What happens when the domestic public seemingly overtakes a country’s public diplomacy agenda?

Brazil looked like it had scored a double goal when it secured the bid to host the 2014 World Cup and 2016 Olympics. A massive promotional campaign to garner world attention was well underway. And then came the massive protests by the Brazilian public.

More specifically, it is a glimpse at how urban centers led by Lagos, Africa's biggest city, are positioning themselves to accomplish what any number of rebel groups and secessionists movements have failed to achieve since the continent's independence era commenced in the late 1950s: redraw a remarkably static political map of Africa, imposed by European imperialists over a century ago.

Mexico’s tourism revenue is increasing, thanks to a surge of international travelers. In 2012, Mexico received 23 million international tourists and 178 million domestic tourists. The majority of tourists are traveling from the U.S. and Canada but others come from the UK, Spain and South America.

Qatar's capital, Doha, is a post-modern city rising like a mirage out of the hot sands of the Arabian Desert. The ever-growing skyscrapers are stunning, and in some cases, head-scratching works of architecture and engineering. Standing in the city, you almost expect to see the Jetsons fly by.

A new vista will be opened in the country’s culture and tourism annals on Thursday when ‘Fascinating Nigeria’, the nation’s new brand identity is launched in Abuja. Nigeria, Africa’s most populous nation is blessed with a rich culture, the main driver of tourism. From north to south, east to west, Nigeria is a study in cultural diversity that sadly, has not been properly harnessed over time to generate money and create jobs.

South Africa’s position in the Global Competitiveness Index has remained virtually stagnant in the bottom third out of 144 countries. The ranking of our micro-economic environment has deteriorated from 43rd to 69th and of our Labour Market Efficiency from 97th to 113th. Our higher education ranking has deteriorated from 75th to 84th – not surprisingly, as the threshold to exit high school is an embarrassing 30 percent.

"Moscow is open for business," declares Andrei Sharonov, Moscow’s deputy mayor for economic policy, "but we still have challenges to overcome in increasing the city’s attraction to both domestic and international investors." This realistic assessment of Moscow’s current position is typical of the man who was appointed by the city’s mayor, Sergey Sobyanin, in late 2010 to make Moscow a global business–friendly center capable of attracting investment.

This Culture Post takes a closer look at five critical roles of the domestic public in public diplomacy. Because traditional public diplomacy has focused primarily on foreign publics, the role of the domestic public may have been overlooked rather than absent. In that sense, the roles may not be new. What is new is the perspective to see it.