One of the difficulties with the rise of academic studies of public diplomacy is that the term and the concept have an specifically US history. After the middle of the 1990s the term spread more widely across foreign ministries and into academia. The standard US understanding of PD incorporated international information, international broadcasting, educational and cultural affairs all of which existed before the term came into use in the 1960s. Lots of countries had been engaging in these activities (and continued to do so) without using the term ‘public diplomacy’. American ‘public diplomacy’ and the various foreign public diplomacies that have appeared (and often disappeared) at points over the past couple of decades become cases within a larger universe of cases known by other names.
The question is how to characterize that universe of cases? My enthusiasm for using ‘public diplomacies’ in the plural was intended to reflect that there were different national approaches to (use Nick Cull’s terminology) engaging foreign publics and that countries frequently had multiple engagement approaches at the same time. In working across a longer time frame (back to the early 19th century) and in a more global perspective I’ve become more concerned that diplomacy and diplomacies don’t adequately capture what is happening. In global perspective the US and US derived versions of public diplomacy seemed unusual in their insistence that they were part of the foreign policy machinery (of course something that not universally accepted in the US). It is more common for these activities to exist in a state of tension with the complex of foreign ministry, embassies and diplomats, indeed to be seen as preferable alternatives to this diplomatic assemblage and to conducted by other agencies.
This comes back to the question how do we characterize the universe of cases that public diplomacy sits within? Where I’ve arrived is that these are examples of social statecraft. Modern (ie post 1750) international relations is shaped by the emergence of the state-society complex and the multiplication of transnational and international relations. The developments did not just change war or ‘diplomacy’ but gave birth to a whole set of opportunities (and threats) by which transnational relations could be put to work on behalf of the new polities, essentially operating through national and transnational state-private networks.
I use ‘statecraft’ with a couple of things in mind. Firstly, although in the IR literature the term is usually means a concern with the instruments of foreign policy by in the 16th and 17th century when the term appeared it had a broader sense of the methods necessary to sustain the polity – it was literally about politics. Secondly, David Baldwin makes the point that classical IR theory (Morgenthau, Aron, Bull) referred to all non-military statecraft as ‘diplomacy’. From my perspective this obscures the continuous innovations in the methods and forms of statecraft over the past two centuries. I take the diplomatic assemblage to be one mode of statecraft and that a large part of the development of social statecraft is about the tensions and conflicts between diplomats and diplomacy and other actors with their own priorities and modes of acting for example, amongst others ministries of information, culture, or economic affairs, development agencies, interior ministries, departments of religious affairs, intelligence services, political parties, heads of government etc and between these other agencies themselves.
Sometimes social statecraft is only a matter of a marketing campaign but in a longer term perspective it has been embedded in the political struggles of modern international relations from the effort to accelerate or exploit the decline of the Ottoman Empire, to the post-Cold War efforts to produce liberal civil society or to exploit the divisions of Western societies in the 21st century.
I’ll spell out some more of the implications of social statecraft in future posts.