Document Type : مقالات

Authors

Ferdowsi University Of Mashhad

Abstract

This article investigates the cultural diplomacy of the United States towards china post 9/11. The cultural diplomacy has been growing in importance in the US foreign policy due to the increasing development of communicational tools and technology as well as the September 11 attacks. The US government used a variety of tools in the context of its cultural diplomacy to restore its soft power and deliver an ideal picture of itself. As the United States' soft power and reputation in china, its greatest trade partner, had declined after the September 11 attacks and Afghanistan and Iraq invasions in 2001 and 2003, respectively, it tried to compensate its own reputation in that country. Accordingly, the present study tries to examine the concept, background, methods and approaches of United States' cultural diplomacy during 2001-2012. In this regard, we are to answer this main question that "what components do constitute the United States' cultural diplomacy structure?" The hypothesis of this paper focuses on three components. These three components are: Fast food industry in terms of two McDonald and KFC brands; promoting culture and values through English Language learning; Hollywoodism which is referred to as the Hollywood's strategy to secure the United States' national interests and disseminate the American way of life; The descriptive-analytic method has been applied in this paper. This research approach is based on the concept of public diplomacy and its subcomponents namely the cultural diplomacy, because the cultural diplomacy is one of the main components of public diplomacy. Results show that the public diplomacy and, in particular, cultural diplomacy had grown in importance after the September 11 attacks, so that US used cultural diplomacy tools to restore its reputation in global public opinion especially Chinese people. The above mentioned three components had a linchpin role in implementing cultural diplomacy in the United States' foreign policy towards china, because they didn't have an importance place in the US foreign policy before the September 11 attacks. September 11 events are among the main requirements of the international system the turned the way of using soft power by the United States upside down.

Keywords

Allal, B. (2010). American cultural imperialism: propaganda and impact in contemporary china. Democratic and Popular Republic of Algeria Mentouri University of Constantine, Faculty of Letters and Human Sciences Department of English.
Ashna, H. (2005). American Cultural Diplomacy in Iran; the Iran–America Society, Historical StudiesQuarterly, 9 (in Persain).
Bahaudin, G., & Bina, P. (2007). McDonald’s Success Strategy and Global Expansion through Customer and Brand Loyalty. Nova Southeastern University.
Becker, K. (2005). Culture and international business, Jaico Publishing House.
Bian J. (2009). KFC’s evolution in China. China Citic Press
Burke, L.; Girvin, A., & Crowley, T. (2000). The Routledge language and cultural theory reader, London: routledge.
Bush, B. (2006). "Imperialism and postcolonialism". Great Britain: Pearson Longman. Mattelart,
Armand. (2004). L’invention de la communication. Alger: Casbah.
China Daily, (2008, November 13). “McDonald’s growing in China”.
Chomsky, N. (2004). "Dominer le monde ou sauver la planète". Trans. Paul Chemla. Paris: Fayard.
Clunas, C. et al., (2008). "China". Microsoft® Encarta® 2009 [DVD]. Redmond, WA: Microsoft Corporation 2008.
Costanza-Chock, S. (2005). The globalization of media policy, The Future of Media: Resistance and Reform in the 21st Century, 259-274.
Doc88, (2012c). "The Report of Western-style Fast Food Industry Analysis"[webpage]. [Accessed]
21.01.2013]. Available from:http://www.doc88.com/p-596932831618.html
Hassankhani, M. (2007). The role of culture and cultural tools in the design and conduct diplomacy with a focus onforeign policyof the United States, Collection of theConference onIntercultural Communication andForeign Policy: Iranian Approach, organization of culture and Islamic relations (In Persain).
Izadi, F. (2011). Public diplomacy of the United States towards Iran. Tehran: Imam Sadiq publishing (in Persain).
Izadi, F. (2009). Theoretical look at public diplomacy of the United States, (Mohsen Badreh, Trans.), Rasaneh Quarterly, 78 (in Persain).
Jomehzadeh, R., & Keivan Hosseini, A. (2013). Theoretically "soft power" approach based on "Nye" the use of "non-material sources of power" in foreign policy, Research in Theoretical Politics, 13.
Li, M. (2011). Soft Power: China's emerging strategy in international politics, (Asgar Ghahremanpoorbonab, Trans.), Tehran: Imam Sadiq publishing (in Persain).
Lau, K. C. (2004). “Les resistances à la mondialisation en Chine.” La mondialisation des resistance.ed. Clara Algranati, et al, Paris: Syllepse.
Lepore, J. (2009, October 12). “Not so Fast”, New Yorker.
Malone, G. D. (1988). Political advocacy and cultural communication: organizing the nation's public diplomacy. University Press of America.
Manheim, J. B. (1994). Strategic public diplomacy and American foreign policy;
The evolution of influence, (Hesamodin Ashna& M. Sadegh Esmaeili Trans.), Tehran: Imam Sadiq publishing (in Persain).
Mottaghi, E. (2010). Soft War; Cultural Revolution and public diplomacy,
Quarterly Defense Strategy, No.28 (In Persain).
Ninkovich, F. (1996). U.S. Information Policy and Cultural Diplomacy. Foreign Policy Association.
Ninkovich, F. (2009). The cultural foundation of American internationalism, 1865–1890, (Abolghasem RahchamaniTrans.), Tehran: organization of culture and Islamic relations.
Nye, J. S. (2007). Understanding international conflicts: an introduction to theory and history. 6thed. United States: Pearson Longman.
Parmar, I., & Cox, M. (2009). Soft power and us foreign policy: theoretical, historical and contemporary perspectives, (Alireza Tayyeb, Trans.), Tehran: Research Institute of Strategic Studies.
Pew Research Center. (2009, November 12).Obama Popular in Japan, China and South Korea: But Only Modest Improvements in U.S. Image, Pew Global Attitudes Project. http://www.pewglobal.org/2009/11/12/obama-popular-in-japan-china-and-south-korea (accessed July 10, 2012).
Pew Research Center. (2010, June 17).Obama More Popular Abroad than at Home, Global Image of U. S. Continues to Benefit: Muslim Disappointment, Pew Global Attitudes Project.http://www.pewglobal.org/2010/06/17/obama-more-popular-abroad-than-at-home (accessed March 18, 2012).
Pew Research Center. (2012, November 1). How Americans and Chinese View Each Other, Pew Global Attitudes Project. http://www.pewglobal.org/ 2012/11/01/how-americans-and-chinese-view- each other (accessed April 12, 2013).
Pew Research Center. (2009, July 23). Confidence in Obama Lifts U.S. Image around the World: Most Muslim Publics Not So Easily Moved, Pew Global Attitudes,Project.http://www.pewglobal.org/2009/07/23/confidence-in-obama-lifts-us-image-around-the-world (accessed October 13, 2013).
Rauschenberger, E. (2003). “It’s Only a Movie-Right? Deconstructing Cultural Imperialism”. .
Rezee, A. A., & Zohree, M. A. (2011). Cultural diplomacy; the role of culture inforeign policy and strategic models, Tehran: Jame-shenasan publishing (In Persian).
Rosen, S. (2012). The Use of Film for Public Diplomacy, USC Center on Public Diplomacy at the Annenberg School,China and Public Diplomacy A CPD Reader:Cultural Diplomacy Section II (Film Diplomacy in China by Philip Seib), 28-35.
Salehi amiri, R. (2010). Cultural diplomacy, Tehran: Ghoqnous publishing (in Persain).
Sobhe Sadegh's weekly magazine. (November 24, 2013), English language is the main tool of U. S. Public Diplomacy: http://www.ssweekly.ir (in Persain).
The USC Center on Public Diplomacy. (2011). Film Diplomacy in China:
http://uscpublicdiplomacy.org/index.php/pdin_monitor/issue/mayjune_2011.
United States Senate, Committe on Foreign Relations, Washington, DC. (2011). "Another U. S. Deficit China and America Public Diplomacy in the Age of the Internet". One Hundred Twelve Congress First Session, February 15, 2011.
Li, H., & Yan, F. (2008). “McDonald’s Eyes 500 Stores in China in 3 Years”. Reuters News.February 18, 2009.
Zhang, Q., & Zhou, L. (2012). Cultural adaptation pattern analysis of McDonald’s and KFC in the Chinese market, Uppsala University Department of Business Studies Master Thesis.
CAPTCHA Image