Publications

A story of engagement: the British Council 1934–2009
Dr. Ali Fisher

Take a look back at the history of the British Council, to discover startling parallels with the challenges faced 75 years ago and those we face today. Mappa Mundi's Ali Fisher explores why the British Council was founded in a time of global financial crisis and turbulent conditions. He highlights some of the milestone achievements over the past 75 years and discusses how we can learn from them. Can this help to shape the future of the world that we live in, as we face a time of a great shift and challenge? Discover how cultural relations work is the thread running through some well and lesser known historical achievements for the UK and the rest of the world.

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Learning to Listen: Intercultural Dialogue in Africa
Philip Fiske de Gouveia

Despite politicians' statements to the contrary it is impossible to dismiss talk of cultural friction between Islamic and Western cultures. Such friction is a reality. Distinct from the 'clash' prophesied by some, it is expressed in many ways, from political demonstrations to suicide bombings, and sustained by a number of factors, including, perhaps most importantly, the misunderstanding of the 'Islamic world' in 'the West', and of 'the West' in the 'Islamic world'. Addressing this deeply rooted and mutual misunderstanding is, not surprisingly, a priority for policy-makers. However, bureaucracies, historically accustomed to managing territorial states and negotiating behind doors, are still trying to gauge and react appropriately to the evolving world in which they are now expected to operate. In this context a new role appears to be developing for cultural relations agencies like the British Council. Fundamental to the British Council's current ambitions is the idea of 'intercultural dialogue' (ICD), now the focus of a major programme of work. ICD facilitates clear expression by all voices in a mutual dialogue, taking particular care to ensure that the opinions of the quietest voices are heard by the loudest. ICD is about much more than conventional public diplomacy or 'preventing extremism'. It is a long-term, open-ended process that defies short-term, outcome-oriented targets. It is a process that evolves over time, and which requires pre-emptive trust-building. The logic behind ICD is that the time has come not to talk but to listen.

An African Al-Jazeera?- Mass Media and the African Renaissance
Philip Fiske de Gouveia

This paper argues that while African countries need effective media in order to democratise, prosper, or engage with the rest of the world as equals, the development of a pluralistic print and broadcast media in Africa has been fitful. As a consequence, the African media have struggled to make positive contributions to the political, economic and social needs of the continent. An indigenous pan- African broadcaster could help to redress this quickly, yet to date such a project has received limited attention from policymakers and stakeholders.

Options for Influence - Global campaigns of persuasion in the new worlds of public diplomacy
Ali Fisher and Aurélie Bröckerhoff

This paper argues that, as the barriers to communication become ever lower those seeking to engage with foreign populations must consider a wide spectrum of options if they are to have influence in this increasingly competitive environment. From the UK to Australia and China to Denmark, many countries are reviewing their public diplomacy strategies in recognition of the increasing importance of engagement with foreign populations. As NGOs and supranational bodies look to exert influence alongside national governments, the competition for attention is increasing. This trend will continue as access to virtual worlds and Web 2.0 provide individuals as well as organisations with the tools to compete more successfully in the field of public diplomacy. Understanding and successfully applying these tools is crucial in such a competitive environment. Options for Influence provides an introduction to the tools required to create an effective strategy. It forms the basis for training practitioners and provides a foundation for a common understanding of the many varied approaches to exerting influence.

European Infopolitik - Developing EU Public Diplomacy Strategy
Philip Fiske de Gouveia with Hester Plumridge

This paper argues that just as European member states increasingly acknowledge the strategic importance of communication with foreign audiences, so European Union policymakers should themselves consider how better to speak, and listen, to third-country publics. As an entity which comprises more than 450 million inhabitants, and which contributes 40 per cent of the United Nations budget and 25 per cent of global GDP, the European Union is punching well below its weight in communication terms. European policymakers must now address the issue of whether engagement with publics in the wider world – beyond that required as part of the enlargement process – should be a strategic priority.

 

 

 

 

 

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