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The annual Transatlantic Trends survey by the German Marshall Fund reflects approval rates for President Obama’s foreign policy agenda of 79%, which is about seven times higher than George W. Bush’s foreign policy approval rating (http://trends.gmfus.org/transatlantic-trends/country-profiles-2/germany/). This seems like a great shift in public opinion in Germany (and Europe) towards its closest ally, the United States of America. Yet, a critical attitude towards the U.S. remains widespread among intellectuals and especially the young who have not experienced the strong engagement of the U.S. in Germany during the Cold War years. Modern Public Diplomacy strategies are trying to take this into account.This course will reflect upon the image of the U.S. in the past and today, at home and abroad. Furthermore, it will discuss past and current public diplomacy strategies and will draw upon practical examples and projects in which the U.S. Embassy is engaged.Students will develop project proposals designed to reflect the shift in public diplomacy outreach from a promotion of the brand "America" to the engagement of foreign audiences in a common agenda in order to encounter global challenges. They will present their proposals to practitioners for review. |
