"In an increasingly democratic world, leaders of this nation - as well as the leaders of other countries, businesses and non-governmental organizations - know that they need to find more effective forms of communication," Cowan said.
"There is a pressing need for a cadre of well-trained graduates who will understand diverse cultures, new forms of communication technology and a wide range of communication tools, ranging from cultural diplomacy to exchange programs, to international broadcasting."
"We expect this program to attract and train students and mid-career professionals who will become the leaders of the next generation of public diplomacy professionals," he added.
Traditional definitions of public diplomacy include: government-sponsored cultural, educational and informational programs; and citizen-exchange programs and broadcasts such as the BBC World Service that are used by governments to promote the national interests of a country through understanding, informing and influencing foreign audiences.
The new program will use these definitions as starting points, but will address new ways - such as blogs, independent news organizations like Al Jazeera and non-governmental organizations -- to influence and shape the worldview of citizens of foreign countries.
The curriculum will include graduate-level classes on topics such as international broadcasting, cultural diplomacy, corporate citizenship and images, and historical approaches to public diplomacy.
The program is designed for students who already have a substantial undergraduate background in social sciences or relevant professional experience in subjects such as communication, public relations, media studies, journalism, political science and international relations.
In addition to the new degree program, USC is home to the new Center on Public Diplomacy, which has arranged for internships at such institutions as the Sesame Workshop, the European Union, a number of major consulates in Los Angeles and several leading U.S. foreign policy agencies in Washington, D.C.
"The work of the USC Center for Public Diplomacy will enrich research opportunities for students in the degree program," Joshua Fouts, the center's executive director, said," This degree is the first step in creating substantive dialogue among students, scholars and practitioners at a critical period in global and political communication."
For far too long, public diplomacy has been largely an afterthought, an add-on to other international programs. It has rarely, if ever, been fully integrated into foreign policy, either in the US or anywhere else. Nor have governments appreciated the long-term nature of building sound two-way communications or the importance of people of other nations understanding - if even not liking - its policies and practices.
The 21st century is different, however. Today, we are all inter-connected and there is virtually nothing important a nation can do by itself. That is why nations must understand one another. And that is the goal of public diplomacy.
It's long past time to put the amateurs out to pasture and train a pool of professionals. That is why the USC initiative is so important.
"There is a pressing need for a cadre of well-trained graduates who will understand diverse cultures, new forms of communication technology and a wide range of communication tools, ranging from cultural diplomacy to exchange programs, to international broadcasting."
"We expect this program to attract and train students and mid-career professionals who will become the leaders of the next generation of public diplomacy professionals," he added.
Traditional definitions of public diplomacy include: government-sponsored cultural, educational and informational programs; and citizen-exchange programs and broadcasts such as the BBC World Service that are used by governments to promote the national interests of a country through understanding, informing and influencing foreign audiences.
The curriculum will include graduate-level classes on topics such as international broadcasting, cultural diplomacy, corporate citizenship and images, and historical approaches to public diplomacy.
The program is designed for students who already have a substantial undergraduate background in social sciences or relevant professional experience in subjects such as communication, public relations, media studies, journalism, political science and international relations.
In addition to the new degree program, USC is home to the new Center on Public Diplomacy, which has arranged for internships at such institutions as the Sesame Workshop, the European Union, a number of major consulates in Los Angeles and several leading U.S. foreign policy agencies in Washington, D.C.
"The work of the USC Center for Public Diplomacy will enrich research opportunities for students in the degree program," Joshua Fouts, the center's executive director, said," This degree is the first step in creating substantive dialogue among students, scholars and practitioners at a critical period in global and political communication."
For far too long, public diplomacy has been largely an afterthought, an add-on to other international programs. It has rarely, if ever, been fully integrated into foreign policy, either in the US or anywhere else. Nor have governments appreciated the long-term nature of building sound two-way communications or the importance of people of other nations understanding - if even not liking - its policies and practices.
The 21st century is different, however. Today, we are all inter-connected and there is virtually nothing important a nation can do by itself. That is why nations must understand one another. And that is the goal of public diplomacy.
It's long past time to put the amateurs out to pasture and train a pool of professionals. That is why the USC initiative is so important.
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