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Student Newspaper of the University of Southern California Since l()l 2
Friday, April 9, 2004
Policy expert dissects uses of diplomacy
Dean of Kennedy School of Government visits USC campus for book signing.
By JUUEKUO
Staff Wrttrr
Success in public diplomacy is dependent on several factors that rely on varying degrees of power and force, said Joseph Nye, dean of Harvard University’s Kennedy School of Government, Wednesday afternoon to a standing-room-only crowd at the Annenberg School for Communication.
Nye was the former assistant secretary of defense for international security affairs, and he coined the phrase "soft power" to describe the "ability to get what you want by attraction rather than coercion.”
Attraction is the third element in Nye's typology of ways to achieve power, winch he defined as the "ability to influence others to get the outcome you want" The other two ways, the “hard power," are coercion and threat, and pay or induce — bribery.
"There are very different contexts in which power resources vary,' Nye said.
for example, lie said, "Petroleum wasn’t much of a power resource before the industrial age." The same goes for uranium, before the nuclear age.
"The distribution of power resources today," Nye said, “is like a "three-dimensional chess game in the sense that you have to play across and up and down at the Wne time."
From a military standpoint, the United States had been a controlling power in that area for “quite some tune," Nye said.
In the middle of the chessboard are the economic relations among the states, he said.
Ihe bottom of the board is I see Nyt page • I
INSIDE
USC Inst. 4-2. at home against ( a I on Thursday night 16
(iraduate students honored by week
University of Southern California Graduate and Professional St mien I Appreciation UcrA named
By I AMES R. K0REN
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ate and ptntessimi.il students	\s ,i1 resolution last week tli.ii.l !!;. •
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I hr rrs.il,,turn pro. la.med tin week ol \|»i il , through April 'J as University ul Southern ( aliform., (iraduate and Professional Student Appreciation Week in I os Angeles County. The week coincides with National (iraduate and Professional Student Keccn»mtion Week
Sponsored by supervisor Yvonne Brathwaite Burke. a USC I aw S< hool alumna, the resolution was present ed to members of the (iraduate and Professional Student Senate at .« Board of Supervisors meeting on Tuesday. Mari h M)
“I (onsider USC one of my alma maters and I was very pleased and proud to present this award on behalf of US( (iraduate and Professional Students.' Burke said I he resolution states 'through their hard work and resean h efforts the 14 (KM) graduate and profession.il students at the University Southern ( ahfoima has. d, tf guished themselves in thru - li..s. i s»m GPSS	6
Bush’s press conferences too scripted, author says
Two noted journalists arguing about Bush policies are featured in discussion.
By ZACH FOX
Sufl WrlUfT
Ron Suskind, author of the recent controversial book on former Treasury Secretary Paul O'Neill, and Michael barone, senior writer for the U.S. News & World Report, argued politics in a heated discussion as part of the Annenberg series “Deans Open Forum," on Thursday.
The forum was hosted by Geoffrey Cowan, dean of the Annenberg School for Communication, and featured an open discussion about the possible outcomes of the upcoming presidential election and the current policies of the Bush administration, including the handling of the press and the war in
Iraq.
One of Suskind’s most severe cri tiques of Bush was not only Bushs lack of press conferences but also his man agement of those conferences.
For each press conference, the White House press secretary asks the reporters for their questions, selects su or seven of the questions to answer and those reporters are the only ones called upon to ask theu questions during the press conference, Suskind said.
This system makes it so that the president has answers already prepared for questions that he knows will be asked. Suskind said.
“He needs unmanaged time in front of the nation right now,' Suskind said. ‘The White House has to engage in a way that it hasn t engaged in before."
Suskind also said that the White House uses intimidation to force writ I see Politic* iM«e • >
At the president s press conferences, the press secretary chooses which reporters are allowed to ask questions
This system allows the president to be prepared for the questions asked by reporters
la i DM) taia
Insider Ron Suskind talks lo a student about issues in his book, which has garnered national attention
Student-run advertising firm sponsors People event as part of national competition.
By GREG DAMIANO
Staff Writer
After three months of collaboration. USC students in a mock-advertis ing firm put on a full-scale ‘Live Like a Celebrity" event, complete with a street fair and evening party, attracting students to participate by treating them like celebrities.
The Marketing 406 students host ed the event as part of a national advertising competition
USC students may have experi enced minor bouts of stardom and celebrity when paparazzi, both student and professional, sought out their pic tures for a larger promotion of People Magazine.
Debbie M< Inn is and her class of 30 students organized the take firm. Pacific Ldge Marketing, to handle a People Magazine public relations account.
Mdnnis called her class a "vejy
eclectic group" coming from depart ments all over campus.
"F.ven though some are from mar keting, some are tiom Annenberg, some are from tine arts, some are from social science, she said "111 this class, that really works because we form an advertising firm and it’s a nice blend of talents"
Many of this semesters students took the prerequisite class Marketing 40f> with Melnms. and when she stepped in tor a silk teacher two weeks into (aiiuarv she received a standing I see People pdj>e 5
Make um up. Madison Montgomery gets her makeup done by Lori Taylor before the fashion show the fashion show was part of People Magazine's Celebrity Day. which took place in Alumni Park Thursday.
’SC stars for a day