The Center pursues a broad range of research and scholarship, developing empirical research, new theories and models to promote dialogue and action in the field of public diplomacy. Our past work includes the following research initiatives.
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AN EVALUATION OF ALHURRA TELEVISION PROGRAMMING
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 An Evaluation of Alhurra Television Programming is a multi-method evaluation of the quality and effectiveness of Alhurra's news broadcasting to the Middle East. The study is based upon a content analysis of over 75 hours of Alhurra's news programming, and on three working groups with over 40 Arab journalists and professors of media and journalism studies at universities across the Middle East. |
Principal Investigator:
Philip Seib
Co-Investigators:
Nicholas Cull and Patricia Riley
Research Manager:
Shawn Powers
Resources:
Publication: An Evaluation of Alhurra Television Programming
Alhurra Media Monitor Report
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NATION BRANDING AT EXPO SHANGHAI 2010
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 The USC Center on Public Diplomacy use the construct of “brand experience” to explore and examine how countries pursue nation branding at Expo Shanghai and how Chinese visitors experience the branded country pavilions. |
Principal Investigator:
Jian (Jay) Wang
Contributing Researchers:
Chen Chen, Cesar Corona and Di Wu
Resources:
Experiencing Nation Brands: A Comparative Analysis of Eight National Pavilions at Expo Shanghai 2010
CPD Video Conversations: Nation Branding at Expo 2010 Shanghai
Expo Shanghai 2010 Media Monitor Report
Photographs: Nation Branding at Expo 2010 Shanghai
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THE PUBLIC DIPLOMACY ROLE OF CELEBRITY DIPLOMATS
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 This project evaluated the effectiveness and value of Celebrity Diplomacy. Particular emphasis was placed on the United Nations. The project convened a workshop on the theme of Celebrity Diplomacy in April 2009.
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Principal Investigator:
Geoffrey Wiseman
Events:
CPD Workshop: Celebrity Diplomacy
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THE 2008 “PRO-CHINA” DEMONSTRATIONS OVER TIBET AND CHINA’S PUBLIC DIPLOMACY
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 This research project examined the public diplomacy implications of pro-China demonstrations held in major cities in North America and Western Europe, within the time frame of the Tibetan Riot in March 14, 2008, and the Sichuan Earthquake in May 12, 2008. |
Principal Investigators:
Li Ying and Barry Sautman
Resources:
Publication: Public Diplomacy from Below: The 2008 "Pro-China" Demonstrations in Europe and North America
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PUBLIC DIPLOMACY IN CONFLICT ZONES: THE KOSOVO CASE
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 This case study examined the effectiveness of the U.S. media strategy at four crucial moments prior to and during the conflict: the Racak massacre, the Rambouillet conference, the first days of the air campaign and Serbian ethnic cleansing, and the endgame. |
Principal Investigator:
Mark Smith
Former Research Intern:
Laura Schlotthauer
Resources:
"The Kosovo Conflict: U.S. Diplomacy And Western Public Opinion"
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FRAMING THE U.S. ELECTION AND AN OBAMA PRESIDENCY: ARAB NEW MEDIA IN 2008-09
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 This study examined content from online newspapers and blogs from across the Arab world to assess the developing media discussion of the United States presidential election and results. |
Research Manager:
Craig Hayden
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MIDDLE EAST MEDIA PROJECT
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This project examined core issues at the intersection of media and public diplomacy in the Middle East. |
Project Director:
Gordon Robison
Resources:
Middle East Media Blog
Project Research Reports:
August 23, 2005: Whither the Arab Street? (PDF)
July 26, 2005: Education: An American Growth Industry in the Arab World (PDF)
July 6, 2005: Flying Under the Radar: US Cultural Diplomacy in the Middle East (PDF)
July 1, 2005: The Promise of New Technologies in the Arab World (PDF)
June 5, 2005: The Rest of Arab Television (PDF)
May 5, 2005: Tasting Western Journalism: Media Training in the Middle East (PDF)
April 5, 2005: Universal Ethics? (PDF)
October 4, 2004: Rebuilding Iraqi Television: A Personal Account (PDF)
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PUBLIC DIPLOMACY AND VIRTUAL WORLDS
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 This project showed how massively multiplayer online games create a key target audience for public diplomacy efforts through communication and relationship building. |
Principal Investigators:
Joshua S. Fouts and Douglas Thomas
Project Staff:
Tori Horton and Shawna Kelly
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ANTI-AMERICANISM AND ITS IMPACT ON PUBLIC DIPLOMACY
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This study examined contemporary debate about anti-Americanism through various artifacts such as reports, studies, and global attitudes surveys, among other resources. |
Project Advisor: Nancy Snow
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SMART POWER
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The purpose of this project is to develop a new approach to national power that allows senior policy makers to better integrate the assets and tools of coercive power such as military action ("hard power"), with the resources of traditional and public diplomacy ("soft power"). |
Principal Investigator:
Ernest James Wilson III
Events:
CPD's Mock Congressional Hearing on Smart Power
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MEDIA FRAMING IN THE MIDDLE EAST
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 This project examines the scope of public argument in multiple case studies of Arab media coverage of the Unites States. |
Research Manager:
Craig Hayden
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AFRICOM: THE AMERICAN MILITARY AND PUBLIC DIPLOMACY IN AFRICA
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 As part of its investigation into hard power and public diplomacy the USC Center on Public Diplomacy co-hosted a conference on AFRICOM. The proceedings of this conference were published as was the policy brief presented in Washington D.C. in March 2008. The Center continues to maintain an active Media Monitor that follows international media coverage of the U.S. military command. |
Principal Investigator:
Philip Seib
Events:
AFRICOM: The American Military and Public Diplomacy in Africa: CPD and the USC Center for International Studies hosted an AFRICOM conference on the USC campus in February 2008, featuring panel sessions about the State Department and Department of Defense concepts of public diplomacy in Africa, and African perspectives on the issue.
Resources:
AFRICOM Media Monitor: This CPD Media Monitor tracks the public diplomacy mandate of the United States' newest military command in Africa, AFRICOM. Updated regularly, the Monitor provides a window into the local African as well as the global perspective on the subject.
USC Annenberg Policy Briefing on AFRICOM: In March, a policy briefing was given as a part of the Annenberg Washington Series at the University of Southern California Washington, DC office, where CPD Faculty Fellow Philip Seib, USC Annenberg Associate Dean Carola Weil and conference participants reflected on the lessons of AFRICOM.
Proceedings of AFRICOM Conference: Edited by Phil Seib, this document includes the full proceedings from the Center on Public Diplomacy's conference on AFRICOM (February 7-8, 2008). Speakers at this event include Major General Herbert L. Altshuler, Director, Strategy, Plans and Programs, United States Africa Command (AFRICOM); Ambassador Mark Bellamy, Fellow, Center for Strategic and International Studies; Ambassador Brian E. Carlson, State-DOD Liaison, Office of the Undersecretary of State for Public Diplomacy and Public Affairs; Mr. Ryan Henry, Principal Deputy Undersecretary of Defense for Policy; Mr. Charles P. Kosak, Principal Director of the Office of African Affairs, Office of the Secretary of Defense; Ms. Nicole C. Lee, Executive Director, TransAfrica Forum; Mr. Mark Malan, Peacebuilding Program Officer, Refugees International; Ambassador Charles A. Minor, Ambassador of Liberia to the United States; Dr. Abiodun Williams, Associate Dean of the Africa Center for Strategic Studies, National Defense University; Ernest J. Wilson, III, Dean, USC Annenberg School for Communication; Ambassador Mary Carlin Yates, Deputy to the Commander for Civil-Military Activities, United States Africa Command (AFRICOM).
AFRICOM: The American Military and Public Diplomacy in Africa
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AL JAZEERA ENGLISH RESEARCH PROJECT
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 In collaboration with Queens University of Charlotte, this project involved audience and organizational analysis to evaluate the conciliatory potential of Al-Jazeera English (AJE). |
Principal Investigators:
Shawn Powers and Mohammed el-Nawawy
Sponsor:
The John S. and James L. Knight Foundation
Resources:
Final Project Report - Mediating Conflict: Al-Jazeera English and the Possibility of a Conciliatory Media
AJERP Website
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