Struggle for Hearts and Minds in
the Third World
PSC783 Cold War Propaganda and
Public Diplomacy, Part III
©Olga Zatepilina, Syracuse University
Marxism-Leninism vs. Americanism
• Marxist-Leninist theory
of social change
• Soviet Union as an
ideological model and a
great power
8/30/2008
• Modernization theory
• Global development
education
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Communism vs. Americanism
• Assist communist and
pro-Soviet
governments in gaining
and retaining power
• Introduce socialist
methods of
management
• Attract local elites to
the communist ideals
8/30/2008
• Prevent left-wing
governments from
coming to power
• Help local elites resist
Soviet pressure
• Construct enlightened
political institutions
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On Ideological Assistance to the Sudan Union Party of
the Republic of Mali
• The Communist Party of the Soviet
Union, Central Committee
• Classified
• 2/15/1965
• “…Build and equip a party school
for 300 people;
• Accept 15 party members to the
Moscow School of Higher Political
Education
• Open clubs and cinemas and
provide documentaries and
films…”
8/30/2008
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On Increasing Propaganda to Expose the Imperialist
Policy of the United States toward the Central America
• The Communist Party
of the Soviet Union,
Central Committee
• Classified
• Date unclear, 1964
8/30/2008
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Patrice Lumumba University
• Established 1960
• 1961 named after Prime Minister of
the former Zaire
• 2/3 international students
• Russian People’s Friendship
University http://www.cnn.com/WORLD/9707/26/russia.university/
8/30/2008
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Patrice Lumumba University, cont’d
• 47,000 alumni, 4300
Ph.D.s in 165 countries
http://www.rudn.ru
• Ilich Ramires Sanches
(a.k.a. Carlos the Jackal)
http://205.243.133.2/carlos-j.htm
8/30/2008
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Ideological Operations and
Foreign Policy, 4/27/1964
“Certain foreign policy objectives can be
pursued by dealing directly with the
people of foreign countries, rather than
their governments… Through the use of
modern instrument and techniques of
communications it is possible today to
reach large or influential segments of
national populations—to inform them, to
influence their attitudes, and at times
perhaps even to motivate them to a
particular course of action.”
http://web.lexisnexis.com/congcomp/attachment/a.pdf?_m=883bf9d4620465cc978b2683ed7c1375&wchp=dG
LbVtz-zSkSA&_md5=0205681d6d80b5f484b09986bc281a30&ie=a.pdf
8/30/2008
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USIA and the Third World
• 1968 USIA officers get FSO status
• European posts are downsized and new USIA
posts open in Asia and Africa
• USIA operates in 170 countries
• 1952-1967 Information Media Guaranty (IMG)
subsidizes sales of commercially produced
books, newspapers, TV programs, films
• Focus on Education and Healthcare
8/30/2008
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Fulbright Program
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18 heads of state or government
11 members of the United States Congress
1 Secretary-General of the United Nations
1 Secretary-General of NATO
37 Nobel Prize winners / 10 countries
1 Olympic gold medal winner
Senator J. W. Fulbright
8/30/2008
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Fulbright Program, cont’d
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Maya Angelou
Boutros Boutros-Ghali
Ingvar Carlsson
Aaron Copland
Umberto Eco
Salma Shan
John Updike
Shirley Williams
8/30/2008
“Most of all, I thank God for
my Fulbright,” Anna Moffo
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International Visitor Leadership Program
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8/30/2008
Tony Blair
Gordon Brown
Indira Ghrandi
Hamid Karzai
John Agyekum Kufuor
Julius Nyerere
Anwar Sadat
Nicolas Sarkozy
Mikhail Saakashvili
Margaret Thatcher
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