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US Government’s Digital Diplomacy
-- History, Success and Challenges -- (+some thoughts about Japan)
Makaira KK Ko Fujii
@kofujii#digitaldiplomacy
Public Diplomacy During the Cold War to Pre-Social Media Era
Two super powers trying to influence each other’s public via mass media● VOA:Voice of America
○ Since 1942 -- Started with Radio, TV in the 80’s
○ Using technology to reach○ audiences
behind the Iron Curtain> Operation Vagabond
Public Diplomacy During the Cold War to Pre-Social Media Era
● Cold war ends -- a period of identity loss for US public diplomacy
● USIA (US Information Agency) merged into the State Department (1999)
● The world splinters -- 911 (2001)● Failure of “Shared Values Initiative”
ads-based, but some attempt at social media >> Al Hurra (2004)
● Evolution of Web2.0 but not yet fully embraced “Reinventing Diplomacy for the Information Age” (1998 CSIS)
Public Diplomacy in the 2010s Networked World
● “New Public Diplomacy”(multiple actors; interactive)
> “Public Diplomacy 2.0” (digital)> ”21st Century Statecraft” - Alec Ross (social media)
● “Americac’s Edge: Power in the Networked Century” (2009 Ann Marie Slaughter)
-- “the measure of power is connectedness”● Social media is NOT a simple replacement for
international broadcasting
● Social media becomes necessary because the
landscape of diplomacy is changing
Success and challenges of 21st Century Statecraft
Arab Spring (2010)
● Success: e.g. connecting with
Egyptian entrepreneurs
● Failure to establish stability
● Alec Ross: “Social media is not
good at governance. Good at
tearing things down. Not good at
building things up.”
>> ISIS, Iran, Syria… how will US
engage with these issues?
ISIS use of Information Technology
ISIS actively uses social media for its recruiting jihadists
● Open communication: Twitter, Tumblr, Facebook, video streaming
● Closed communication: Kik, Surespot, Telegram, etc
ISIS: Decentralized media approach
● A broad base of individual supporters who develop and publish content.
● Even an e-book tour guide of the Islamic State -- published by a young British Jihadist
US Countermeasures -- effective?
USA/IRAN: Attempt at positive engagement using social media
● Iran leaders active on Instagram● Mohammad Javad Zarif, Minister of
Foreign Affairs, has 388k followers on Instagram
● US officially opened the “Virtual U.S. Embassy Tehran” despite the lack of diplomatic relations
● White House opens Twitter account @Irandeal to pitch the deal to opposition -- (the line between public diplomacy and public affairs?)
Iran's Rosh Hashana Twitter diplomacy
Positively engaging the world -- country branding, culture and education
● Virtual Exchange Program
● Digital complements real
● “Brand USA” Initiative● US no.3 in Soft Power
ranking (Portland Communications ranking)(Japan no.8)
Digital Diplomacy in 2010s -- becoming more visual, emotional, and viral
● Penetration of P2P / Pictures and videos
○ Rapid and rich information flow: not only mass media but also Instagram
and Vine
○ More emotional: eg. picture of a refugee boy washes ashore in Turkey
○ Amplified empathy: find the image through your friends’ share and see it
with comments
● Reputation management on digital is a critical issue in this networked era
History of Japan’s public diplomacy● Mainly cultural exchange since the 70s:
○ Japan Foundation established in 1972, JET Program started in 1987● Advocacy and country branding started in the 2000s
○ Advocacy: End of Cold War, global instability, relationship with neighboring countries
○ Country branding: Economic down, rise of “Cool Japan”, Great East Japan Earthquake (311)
Challenges● Organizational -- siloed ministries, lack of concerted efforts● Human resources -- language, skills to engage in policy discourse● Culture -- too risk averse? ● Vision -- Do we have a strong vision? Too reactive? (US has philosophy.)
Japan’s digital diplomacy and its challenges
So many websites...
Advocacy: territorial issues, history...Country branding: “Cool Japan”, “Visit Japan”, “Invest Japan”, “MICE Japan”...
PM and Cabinet: Looks great but limited influence
Twitter Facebook YouTube
USA(WH) 7.55M 4.76M 595K
JP 169K 66K 1.4K
Pitching “PM Abe”, “Abenomics” and Japan’s other strength to the world.
PM and Cabinet: Facebook & Twitter
Twitter:
● Follower: 169K, Follow:19
● Contents: conference information and PM
message
Facebook:
● Fan: 66K
● Contents: conference information and PM
message
PM and Cabinet: YouTube
● Subscription: 1.4K
● Average Views: 400~600
● Contents: PM speech, Dignitaries visiting
Japan from overseas, Culture & People,
Japanese Cuisine, Travel & Tourism, Health
& Education, Slice of life in Japan and
International Contribution of Japan
● Top Contents: Robot (472K views) and
Washoku (285K views)
MOFA
● Fan: 53K
● Content: activity updates
● Follower: 25K, Follow: 37
● Contents: activity updates
YouTube
● Subscription: 15K (but mixed
language)
Embassy of Japan in USA: still web1.0?
US Embassy NZ @usembassynz 8月30日On @nzherald by Marie Damour: Changes affecting the health of oceans: http://goo.gl/FKcVkd #SIDS2014 #oceanacidification #OurOcean2014US Embassy NZ @usembassynz 8月29日US & NZ are working to educate the public about the effects of #oceanacidification: http://youtu.be/k8CEcyZippA #islands2014 @eAsiaMediaHubUS-UN Mission Vienna @usunvie 8月28日@StateDeptOES "Learn more about #oceanacidification: http://goo.gl/5f6chq " You can also check out our video: https://www.youtube.com/watch?v=5gulab5GhHo&list=UUx6l9vXrvV4DJAUp4OJMTdQ …US Embassy NZ @usembassynz 8月27日"We cannot forget the human side of #oceanacidification." Rachel Allen, leading marine scientist, Jamaica at @samoasids2014 #OurOcean2014 StateDeptOES @StateDeptOES 8月27日#oceanacidification workshop begins in Samoa. Solomon Islands gov't minister says "workshop is just the start of our campaign" #islands2014
Japan not good at engaging -- using # and @
Citing other media
Mentioning other agencies
Linking to a video produced by a non-profit
Linking to an official video
Tweet-casting the event
Using theme-based and events-based hashtags
How US agencies engage: 2014 International Conference on Small Island Developing States
Israeli Embassy’s Shalom-chan German Embassy’s Cat
Embassies in Tokyo localizing content to fit Japanese taste
Finnish Embassy in Tokyo Finnish Embassy in DC
Connect and share best practices...
Questions?
マカイラ株式会社 | Makaira K.K.藤井宏一郎 | Ko Fujii
@kofujii
Thank you.