“Treknie gadi (the fat years) – tas jums tiešām ir jāzina (that one you really have to know),” said the Latvian teacher, and, for the next two hours, our language class dissected those two words. We read in Latvian about Prime Minister Aigars Kalvītis and his famous 2005 speech to the nation promising a modern incarnation of Jacob’s biblical prophecy of seven ‘fat years’ of prosperity followed by seven years of hardship. We learned pārpalikums (surplus) and dižkibele (global financial crisis). Read More

I’m a Shirley Temple fan. Not a big fan of her movies; they seemed more suited for my sister. I’m a fan of her diplomacy in Czechoslovakia. I was a Newsweek reporter living in Prague between the 1989 “Velvet Revolution” and 1991 when I saw up close how Ambassador Shirley Temple Black worked it. That’s how I became a fan. (Disclosure: I like ambassadors, my wife was U.S. ambassador to Hungary 2010-13.) America has had many notable diplomats dealing with Czechoslovakia, or the more modern Czech Republic, a country split from Slovakia in 1993 following a “Velvet Divorce.” Read More

“Soft power” is an important element of foreign policy, emphasizing attraction rather than coercion. The concept, popularized by Harvard professor Joseph Nye, provides counterbalance to the infatuation with hard power, especially military force, which has been driven by the accelerated development of “smart” weaponry. Drones, for example, are appealing to their users because their “pilots” may be thousands of miles away, wholly out of danger while people on the ground are dying. It is war without cost for one side. Read More

Each year the second year students in the USC Master of Public Diplomacy program select a location abroad to conduct new research that can further the study and practice of public diplomacy. This year, the Class of 2014 selected Sao Paulo, Brazil for its unique position in world politics. Brazil is currently transitioning from a regional and hemispheric power to a global one. The country will be on display during the 2014 FIFA World Cup and the 2016 Summer Olympics in Rio de Janeiro, and MPD students want to gain a better understanding of Brazilian public diplomacy practices. Read More

In my new book, “Shaping China’s Global Imagination: Branding Nations at the World Expo,” I explore the idea of nation branding—what it is and how it works—through the instructive case of the Shanghai World Expo. Despite the growing interest in how countries promote their national image, the potential and role of branding in a nation’s communication has often been assumed but not demonstrated. This book reflects an effort to provide conceptual clarity and empirical attention to this very issue. Read More