CPD Behind the Scenes: Juliana Maitenaz

This feature was included in CPD's 2024–2025 Annual Report. 

Juliana Maitenaz is a USC Master of Public Diplomacy candidate, a CPD Assistant, and a Cowan Scholar at USC Annenberg, from Brooklyn, NY. Prior to beginning her graduate studies, Juliana completed a Fulbright research grant in São Paulo, Brazil, developing her research on the transformation of percussion from an instrument of military force to one of cultural diplomacy, primarily focusing on how percussive elements in the Brazilian traditions of Carnaval and samba schools are instrumental to the country’s statecraft and national identity. 

My interest in public diplomacy stems from my study of culture, and the connection I sought out between my undergraduate dual degrees: classical percussion performance and international studies. My senior thesis was about the evolution of percussion as a tool of hard power and warfare to one of soft power and cultural diplomacy, drawing from case studies such as the Ottoman Empire, the United States, and Brazil. As I began my research, Jim Ketterer, my undergraduate professor and a former visiting scholar at CPD, pointed me to the Soft Power Index and Professor Nicholas Cull’s scholarship. That was my introduction to USC’s Master of Public Diplomacy program and CPD. I later continued to explore the field as a Fulbright Research Grantee in São Paulo, Brazil.

A highlight of the MPD program has been the opportunity to work on an array of incredibly interesting projects at CPD as a graduate intern and for the Center on Communication Leadership and Policy (CCLP) as a Geoffrey Cowan Scholar. Aiding with the CPD Summer Institute and conducting research for journalist and culture critic, Julia Turner, in particular, stand out as unique educational experiences. The diversity within the program, both its student body and the paths of study offered, have also been a tremendous asset in my study of public diplomacy. I have learned so much from my peers and professors during my time at USC.