Today public diplomacy is fast replacing traditional diplomacy in bridging gaps between cultures and nations. Public diplomacy refers to the use of media and culture as well as other non official channels of communication, to enhance relationships between peoples of the world. Since the September 11th attacks, US had realized it suffers a severe image problem; hence, it resorted to public diplomacy in ab attempt to remedy it. Thus, it has launched a campaign to win hearts and minds of the predominantly Arab and Muslim Middle East.

In its campaign it has created the Arabic speaking Al-Hurra satellite channel, radio Sawa and Hi magazine. It has also resorted to cultural events a well as cultural and academic exchanges. Furthermore, it has resorted to civil society and tapped into the potential of new technology, such as the internet.

This paper will research and assess America's success in its public diplomacy campaign in the Middle East. It will do so through two research methods. The first is surveying the options of Egyptian and American media experts (opinion leaders). The second is the conduct of three focus groups in different Egyptian universities to assess the opinions of students (youths, the campaign's primary target). The study endorses the theories of agenda setting and active reader, as its theoretical framework.


Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Date of Award


Online Submission Date


First Advisor

Hussein Amin

Committee Member 1

Naila Hamdy

Committee Member 2

Ibrahim Saleh

Document Type



149 leaves :

Library of Congress Subject Heading 1



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Call Number

Thesis 2005/42