Mohan Dutta: Culture-Centered Approach

Many of the public diplomacy initiatives targeted at the Middle East focus on "winning the hearts and minds" of the people of the Middle East. To the extent that the objectives and strategies of public diplomacy initiatives are built around the goal of winning the hearts and minds of the people of the Middle East, such initiatives are most likely destined to fail. This failure is inherent in the emphasis on persuasion built around top-down agendas directed at changing the attitudes and opinions of the targets of the message so that they would be more closely aligned with the goals of the sender of the message. Inherent in the idea of winning the hearts and minds is the notion of wanting to change the receiver of the message so that they would be more closely aligned with the sender's agendas. In the context of US public diplomacy efforts, the goal is to ultimately create positions of support for (a) US policies, (b) US corporations that might operate in the Middle East, a...

In my other blog, Critical Thoughts , I discuss the inherently dishonest nature of public diplomacy efforts targeted at the Middle East. These efforts have been driven by a top-down agenda seeking to "Americanize" the Middle East, with the notion that an Americanized Middle East public would be more favorable toward the US and its agendas. An Americanized Middle East would be more closely aligned with US values,and hence would be favorable toward US security interests and would supply markets for US multinational corporations. In recent years, the language of dialogue and listening have been incorporated into these public diplomacy efforts although they continue to be driven by one-way agendas of changing the target audience. This outward show of listening serves to hide the top-down agendas of current public diplomacy efforts and makes these top-down communication strategies look more humane and dialogical. Pointing out the failure of such strategies as they are inherently d...