Public Diplomacy, Information, and Journalism: a Model Needed for Bordering

Neighbors. The Case of North America.

byDr. Manuel Chavez Michigan State UniversityCollege of Communication Arts and SciencesSchool of Journalism

Public Diplomacy Conceptual Framework (U.S.)

TraditionalInforming and influencing foreign publicsPromoting cultural understanding Instrument of foreign policyHeavy use of mass communication (broadcasting)

New-revisitedPromoting national interest and national securityInfluencing public opinionProviding information and briefings to the press Specialized use of multi-media platforms

Public Diplomacy in North America –levels of prioritization

UNITED STATESHigh priority after WWIILow priority after Cold WarRenewed priority after Sept. 11

CANADALow priority until 2001Increasing high priority after Sep. 11 and SPP

MEXICOHigh priority 1990-1994Low priority since 1995

REALITIES-Economic Interdependence of North America –Trade 2007

2007 Total Value $776 billion USD Increase in the last 5 years by 42% Trade with Canada equals $461 billion,

increase by 15% Trade with Mexico equals $315 billion

increase by 70% Trade with Canada and Mexico

accounts for almost 45% of the total U.S. trade.

For Canada and Mexico, the U.S. is partner #1.

For the U.S. Canada is #1 and Mexico #3.

Energy will be the primary sector. 2005 Security and Prosperity

Partnership agenda (logistics, logistics, logistics)

Data: U.S. Dept. of Commerce and U.S. Trade Authority Office

REALITIES-Logistical Interdependence in North America (land border crossings) 2006

CAN-USA

Percent Total

MEX-USA

Percent Total

Trucks 8.0 7.2 6.0 1.8

Vehicles 33.1 29.7 90.1 26.8

Pedestrians 1.1 1.0 50.2 14.9

Passengers 69.2 62.1 190.3 56.5

TOTAL INS/VER

111.4 100.0 336.6 100.0

Source: 2006 U.S. Department of Transportation Annual Report, 2006 U.S. Department of Homeland Security Partial District Reports

NAFTA Countries and the Post 9/11 effect: Security and Prosperity Partnership of North America (SPP)

Signed in Waco, Texas. March 23, 2005

New Initiative for NAFTA Countries –the Post 9/11 effect (SPP)

SECURITY PROSPERITY

Content areas

Traveler securityCargo securityBio-protectionAviation securityMaritime securityLaw enforcement cooperationIntelligence cooperationProtection, prevention and responseBorder facilitationScience and technology cooperation

Manufactured goods, sectoral & regional competitivenessMovement of goodsE-commerce and ICTFinancial servicesTransportationEnergyEnvironmentFood and agricultureHealth

Total areas

10 9

Security and Prosperity in North America –major categories

SECURITY PROSPERITY

Major categories

• Secure North America from external threats• Prevent and respond to threats within North America (food, health, environment)• Further streamline the secure movement of low-risk traffic across shared borders

• Improve productivity

• Reduce the costs of trade

• Enhance the quality of life

Focus •Development of joint preventive, protective and response actions•Intelligence sharing and screening•Collaborative operations and law enforcement

•Facilitation for business operation•Collaboration for business resources (movement of G & P)•Safe food supply & joint controls for environment and health

A major challenge for SPP is public diplomacy

Major structural challenges to implement the partnership:♦ No clear support from public opinion –on any

country♦ No clear information of each country produced

by that country [U.S. in Mexico/U.S. in Canada; Canada in U.S./Canada in Mexico; Mexico in U.S./Mexico in Canada]

♦ Low levels of information to local and regional governments

♦ Press coverage in border areas with persistent framing: MEX<>U.S.<>CAN

Mexico coverage by the U.S. press -what are the issues?

80% of news printed:– Narcotics and Drugs– Immigration– Border Control– Economy– Sensationalist events

20% news printed– Internal affairs– Educational, health, and

Environmental– Culture– Ethnicity

U.S. coverage by the Mexican press -what are the issues?

80% of news printed – Binational relations– Trade and economics– Migration issues

20% of news printed– Show-business– Sports– Internal affairs– Congress vs administration– Sensationalist events

Yet, coverage of Mexico: a view from the U.S.

Washington Post story in 2002:– Two Pulitzer prizes

for articles related to Mexico’s judicial system in Guerrero

Wall Street Journal in 2003– Elba Esther Gordillo

article on first page Correspondents from: San

Diego Union, Chicago Tribune, LA Times, Dallas Morning Star, WP, WSJ, NYT, Miami Herald, and CNN.

Current status of public diplomacy

Little academic work in international relations and international communication literature– Few exceptions: Leonard, 2006; Nye, 2004; Gilboa,

2000.Think Tanks activism for reform

– RAND Corporation– Heritage Foundation– Center for Strategic and International Studies– Woodrow Wilson Center– Netherlands Institute of International Relations

“Clingendael”

The Role of Journalism under Public Diplomacy

Informing the public => creating public opinion

Facilitation of mutual understanding => decoding policies and actors

Prompt access to information in embassies & consulates => access to policy makers

Advocacy to influence policies. Adaptable to media platform (printed,

broadcasting, electronic)