The Rhetoric of Soft Power

The Rhetoric of Soft Power : Public Diplomacy in Global Contexts

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Description

The Rhetoric of Soft Power: Public Diplomacy in Global Contexts provides new insight into the global growth of the soft power concept, through a comprehensive, comparative analysis of public diplomacy and strategic communication initiatives. The book addresses the interdisciplinary implications of soft power, that draws together insights from international communication and international relations research, in order to understand how soft power has been interpreted as increasingly necessary by a range of international actors.show more

Product details

  • Hardback | 308 pages
  • 157.48 x 231.14 x 25.4mm | 612.35g
  • Lexington Books
  • Lanham, MD, United States
  • English
  • New.
  • 0739142585
  • 9780739142585

Review quote

Hayden (American Univ.) offers a welcome, much-needed analysis of what has become one of the most discussed concepts in international relations--soft power. Joseph S. Nye's concept of soft power has gained much attention in recent years, yet a thorough theoretical analysis has been sorely lacking. Hayden provides this analysis by merging this concept with the notion of public diplomacy, which he defines broadly as purposive attempts by actors to communicate in global media, cultural, and information spaces. In the author's own words, the book's goal is "to develop a theoretical treatment of soft power and public diplomacy through an interdisciplinary investigation of what is demonstratively a transnational, interdisciplinary phenomenon." The book succeeds in this goal. One of Hayden's main contributions is to not only offer a fresh analysis of US debates over the use of soft power in light of increased anti-Americanism in recent years. He also offers a rich comparative analysis of how soft power is deployed in the crucial states of China, Japan, and Venezuela, demonstrating how the key soft power notions of influence and persuasion are conceived of differently in different national contexts. Summing Up: Highly recommended. CHOICE Scholars and practitioners of public diplomacy are certain to benefit from this thoughtful examination of the articulation of soft power. Public diplomacy is driven in part by the quality of rhetoric that is presented to global publics, and Craig Hayden does a fine job of analyzing the significance of communication in this important element of nations' foreign policy. -- Philip Seib, University of Southern California Hayden takes a complex area of increasing geopolitical significance and gives us a clear and direct road map. As states vie to determine the effects of their travails, Hayden's comparative study is both timely and original. -- Monroe E. Price, University of Pennsylvania Hayden has filled a gap in the comparative public diplomacy literature by illustrating how different visions of soft power can produce different public diplomacy practices, programs, and goals. His richly informed analysis of four major actors is guided by an original theoretical framework based on the scope, mechanism, and outcomes of soft power. -- R.S. Zaharna, American Universityshow more

About Craig Hayden

Craig Hayden is assistant professor of international communication at the School of International Service at American University. He has taught at the University of Virginia's Department of Media Studies and at the University of Southern California Annenberg School for Communication. Craig was named a Research Fellow at the USC Center on Public Diplomacy in 2009. He blogs at the International Media Argument Project (www.intermap.org).show more

Table of contents

Chapter 1: Introduction Chapter 2: Evaluating Soft Power: Toward a Comparative Framework Chapter 3: Japan: Culture, Pop Culture, and the National Brand Chapter 4: Venezuela: Telesur and the Artillery of Ideas Chapter 5: China: Cultivating a Global Soft Power Chapter 6: United States of America: Public Diplomacy 2.0 and 21st Century Statecraft Chapter 7: Conclusionshow more

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