Competing aggressively with the United States for the “hearts and minds” of people around the world, many state and non-state actors are funneling significant resources into their public diplomacy strategies. The Chinese government announced in 2009 that it would spend almost $7 billion on a “global media drive” to improve its image. The Russian government allocated $1.4 billion for international propaganda in 2010. Meanwhile, in the U.S., a confluence of issues, tightening budgets, and changing foreign policy directions compound the challenges that Americans face. The purpose and priorities for U.S. public diplomacy are being pulled in many directions. The result of this misalignment is that today, more people around the world believe the global balance of power is shifting away from the United States.
As China marked its annual Journalists’ Day over the weekend, proclaiming the importance of “correct news ideals,” even jaded New Yorkers stopped in their tracks and took notice. How could they not? The message beamed over 7th Avenue on Times Square, dominating one of the world’s most visible jumbotrons.