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Why U.S. Public Diplomacy Failed in the Arab World
Nancy
El-Gindy
At
the Foreign Press Center podium in Washington, three weeks after 9/11, stood Ms. Beers, chairman and CEO of J. Walter Thompson
Worldwide and Ogilvy & Mather, one of the biggest public relations agency in the United States, and recently appointed
Undersecretary of State for public diplomacy and publi c affairs, responding to a question about whether there will be
a "poster child, man or woman" to represent America abroad. Interestingly enough, Ms. Beers exclaimed: "Well you know, in
a way, our poster people are President Bush and Secretary Powell, whom I think are pretty inspiring symbols of the bra nd,
the United States."
This unusual exchange was, perhaps not unexpectedly, mocked and ridiculed with questions such as:
"Is it possible to sell Uncle Sam the way you sell Uncle Ben?"
Ms. Beers and Richard Boucher, Assistant Secretary of
State for Public Affairs, outlined their program at a press conference in 2001, concentrating on the Middle East.
The
plan included schemes such as using charming and important American athletes, celebrities or singers to spread the message,
direct interaction with Muslim journalists, interviews with Colin Powell, Donald Rumsfeld or then National Security advisor
Condoleezza Rice on Al Jazeera, Middle East Broadca sting or Lebanese Broadcasting, and banner ads on websites designed
to tease Arab net users into coming to view websites full of inspiring information on Muslim life in America.
Not only
did they discuss the newly acquired marketing plan for project America, but also explained how they would defend American
policies and values. The word "freedom," Beers stated, would be defined and communicated to the outside world better, in order
for those who don't have it to understand wha t it represents in the "land of the free." In turn, Boucher stated that they
were going to do all they could to stand up for and explain U.S policy, because they believed they were doing the right thing.
Though
this plan seemed polished enough to put into action, the shine of the polish seemed to blind them to all its huge flaws. It
was thus no surprise to anyone when the widely publicized effort was a tremendous flop, and Beers resigned "for health reasons"
in March, 2003. Said one anonymous official, "Nothing she did worked."
According to research from the Pew Global
Attitudes Project, Mr. Bush Jr., who Ms. Beers believed to be the perfect 'poster man' of the values of the United States
to overseas audiences, had horrible ratings in the Muslim world. From Morocco to Pakistan, Bush received disapproval rates
of 60 to 90 perc ent.
The problem with Beers' response was of course that it was "who I think" not "who the general
foreign public thinks" represents the best of America. Clearly having Bush as the "poster man" of the United States in the
Muslim world did not contribute to a positive outcome.
Rather than try to better understand the grievances of Arab
people against various policies, Mr. Boucher also clearly stated that they would continue to embrace such policies even though
it is these political actions that are at the heart of the growing gap between the West and the Muslim world.
Results
from a poll conducted by the Arab American Institution found 75 to 86 percent of people all around the Arab world blamed American
policy - not American values - for their attitudes toward the U.S. For the most part, Muslims around the world understand
and respect American values.
The Beer/Boucher strategy of speaking about the 'war on terrorism' and convincing Muslims
that U.S policies are justified faced insurmountable odds anyway, since recent polls have shown that Muslims do not trust
the U.S and its war on terror, not to mention its unshakeable support for Israel's actions at the expense of the Palestinians.
All
that aside, the program's most significant flaw was probably that the main components of their public diplomacy strategy were
not aimed at the right audience. By using the internet, celebrities and singers, and Al Jazeera, they were not targeting the
audience who they had the greatest interest in r eaching.
There have been many studies on the background of terrorists.
Dr. Saad Eddin Ibrahim's, who interviewed Islamic extremists' detainees after attacking the Egyptian Military Academy in 1974
concluded that they were all from the middle and lower classes.
Another study by Albert Hourani on the growth of the
Muslim Brotherhood in the late 1930's, also suggested that 'terrorists' or extremists usually emerge from the same social
milieu.
Hence, using celebrities and the internet would not have been effective. Such programs will probably only exert
influence over the minority upper educated class who, despite their opposition to U.S policies, are usually not involved in
such radical activities.
If the U.S. intends to make another attempt at strengthening its public diplomacy efforts,
possibly the best strategy would be to restructure the State Department's efforts so they reach the lower classes through
the use of respected and trusted religious leaders and authority figures in small towns to spread moderate teachings of
Islam and denounce the use of violence for political ends.
This technique will most likely be the best way to reach
out to the people of the Middle East since a war on terrorism should be constructed to prevail over extremist ideologies that
approve of violence for political purposes rather than simply celebrating American values and policies, as the former ar e
already well-understood by Arab elites and the latter not always appreciated by Muslims of all classes in the Middle East.
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A Selection of my Articles
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Blindfolded
Nation
Nancy El-Gindy
Logging into a Yahoo politics and current events chat room, I am confronted with expressions
of hate, fear and ignorance which fill up the room; all against Islam. It was
horrifying, not only because I am Muslim, but because I would never talk that way about any religion or belief.
To my dismay nothing I said would ever get through. Their minds were set that true
Islam was practiced by the Taliban and other such organizations and groups that spread terrorism and hatred to the land of
‘infidels.’
This experience not being my first, was still incredibly disappointing to see
that even if one talks to these people as rational and as truthful as one can possibly be, not trying to offend anyone, they
would not listen. At that moment, all that came to my mind was a title of a discussion group: 'blindfolded nation.'
Ignorance flourishes in this blindfolded nation which creates these irrational fears.
Ignorance develops with lack of education, balanced information sources, and interest in gaining knowledge about the ‘other.’
Many of these people grouped communists with Arabs and Muslims. Communism was the
‘enemy’ of the past which shows a lot about how Arabs and Muslims are perceived. There is no doubt that the government
and many western news agencies have created the image of the Arab as the rich, greedy, extremist, woman oppressor; stereotypes
stemming from centuries ago.
As irrational as this seems, it isn’t far back from rational thinking. The
action of creating this image of the other is the only way a government devoted to a war on terror mainly in the Muslim world
can maintain the status quo of support of their domestic population through intensifying fear.
The representation of Islam is purposely
sabotaged because without this idea that Islam breeds terrorism, the U.S has no way to justify this war as legitimate. If
the truth comes out, what the public will find out is that these 'Islamic terrorists' are actually fighting a very political,
rational and pragmatic war.
If
the Islamists are perceived to be logical, rather than following a religion and doctrine which is inherently irrational, then
the tool employed to confront them must also be rational by the use of diplomacy and negotiation instead of force.
Force unfortunately is required to
intervene and create an arena and environment in the Middle East that is in the best interest of U.S security, strategic and economic goals.
Therefore, a ‘blindfolded nation’ must also be formed at home to obstruct a great
enough source of discontent with foreign policy that might challenge it at an influential level.
From experience, observations and
discussions, the two main issues that many Americans seem to have a lack of information and knowledge on is the Israeli-Palestinian
crisis and the teachings of Islam.
Education is central to this issue.
American high schools teach basically nothing on Middle Eastern history and of course Islam is not only not taught properly
but along with Middle Eastern politics, is totally twisted in the media in order to construct this image that fits into American
foreign policy...and does not contradict it.
People have to be incredibly vigilant
and realize that we are in a state of war with an incredible high degree of anti-Americanism not only in the Middle East but
also in Europe and other regions.
This environment will naturally cause distortion
of the enemy argument. Most of the extremists that the U.S is looking for take
action wrongfully in the name of Islam; therefore Islam must be from time to time shown in a negative light.
In addition, probably the main foreign
policy that drives such people to commit acts of hate is the unequivocal support to Israel. Knowing that there is much to hide, more balanced information on the events
in the holy land is sidelined.
Due to the amount of propaganda that is
fed to the people of the United States,
the question of democracy was hardly questioned. Fortunately many people are slowly starting to learn of the moral corruption
and betrayal of the Bush administration.
Still, the duty to be patriotic has divided
and blinded a nation. Being patriotic is about being patriotic about your positive aspects. Being patriotic does not however
entail living with serious problems that can be fixed and actually ignoring and denying any flaws.
This blindfolded nation must open their
eyes and ears to a world that has experienced the harsh realities of colonialism, military intervention, and economic domination
by top industrial states. They then must realize for once that democracy is not absolute, there are faults and must stand
up and truly be patriotic which demands recognizing these problems and taking action to create an even better system and country.
Mindsets and lack of knowledge are the problem
Nancy El-Gindy
"What is needed is a move beyond tradition,"
states well-known British Indian Anglo-Indian author/novelist Salman Rushdie
in a London Times article in early August 2005, "nothing less than a reform movement to bring the core concepts of Islam into
the modern age."
Because of terrorist acts perpetrated by
Islamic fundamentalists, demands for revolutionary reform of Islamic traditions, Sharia (Islamic law), new interpretations
of the Quran, and changes to the Muslim way of life in order to bring the Islamic world into the "modern age" have been very
popular with the media and the subject of much public debate in recent years.
Why is it that the faith of Islam is always
brought into question when a very small minority of Muslims actually commit these crimes of aggression? Why is it assumed
that Islam itself is actually driving these murderers to such levels of hatred and ignorance? Islamic terrorism has no roots
in the religion itself, rather it grows out of individuals' own interpretation of it, personal intolerance and hate, and in
some cases, perhaps even insanity.
Rushdie, one of the most active advocates
of Islamic reform, is the writer of the The Satanic Verses, the publication which made him a heretic in the eyes of the late
Iranian spiritual leader Ayatollah Ruhollah Khomeini who put a price on his head. He argues that (the) Muslims in the West
seclude themselves in their own neighborhoods and are isolated from the community at large, to such an extent that this isolation
leads youngsters to embrace terrorism. He also believes that if the Quran was
viewed as a historical document, rather than simply the word of God, then it would be legitimate to reinterpret it to suit
the conditions of the present time.
Rushdie has acknowledged that there are
millions of Muslims who are indeed tolerant and "civilized", but adds that there are also many more that have anti-Semitic
views and do not support the concept of freedom of expression.
Though this may be accurate, I would hardly
agree that Islam is the driving force behind isolationism, anti-Semitic views and a lack of freedom of expression.
If enough people read the teachings of
Islam they would understand that it promotes tolerance, patience, kindness and understanding toward both Muslims and non-Muslims.
The killing of innocents has been and always will be a major sin, as in any other religion or belief system. Some religious
leaders, however, take liberties in interpreting certain verses of the Quran or sayings of the Prophet Mohammad pbuh, taking
them out of context to suit their own political agendas, and sometimes managing to brainwash others with false promises of
paradise in the afterlife. Islam itself does not sponsor or condone the terrorist acts of these Muslims, and thus should not
be held responsible for them.
Islam is not uncivilized, outdated, or
intolerant; it is the people that promote radical, unconventional beliefs and practices of Islam and live this way that create
these misconceptions. Reforming Islam itself is not going to solve the problem of terrorism perpetrated by extremists, because
no matter how much theology and doctrine change, people themselves probably will not. Reinterpreting holy texts would fail
firstly because of the widespread and strong opposition it would receive, and secondly because extremists will always manage
to find something in the texts of Islam that they can twist to fit their agendas.
Unfortunately, it seems in all societies
there exists a minority of narrow-minded fanatics. For example, Christianity is widely seen as a moderate religion which promotes
peace, and is what it is today because of many periods of reformation, schism, and soul-searching, yet there are still groups
of people all over the world who promote extreme views in its name, for instance, the once powerful Ku Klux Klan, a self-proclaimed
Christian organization. What changed was not the religion, nor interpretations of core religious texts, rather, popular support
for the organization eroded as the hearts and minds of the population at large turned against bigotry and discrimination of
all kinds, thanks in large part to the civil rights movement in the United States.
Mindsets are the problem, not what is written
in Islam's holy texts. Altering this state of mind should be the focus of intellectual efforts to end terrorism, not modifying
or reforming Islam.
What gives rise then, to this unfortunate
and misplaced perception? Simple lack of knowledge about Islam. There is a vital
need to raise the awareness in the Western countries on some simple facts about Islam. The states of the Middle East and Muslim
world should do much more in terms of public diplomacy. Their current utter lack of the most basic public relations skills
is one of the biggest reasons the teachings of Islam are hardly known, much less properly understood, in the West. Western
journalists and analysts often know no more than their audiences, making it difficult, if not impossible, for them to put
events in the Middle East and acts of terrorism in proper context.
Credible intellectual and religious figures
should also make more efforts to reach out to national and local media in the West. Scholars, sheikhs and other religious
figures should swallow their pride and pay special attention to more conservative media outlets such as the Fox News Network,
often criticized for its bias, to reach those sectors of the American population that tend to be unthinkingly anti-Islam.
They will need to have a strong grounding in Western history and politics so they can help define for Western audiences the
difference between Islamic principles, on the one hand, and the actions of a few, on the other, in terms they will understand.
And they should not let Westerners forget that dangerous, extremist movements claiming to draw on religion have existed in
the West as well.
There is no need to apologize as many Muslims
have in the UK. Instead, the efforts of Islamic nations should be concentrated on education. Many religious specialists and
leaders around the world have condemned the September 11th and July 7th terrorist attacks, as well as many others, and have
publicly stated that these crimes are not motivated by Islam. But they have failed to actually educate Westerners about Islam
itself to show how little basis there is in Islam for terrorism, and to give specific examples from Islamic history and the
Hadith (sayings of the Prophet), the Prophet's teachings and anecdotes about how he lived his life.
Only when Islamic religious leaders and
governments take their role of representatives of Islam seriously will the image of Islam in the West have a chance of changing.
Otherwise, Westerners will, quite naturally, only continue to pay heed to the loudest voices in the Islamic world, the voices
of the terrorists and extremists.
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Recommended Articles and Links:
STEALING A NATION: HOW BRITAIN AND THE US EXPELLED AN ENTIRE POPULATION By: John Pilger
Revealing the forced expulsion of people of the Chagos Islands in the Indian Ocean by the British government in order to make an
American military base for the war on Iraq in 2003.
The Illegal Apartheid Wall in Palestine
Pictures and commentaries on the wall and motives behind its construction.
Galloway vs. The US Senate: Transcript of Statement
George Galloway, British MP, delivered this statement
to US Senators on May 17th 2005, who have accused him of corruption. It is old, but interesting since he completely opened
up about the true motives of the U.S in their 'war on terrorism'.
Suicide Bombing: Dossier
Explains the REAL reasons why suicide bombers do what they do. Retracts
all the misconceptions of them being ignorant, hate freedom, jealous and all that nonesense. A good eyeopener for those who
just dont get the politics of it all.
Exposed: The Carlyle Group
Shocking documentary
uncovers the subversion of Americas democracy. The Carlyle Group is a private investment bank which doesn't come to the publics
attention very often but it is one of the biggest American investors of the defense industry, telecom, property and financial
services.
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