人心之争:美国应对反美情绪的公共外交策略机制

Winning Hearts and Minds:American Public Diplomacy Strategy Tools for Responding to Anti-American Sentiment

美国为实现全球战略目标,需要良好的舆论和民意基础,而从反美情绪视角出发的美国公共外交策略研究仍待系统化。文章提出双边关系现状和反美情绪是否紧急两大变量,分析美国在应对或消解全球范围内不断变化的反美情绪时的公共外交策略选择机制。具体而言,以“关系基础”“战略价值”和“美国意图”三个维度确定双边关系状态,美国在三类情境下采取管控策略;根据反美情绪的紧急程度,美国分别运用“物质援助”“文化交流”“迎合诉求”“自主叙事”“议程设置”和“激活情感”六类手段,针对性地应对反美情绪以塑造民意、争夺人心。文章选取不同情境下的典型案例进行研究,初步验证美国公共外交策略的选择和实施机制,其经验与教训亦能为他国开展公共外交活动、改善民意基础、争夺人心提供一定借鉴。

To achieve its global strategic objectives,the United States requires a favorable foundation vis-d-vis public opinion and discourse.When considered from the vantage point of anti-American sentiment,systematic research on America's public diplomacy strategy is not yet available.This article proposes two key framing variables for analyzing America's public diplomacy strategy options for responding to or mitigating constantly shifting anti-American sentiment on a global level:the status quo of bilateral relations and the urgency of anti-American sentiment.Specifically,it suggests that there are three dimensions which characterize the status quo vis-a-vis bilateral relations:"foundation of the relationship,""strategic values"and"American intentions,"and that America will adopt a strategic response around these dimensions.The article selects a series of typical cases under a range of different contexts to illustrate America's public foreign diplomacy choices and the mechanisms by which they are implemented.The experiences and lessons offer an important point of reference for other states practice of public foreign diplomacy and efforts to improve public opinion.