Opinion Leaders: Still the Most Important PD Audience.

Diplomeet Tweetup co-sponsored by the U.S. Embassy in Morocco and the Social Media Club of Casablanca.

 Note:  First in a new Take Five blog post series 

The Office of U.S. Undersecretary for Public Diplomacy Tara Sonenshine began several months ago to distribute summary PD activity highlights to interested members of the U.S. public.  In a series of blog posts starting today, I’d like to showcase some of these highlights, and use them to illustrate key facets of ongoing U.S. public diplomacy work.

Last year, after diving into the world of public diplomacy scholarship as a Fellow at GWU’s Institute for Public Diplomacy and Global Communication (IPDGC), I began to realize that a frequently missing piece of the academic puzzle is concrete discussion and analysis of what public diplomats actually do in the field.  And considering that U.S. public diplomacy remains significantly field-driven, this feels like a major gap. Thus a blog series is born.

Each piece will begin with a few thoughts on what the selected programs and activities have in common, and what is significant about that common theme.   The highlights speak for themselves.

Today’s theme is Opinion Leaders.  Future topics will include: Not Always Setting the Agenda; Messaging Creatively; Arts Programs as Communication; and more. As always, readers, I welcome your interest, your feedback, and your additional thoughts.

Focus:  Opinion Leaders

Over the years, debates have raged within U.S. Public Diplomacy about how much energy and resources to direct towards “opinion leaders” (journalists, professors, artists, political and social movement leaders) and how much towards the broad general public (e.g. via youth outreach.)

Rhetoric in these debates tended to confuse “opinion leaders” and “elites.”  Practically no one objected to the idea of going far beyond elites, but most public diplomacy practitioners recognized that opinion leaders come in all shapes, sizes, ages, classes, genders, and income levels.  Acutely aware that there were only so many PD dollars to go around, they hesitated to abandon working with opinion leaders (sometimes termed audience multipliers) in order to concentrate on engaging ordinary citizens directly.

Fortunately, among the many benefits of digital technology and social media are two that have helped lay to rest the elites vs. opinion leader debate.  First, digital media has expanded the communication power and resources of non-elites to the point where no one any longer can doubt their ability to shape public opinion; and second, digital communication means field diplomats can now reach the general public (in a more interactive and targeted way than broadcasting allows) with much less expenditure of funds and time resources.

The following recent State Department highlights are selected to showcase the variety of ways that U.S. public diplomacy continues to work with opinion leaders — journalists, teachers, professors, NGO leaders, entrepreneurs, and selected youth leaders, and to communicate – through them – with their own respective networks and audiences. (Text from State Department highlights is marked with *)

 Journalists are opinion leaders par excellence.

VOA Program Connects US and Pakistan:  Viewers in Pakistan can now experience a slice of life in America, with the premiere of a dynamic new VOA program called “Sana, A Pakistani,” that follows show host Sana Mirza — one of Pakistan’s most popular television newscasters — as she gets to know this country.  “I just moved here, so I’m seeing things with fresh eyes,” says Sana. “I want the program to a picture of what life is really like in the United States.” The first program focused on Washington D.C. and included a visit to a mosque, the White House, and an aid organization that provides free meals to the homeless. Sana says she plans to travel around the country so she can show viewers how people really live, including the many Pakistani-Americans that have moved to the United States.

* Alumna’s Recognition Marks Fulbright’s 20th Anniversary in Vietnam:  July’s State Alumni Member of the Month is Do Minh Thuy, a Fulbright Program alumna from Vietnam dedicated to raising the professional and ethical standards of Vietnamese journalism.  The honor coincided with Fulbright’s 20th anniversary in Vietnam.

* Embassy Seoul Hosts Student Journalism Seminar:  In a first-ever collaboration with the Korea
Association of International Educators (KAIE), Embassy Seoul arranged the 2012 Student Journalism Seminar, inviting 34 top student journalists from 17 university newspapers and broadcasting stations across eight cities in Korea.  Under the theme of “Journalism and the Changing Media Environment,” participants enjoyed remarks from U.S. Ambassador Sung Kim, journalism workshops, visits to major media outlets, and meetings with U.S. and Korean journalists.


* Partnering with VOA in South Sudan
: Voice of America’s (VOA) South Sudan Project held a reporting training workshop in Juba, South Sudan for 19 journalists, including reporters from VOA’s radio program, South Sudan in Focus, as well as reporters and announcers from the Voice of the People, Radio Miraya, and South Sudan Radio.

IIP’s eLibraryUSA Wows Influential Ghana TV Station:  The Accra Information Resource Center (IRC) hosted staff from one of Ghana’s most influential TV stations; showing them how to locate documentaries and books, podcasts, videos, articles and reference sources via the collection of 30 commercial databases available to audiences worldwide.  Following the two hour session, TV3’s lead producer said they would extend training invitations to the most prominent people in Ghana’s media landscape.

But media influence is no longer just the domain of journalists.

* Libyan Civil Society Organizations Produce First Public Service Announcements: Four civil society organizations from the cities of Misrata, Tripoli, and Sebha completed technical training in video production and public messaging with a grant from the State Department’s Middle East Partnership Initiative (MEPI).  The organizations produced twelve public service announcements (PSAs) on electoral education, voter participation, rule of law, and mine risk awareness.

People listen to business leaders too (even those not profiled in major newspapers!)

*Russian Business Leader Credits FLEX Year in the United States for Success:  Leading Russian businesswoman Marina Malykhina was featured in a July 27 article in The Moscow Times, where she attributed much of her success to the entrepreneurial values learned as a teenager on ECA’s Future Leaders Exchange (FLEX) Program.  Malykhina is the cofounder and CEO of one of Russia’s largest market research firms.

Fortune Alum Pays it Forward with Mentoring Challenge in Nigeria:  Consulate General Lagos partnered with Idea Builders Initiative, a non-governmental organization run by an alumna of the Fortune/State Department Mentoring program, to conduct a three-day orientation and training program for 35 young women.  These 35 women accepted a “Mentoring Challenge” to reach out to 100 female students in area high schools over the next 12 months.  They learned about public speaking, confidence building, goal setting, conflict resolution, money and time management, career planning, and handling peer pressure.

Coca-Cola Scholars:  The State Department’s Bureau of Near East / North African Affairs hosted 100 young leaders from the region on July 13 to mark the completion of their month-long entrepreneurship education program sponsored by the State Department and the Coca-Cola Company in partnership with the Kelley School of Business at Indiana University (IU.)  The young leaders showcased community-based initiative proposals they developed during their program at IU.  Under Secretary Sonenshine and White House Deputy National Security Advisor for Strategic Communications Ben Rhodes addressed the scholars and NEA Spokesperson Aaron Snipe took extensive questions from the group.

All posts aspire to engage future government and political leaders:

ECA Alumni To Play Key Role in Yemen Transition:  Yemen’s President Abdo Rabbu Mansour Hadi has appointed five ECA alumni (from International Visitor Leadership Program and Fulbright) to serve on the Preparatory Committee for the National Dialogue.  Committee outcomes will set the stage for the anticipated constitution-drafting process.


First Mongolian Fulbrighter Joins Parliament:  Oyungerel Tsedevdamba, a Fulbright and Eisenhower program alumna and a board member of the Embassy Alumni Association, was recently elected to the Mongolian parliament.  She is the first Fulbright and the third Eisenhower alumna to become a Mongolian parliament member.  She is one of only nine women parliamentarians serving alongside 67 men.

At the local government level, ensuring that at least one or two people know the U.S. can have a big impact:

International Visitor Leadership Program (IVLP) Transforms Iraqi Views of Muslim Life in America:  A member of the Anbar (Iraq) Provincial Council shared his views of Muslim life in America, after participating in the “Transparency in Federal, State, and Local Government” IVLP.  He said his colleagues thought it was “impossible to be a Muslim in the United States, since the Americans all hate Muslims and kick them out of the country.”  He said, “I immediately corrected my friends’ misunderstanding and told them about the vibrant community of Muslims that I met in Miami.  I knew what they were saying was wrong, and I couldn’t stay silent.”

Teachers and scholars spread knowledge and shape opinions for a living.

* A Record Number of Fulbrighters Prepare for Departure:  180 new Fulbright Masters and PhD scholars from every province in Pakistan, the largest group of Pakistani Fulbrighters ever, prepared in June / July to head off for universities throughout the United States.

Exchange and public affairs reach current and future influential Americans too:

ECA Teacher Alumnus Is Connecticut Teacher of the Year:  ECA’s Teaching Excellence and Achievement (TEA) alumnus David Bosso was honored by President Obama as the 2012 Connecticut State Teacher of the Year for his passion for learning and teaching about the world.  The TEA program provides outstanding secondary school teachers of English as a Foreign Language (EFL), social studies, math and science with unique opportunities to develop expertise in their subject areas. One student wrote: “Mr. Bosso has taken what he has learned from classrooms across the globe and shared his insights with us. When he learns something new, so do we.”

USUN Panel on Media in a Changing World:  Nearly 100 [U.S.] students interning at news outlets in New York City came to the U.S. Mission to the United Nations (USUN) on July 23 to discuss “Media in a Changing World” with peers and media veterans.  The program began with a panel, moderated by Deputy Spokesperson Kurtis Cooper, featuring Richard Roth of CNN, Marcelle Hopkins of Al-Jazeera, Sylvan Solloway from the New York University Curtis Institute of Journalism, and Koda Mike Wang of the Huffington Post. The convergence of media and tech, social media, changing business models for news outlets, and many other aspects of covering international affairs were part of a lively discussion.

African-Americans in Africa in the 1960’s: an early example of the New Public Diplomacy

Searching online for details about the life of Dr. Marie Gadsden, a ground-breaking African-American internationalist who was my husband’s dear friend and mentor, we discovered  intriguing threads linking her to a complex and deeply fascinating story:  the story of African-American political and cultural engagement with newly independent Africa in the late 1950’s and early 1960’s.

It is also a story, I would argue, about two-way, collaborative, non-assymetrical dialogue — with and without government support — of the kind that today is the elusive prescription for successful public diplomacy as described by scholars such as Jan Melisson, Rhonda Zaharna, Kathy Fitzpatrick, and others.  (If you have another view on this, Take Five welcomes your contributions and insights.) 

To return to the story:  Marie Gadsden was one of the first African-Americans awarded a Fulbright fellowship, which in 1953 took her to Oxford University in the UK.  There, chance put her with roommate Sarah Ntiro, a future icon of Ugandan women’s rights, a pairing that added impetus to Marie’s growing interest in strengthening U.S.- African ties.

1959 found Dr. Gadsden teaching English to government cabinet members and to English teachers in newly-independent Guinea, as a response to President Sékou Touré’s first request of the first U.S. Ambassador to that country.  In 1960, Dorothy Height, who was president of the influential National Council of Negro Women and who would go on to be awarded the Presidential Medal of Freedom and the Congressional Gold Medal for her work in the Civil Rights movement, recalled joining in a women’s labor march with Marie Gadsden in the Guinean capital of Conakry.

Dr. Gadsden would likely have known of future Supreme Court Justice Thurgood Marshall’s travel to Kenya and the UK, also in 1960.  And a few years later, in 1966, Dr. Gadsden crossed paths with famed American poet Langston Hughes in Nairobi, most likely during his USIA-sponsored trip to Uganda and Ghana.

So what were these and many other African-American icons doing in Africa? The essential answer is that they were sharing ideas, and receiving them.  Sharing expertise, and gaining inspiration.

They were seeking support from Africans for American civil rights – human rights — and working hard to mobilize American support for Africa’s political and economic development.  Traveling for U.S. public diplomacy, and traveling as private citizens, and merging the two as true citizen diplomats.

And also pressing the State Department in Washington to include more African-Americans among the ranks of U.S. diplomats, and to focus more effectively on relations with emerging African nations.

We are by now familiar with the Jazz Ambassadors of that era, a much-lauded Cold War initiative of U.S. public diplomacy that projected American culture and society through jazz greats from Louis Armstrong to Dizzy Gillespie,  Duke Ellington, and Dave Brubeck.

But fewer likely focus on the deeply emotional and polarizing backdrop of the early U.S. Civil Rights era, which saw, for example, Louis Armstrong temporarily refusing to tour for the U.S. in protest at President Eisenhower’s early handling of the Little Rock, AK, desegregation crisis.  Such tensions are the focus of historian Penny von Eschen’s absorbing book Satchmo Blows Up the World.

So the heady era when a young America embraced post-WWII globalism (a zeitgeist intensified by visionary and inspiring initiatives of the Kennedy era such as the Peace Corps and rapid expansion of U.S. development assistance), was a stirring but also conflicted period for many African-Americans who saw the African quest for post-colonial independence as a mirror and metaphor for the horrifically daunting struggle for civil rights at home.  In December 1960, Ebony magazine celebrated Africa’s emerging states as both the realization of a dream as well as a somewhat precarious, must-not-fail experiment that demanded the material and spiritual support of African-Americans as well as the official support of the United States.

Dr. Gadsden’s story, like those of many other African-American leaders whose threads were woven into it, brings that era to vivid life.  The all-too-brief details that follow are offered as an introductory sample, a tantalizing glimpse, in the hope that you will follow our own footsteps in discovering the rich history of African-American and African public diplomacy in the early Civil Rights era.

Dorothy Height’s memoir Open Wide the Freedom Gates (2009), and especially her Chapter 14, “Citizen of the World,” highlights the immediate and compelling political relevance of Height’s own international experience and that of other Civil Rights leaders.

In 1960, Height traveled for several months in Sierra Leone, Ghana, Nigeria, and Guinea to study the training needs of women’s organizations.  (It was on this trip that she met Marie Gadsden, then with the small and shrinking U.S. Embassy delegation in Conakry.)    Meetings with grassroots women who had never before thought about their problems and goals in gender terms;  being hosted by a new cabinet minister in Accra, and Nigeria’s new chief barrister in Lagos; gaining insights into the debilitating legacy of colonialism — all are vividly described.

On her return, Height helped form a senior policy advocacy group, the American Negro Leadership Conference on Africa (ANLCA), together with Dr. Martin Luther King, Jr., Roy Wilkins, and other top Civil Rights leaders.  A remarkable coalition of African-American religious, civil rights, fraternal, sorority, business, professional, educational, labor and social organizations supported ANLCA, including the American Committee on Africa, the Phelps-Stokes Fund, and even organizations whose primary commitment was clearly to grassroots Civil Rights organizing in the U.S. such as the Student Non-Violent Coordinating Committee.

Height recalls that Chief Simeon Olaosebikan Adebo, newly arrived in New York as Nigeria’s ambassador to the UN, invited ANLCA leaders “to discuss how Africans felt about U.S. policy. …He wanted black Americans to think more precisely about how the U.S. was relating [not just to South Africa but] to other parts of the continent too.  He urged us to be aware of policies that affected the utilization of raw materials throughout southern and central Africa…  Above all, he wanted us to know how U.S. policy played into these complicated issues.”

Meanwhile, American poet Langston Hughes had spent much of the 1950’s putting together a highly ambitious anthology of African and diaspora writing,  published in 1960 as An African Treasury.  Daniel Won-gu Kim, in his excellent, insightful piece, We, Too, Rise with You: Recovering Langston Hughes’s African (Re)Turn 1954-1960 in An African Treasury, the Chicago Defender, and Black Orpheus (2007), describes how Hughes began the project in 1954, correponding with hundreds of writers and sifting and weighing thousands of potential contributions, many of them handwritten and “accompanied by letters … expressing their gratitude and admiration of Hughes as an elder black writer. “

Notes Kim, “the friendship and comradeship of this new generation of African writers could not have had a more meaningful influence on [Hughes]. … The anthology served as a kind of crash course, bringing him up to speed in the dizzying but inspiring pace of change in his ancestral homeland, feeding his own drive to rediscover–via African liberation–his role as a cultural fighter for the liberation of his people in the U.S.”

In 1962, on the heels of the anthology’s publication, Hughes made two trips to Africa sponsored by the U.S. Information Agency (USIA) — his first since he was an impressionable young man working on a tramp steamer in the 1920’s.  In June-July of ’62, Langston Hughes’ itinerary included a major conference of writers at Makerere University College in Kampala, Uganda, and  the dedication of a new United States Information Service (USIS) Center and Library in Ghana.

The “M’bari Writers Conference” opened in Kampala with about 45 writers, editors, scholars and journalists from nine African countries, the U.S., UK, and Caribbean — including rising literary stars such as Chinua Achebe, future Nobel Prize winner Wole Soyinka, Ezekiel Mphahlele, Bloke Modisane, and Cyprian Ekwensi.   Langston Hughes already knew and admired many of these writers from his work on the anthology, and had also engaged in correspondence with the brilliant South African writer Bessie Head and others.   His speech at the new USIS library in Ghana clearly drew inspiration from his experience at the Kampala conference:   “[As] America comes to Africa, as through these library shelves, to offer an exchange of knowledge …  [so] Black Africa today is sending rejuvenating currents of liberty over all the earth reaching even as far as Little Rock, Birmingham and Jackson, Mississippi.”

A modern awareness of this interweaving of literature, politics, culture, nationalism, and human rights echoes through “Langston Hughes in Paradise,” Amanda Leigh Lichtenstein’s beautiful and inspirational 2011 essay in Contrary.  Lichtenstein, while teaching Langston Hughes’ poem “Mother to Son” (with its famous line “life for me ain’t been no crystal stair”) to students from the State University of Zanzibar, perceives this poem’s message of nationalism through the response it generates in her students.

Finally, there is the fascinating 1960 episode in which then-NAACP lawyer and future U.S. Supreme Court Justice Thurgood Marshall served as an advisor to Kenyan nationalists during negotiations on a new constitution for Kenya, at the time a British colony. The story, outlined in Mary Dudziak’s Working toward Democracy: Thurgood Marshall and the Constitution of Kenya, describes an invitation to Marshall from Tom Mboya, a young nationalist leader from Kenya (who was assassinated a few years later, in 1967.)  Marshall traveled first to Kenya, and then to London, while his offers of assistance were debated by both Kenyans and British.  Interestingly, Marshall’s most substantial contribution to the Kenyan constitution was to strengthen protection for property rights, de facto those of land-owning white Kenyans.   Dudziak’s insights into the nuances and apparent contradictions of Thurgood Marshall’s work on, and later views on, the Kenyan constitution are well worth a read.

In February 1960, Marshall quickly wrapped up his involvement and returned to the U.S. earlier than anticipated “after four African-American freshmen at North Carolina Agricultural and Technical College held a sit-in at the segregated lunch counter at Woolworth’s in Greensboro, North Carolina. The simple protest soon expanded into a widespread sit-in movement,” and the NAACP Legal Defense Fund set out to defend the students immediately.  “The sit-ins posed a set of legal and practical dilemmas for civil rights lawyers,” among them the problem — felt strongly by Marshall in particular, echoing his property-rights concerns about the Kenyan constitution — that the students had violated “facially valid trespass laws, not facially vulnerable segregation laws.”

Meanwhile, Thurgood Marshall maintained ties with his Kenya colleagues, and his work on the draft Kenyan Bill of Rights continued to be influential. Marshall developed a deep affection for Jomo Kenyatta after his release in 1961. He traveled to Kenya on a U.S. State Department sponsored trip in July 1963, and was an honored guest of Prime Minister Jomo Kenyatta at Kenya’s independence ceremonies in December 1963.

Marie Gadsden herself, after more than a decade with the Peace Corps, went on to become a pioneer in connecting America’s historically Black colleges and universities (HBCU’s) with international development training and exchange programs funded by USAID, USIA, and the State Department.  Her work on this effort through the Phelps-Stokes Fund and later through NAFEO brought her a level of respect in Washington that led to her being named the first African-American board chair of Oxfam-America, among many other recognitions.

Throughout her life, she maintained a deep commitment to developing America and developing Africa, to engaging young Americans and young Africans in service, both at home and abroad. She seamlessly worked for the U.S. Government, for private organizations, and to advance her own deeply held personal vision.

Hers was a life of public diplomacy.