By tapping the tool of Soft Power, a country can earn respect and elevate its global position. Hard Power cannot be exercised exceeding a territory, and if any country follows this suit, its image is tarnished globally. However, it is Soft Power that can boost the perception and create a niche of a nation. Soft Power is regarded as the essential factor of the overall strength of a country. It can increase the adhesion and the determination of the people in a realm to shape the foreign relations of any nation. Nye held that the Soft Power arsenal would include culture, political values, and foreign policy.
After the Cold War, many nations pumped billions of dollars into Soft Power initiatives, and the US mastered this concept. The US has sailed on the waters of Soft Power by harnessing the tool of media, politics, and economic aid. The US boasts globally recognized brands and companies, Hollywood, and its quest for democratic evangelization. Through movies, the US has disseminated its culture worldwide. American movies are viewed by a massive audience worldwide. The promotion of the US culture through films is a phenomenon (culture imperialism) where the US subtly wants to dominate the world by spreading its culture. Through Hollywood films, the US has an aspiration to influence the world by using Soft Power tools. Hollywood is considered as the pioneer of fashion, and people across the globe imitate and adopt things from Hollywood to their daily life. Such cultural export lure foreign nations to fantasize about the US as a pillar of Soft Power. Educational exchange programs, earthquake relief in Japan and Haiti, famine relief in Africa stand as the best example of the US initiatives of Soft Power. Now, the American political and cultural appeal is so extensive that the majority of international institutions reflect US interests. The US, however, witnessed a drop from 1st place to 6th on the Global Soft Power Index. This wane can be attributed to the attack on the US Capitol Hill sparked by former US President Donald Trump. In addition, his dubious decisions also hold responsibilities that curtailed the US soft power image, that is, particularly the US withdrawal from the Paris Climate Agreement.
Beijing is leaving no stone unturned to ace this area. China, rich in culture and traditional philosophy, boasts abundant sources of Soft Power. China is contemplating and exploring an innovative strategy in its rise in international politics. There have been notable elements in the Chinese diplomatic practice, including softer rhetoric, promotion of its culture abroad, economic diplomacy, and image building. Beijing, amid an ongoing pandemic, has extended vaccine help to 80 countries. Such initiative taken by China has elevated its worth globally during difficult times of the pandemic. According to the Global Soft Power index 2021, China stands in the 8th slot. China is an old civilization with a rich culture. China has stressed culture as a crucial source of Soft Power. In a bid to enhance its cultural dominance, Beijing has built many Confucius Institutes overseas. However, this has not been whole-heartedly embraced by the Chinese neighbors due to territorial disputes on the South China Sea. Moreover, International Order, dominated by the West, is wary of Beijing. China’s authoritarian political system is not welcomed in Western democracies. Therefore, China finds it hard to generate Soft Power in democracies. In recent times, Beijing has witnessed tremendous extension in its economy; thus, it focuses on harnessing economic tools to advance its Soft Power. Consequently, Beijing has driven its focus on geoeconomics to accelerate its Soft Power.
Unfortunately, Pakistan, in this sphere, finds itself in a very infirm position -securing 63rd position in the Global Soft Power Index. In comparison with Pakistan, India boasts a lot of Soft Power by achieving the 36th position in the Global Soft Power Index. Its movies, yoga, and classical and popular dance and music have uplifted the Indian soft image. In the promotion of the Indian Soft Power Image, Bollywood plays a leading role and it stretches beyond India. Bollywood has been projected as a great Soft Power tool for India. Bollywood stars are admired globally. For instance, Shahrukh Khan, known as Baadshah of Bollywood, has a fan following across the world. Through its Cinema, India has attracted the attention of the world. Indian movies have recognition in the world and helped India earn billions of dollars. However, the Modi government has curtailed the freedom of Bollywood. Filmmakers claim that their movies are victim of censorship. Moreover, the anti-Muslim narrative has triggered in India, which has tarnished the Indian image of secular country and eventually splashing the Indian Soft image. Protests of farmers, revocation of article 370 in Kashmir, and the controversial Citizen Amendment Act (CAA) have degraded the Indian Soft Power.
Pakistan is not in the tier of the countries acing the Soft Power notion. In Pakistan, expressions of Soft Power, like spiritualism, tourism, cinema, literature, cricket, and handicrafts, are untapped. Pakistan is on the list of those countries having immense tourism potential and its culture is its strength. Unfortunately, no concrete steps are taken to promote the Pakistani culture and tourism. The Pakistani movies are stuck in advancing Pakistan’s narrative worldwide due to lack of the interest of successive governments in this sphere. In addition, these movies lack suitable content, that’s why people prefer watching Bollywood or Hollywood movies. It is the job of the government to harness the expressions of Soft Power. Through movies and soap operas, we can disseminate our culture, push our narrative, and promote our tourism. Government-sponsored campaigns on electronic media can help greatly in this sphere. Apart from the role of government, this necessitates the involvement of all stakeholders, including artists, entrepreneurs, academics, policymakers, and civil society.
Planetary Drought of Leadership
The Tokyo Olympic Games, just concluded, were a spectacular success and grateful thanks are owed to our Japanese hosts to make this event so, at a time when we were in the middle of a global pandemic. There were many doubts expressed beforehand by many people over the Games going ahead during the pandemic, but the precautionary measures put in place were well handled and not obtrusive.
For anyone who had the opportunity to watch the Games via TV they must have been struck by the wonderful sportsmanship and friendship shown by the competitors of all nations taking part, whatever race and ethnicity. It prompted me to think and ask why the countries of the world cannot exercise some of the same degree of friendship when dealing with one another rather than push forward with agendas that are antagonistic. The world holds a number of dysfunctional states as well as oppressive dictatorships where the resident population is subjected to mental as well as physical torture. Belarus is a typical example, where the leader of the country stole the election to give himself yet another term, and quashes any dissent, with some paying the ultimate price. He has the arrogance to divert a commercial flight so that he can arrest someone who opposes him and then beats him up, before parading him in front of the cameras to say an apology, which everyone can see was forced out of him.
The Middle East is a complex problem and has been for centuries, the home of some of the oldest civilisations and the divergent monotheistic religions, which add a complicating factor. It surprisingly has been relatively quiet for the last period. Until the next flare up.
Myanmar has also been quiet, or so it seems. The military patrols across the country, particularly in states that offer some resistance and tough guerrilla opposition. The military behave badly, continuing the practice of killing, rape and pillage if not total destruction of small communities which cannot offer any resistance. Corruption is thriving. The military government have ‘promised’ fresh elections next February, 6 months hence, but it is most unlikely that these will be ‘fair and free’. The troubled conditions will continue. It will be an issue of continuing concern for ASEAN and more widely. A recent visit for a documentary had to be carried out illegally in case the military had discovered that the local people had been welcoming and helpful. The repercussions would have been appalling.
The latest situation that has arisen is the Afghanistan blitz takeover by the Taliban, a medieval group promoting the fundamental sharia doctrine, which is out of date and treats women as ‘non-persons’. They have also harboured terrorists, one group pulling off the infamous 2001, 9/11 strike on the NY Twin Towers, which awakened the US to take strong retaliatory action in Afghanistan, and forcing the Taliban out for 20 years. Their 5-year, 1996-2001, rule of Afghanistan was brought to a close after the NY happening, when the US with Allied forces took charge and ousted them.
But now the Taliban are back following a direct meeting with the then president Trump in 2017, no Afghan government present, and they saw him coming! Shades of North Korea. He said he would withdraw completely without proper assurances, leaving the country’s development less than half finished. President Joseph Biden completed the task of withdrawal, somewhat hasty, upsetting nearly all Americans in the process. The British were caught flat-footed and there is considerable anger expressed by MPs, not least because they realise that they no longer have the ability to resolve such issues themselves. They feel embarrassed and rightly so.
As one of the Afghan luminaries and most quoted intellectuals, prof. Djawed Sangdel, reminds us: “Afghanistan is a graveyard of empires. Even Alexander the Macedonian realised – 2,300 years ago – ‘it is easy to enter the country, but lethal when exiting it’. This especially if you do not respect domestic realities.” Indeed, the situation on the ground is chaotic.
The leader, Ashraf Ghani, of the weak ‘legal’ government has fled, not without rumours about bags full of cash, and that is one reason that the country has not progressed as well as it should, endemic corruption. Women, quite rightly, are fearful, as to what lies in store, as the Taliban’s record on treatment of them is brutal. They have promised to give emancipation within sharia law – which in their case was the combination of twisted and oversimplified Islamic teachings with the tribal nomadic pre-Islamic culture of the central Asian hights.
Looking at the country as a whole, one worries about its future; the Taliban have no track record of governing a country, particularly not one as complex as Afghanistan. They would have to greatly modify their approach to life, separate religion from state (affairs). However, there are credible doubts; once more the Northern Alliance will get together and the country will lapse into civil war. Will the Chinese see an opportunity and risk what others have failed to do? My heart goes out to the people of Afghanistan.
In reviewing the past few decades, it would seem that western led democracies, when they have engaged with a country, which is in trouble, have only entered it without full humanitarian understanding of the problems and not sought a proper sustainable solution. Inevitably it takes longer than one thinks, and there are not strong enough safeguards put in to avoid financial losses to development projects, sometimes major.
The UN has a major part to play, but one must ask if today’s remit is fit for purpose, or should they be reviewed, and the countries that make up the UN should look at and ask themselves if they are fair in what they give and expect, not just monetarily.
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