One is the private dissemination of American cultural products abroad. This essay then analyzes several other new issues that have arisen recently affecting American soft power. Sometimes the behaviour of private American citizens has created new challenges for our public diplomacy and damaged our soft power. Many Arabs have exaggerated expectations about America’s ability to solve their problems. The expansion of private communication channels has provided challenges to the US effort and has impacted its soft power. This essay first discusses the impact of the digital revolution on the American public diplomacy effort and on soft power. However, American diplomats who have served in the Arab world, including this author, know that most Arabs are critical of US foreign policy but that they have positive attitudes towards America as a country, due in part to American cultural and commercial products and education. Evaluating public opinion and the challenges of public diplomacy in the Arab world is difficult because of the absence of hard data on polling and public diplomacy issues. This position article applies the concept of soft power as developed by Joseph Nye to the Arab world and US public diplomacy in that area.
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