Reputational Security and other new priorities: Rethinking - - PowerPoint PPT Presentation

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Reputational Security and other new priorities: Rethinking - - PowerPoint PPT Presentation

Sep 17, 2022 445 likes •907 views

Reputational Security and other new priorities: Rethinking #SoftPower for 2030. Nick Cull @NickCull Cull@usc.edu University of Southern California Overview: Big Dangers of 2030 Issues w/in Public Diplomacy Reputational Security

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Reputational Security and other new priorities:

Rethinking #SoftPower for 2030.

Nick Cull @NickCull

Cull@usc.edu

University of Southern California

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Overview:

  • Big Dangers of 2030
  • Issues w/in Public

Diplomacy

  • Reputational Security
  • Contest Disinformation
  • Counter Victim

Narratives

  • Vision of the Future.
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The Big Foreign Dangers of 2030

  • Russia?
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The Big Foreign Dangers of 2030

  • Russia?
  • China
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The Big Foreign Dangers of 2030

  • Russia?
  • China
  • Indo/Pakistan War?
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The Big Foreign Dangers of 2030

  • Russia?
  • China
  • Indo/Pakistan War?
  • Failure to Cooperate
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The Big Foreign Dangers of 2030

  • Russia?
  • China
  • Indo/Pakistan War?
  • Failure to Cooperate
  • How to move forward?
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The Big Foreign Dangers of 2030

  • Russia?
  • China
  • Indo/Pakistan War?
  • Failure to Cooperate
  • How to move forward?
  • Last superpower = Global

Public Opinion

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The Big Foreign Dangers of 2030

  • Russia?
  • China
  • Indo/Pakistan War?
  • Failure to Cooperate
  • How to move forward?
  • Last superpower = Global

Public Opinion

  • Key tool =

Global Public Engagement

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Issues within Public Diplomacy

1) Failures to listen

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Issues within Public Diplomacy

1) Failure to listen 2) Failure to cooperate

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Issues within Public Diplomacy

1) Failure to listen to world 2) Failure to Cooperate 3) Performances for domestic consumption

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Issues within Public Diplomacy

1) Failure to listen 2) Failure to Cooperate 3) Performances for domestic consumption 4) Mismatch of identity and transnational realities

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Issues within Public Diplomacy

1) Failure to listen 2) Failure to Cooperate 3) Performances for domestic consumption 4) Mismatch of identity and transnational realities 5) It can’t be ‘all about you’

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Issues within Public Diplomacy

1) Failure to listen 2) Failure to Cooperate 3) Performances for domestic consumption 4) Mismatch of identity and transnational realities 5) It can’t be ‘all about you’ 6) Danger of looking to WIN

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New Priorities

1) Reputational Security

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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
  • Good better than rich or strong
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
  • Good better than rich or strong
  • Cultural relevance = good
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
  • Good better than rich or strong
  • Cultural relevance = good
  • ETHICAL relevance best
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
  • Good better than rich or strong
  • Cultural relevance = good
  • ETHICAL relevance best
  • Be part of the team
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
  • Good better than rich or strong
  • Cultural relevance = good
  • ETHICAL relevance best
  • Be part of the team
  • SOME brands limit partnership
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
  • Good better than rich or strong
  • Cultural relevance = good
  • ETHICAL relevance best
  • Be part of the team
  • SOME brands limit partnership
  • Takes time to build…
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New Priorities

1) Reputational Security

  • Soft Power not just an “extra”
  • Reputation is part of security
  • ANY relevance helps
  • Good better than rich or strong
  • Cultural relevance = good
  • ETHICAL relevance best
  • Be part of the team
  • SOME brands limit partnership
  • Takes time to build…
  • Human Rights and security not

a trade-off.

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New Priorities

1) Reputational Security 2) Contest Disinformation

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New Priorities

1) Reputational Security 2) Contest Disinformation

  • Expose
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New Priorities

1) Reputational Security 2) Contest Disinformation

  • Expose
  • Engage
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New Priorities

1) Reputational Security 2) Contest Disinformation

  • Expose
  • Engage
  • Enhance
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New Priorities

1) Reputational Security 2) Contest Disinformation

  • Expose
  • Engage
  • Enhance
  • And don’t fulfil the

stereotype

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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives

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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives

  • Foundation for Extremes
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives

  • Foundation for Extremes
  • Enemy of Empathy
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives

  • Foundation for Extremes
  • Enemy of Empathy
  • Political Dead End
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives

  • Foundation for Extremes
  • Enemy of Empathy
  • Political Dead End
  • How to unlock the prisons

built by history?

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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives

  • Foundation for Extremes
  • Enemy of Empathy
  • Political Dead End
  • How to unlock the prisons

built by history?

  • Collective project
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives 4) Visions of the Future.

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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives 4) Visions of the Future

  • The answer in the past
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives 4) Visions of the Future

  • The answer in the past
  • For allies & adversaries
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives 4) Visions of the Future

  • The answer in the past
  • For allies & adversaries
  • But who has credibility?
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives 4) Visions of the Future

  • The answer in the past
  • For allies & adversaries
  • But who has credibility?
  • Some shared priorities
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New Priorities

1) Reputational Security 2) Contest Disinformation 3) Counter Victim Narratives 4) Visions of the Future

  • The answer in the past
  • For allies & adversaries
  • But who has credibility?
  • Some shared priorities
  • Ultimate relevance
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Conclusion

  • Limit in unilateral brand
  • Alternative identities in

collaboration/team

  • Importance in NOT being
  • ur stereotype
  • Danger in ‘geography’ of

Human Rights.

  • Danger in sustained

failure to honor reputation

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Thank you for your attention…

  • Nick Cull
  • @NickCull
  • cull@usc.edu