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June 27, 2017  |  By Sophie Schaeffer In Agenda Setting, Communication, New Media

It’s the Communication, Stupid!

When mentioning US-German and transatlantic relations these days, the one audience where as a reaction you will still get sparkles in their eyes and not eye-rolling is that of young people. I contribute that to the globalization and internationalization of the younger generation via the internet: They no longer only watch the same movies and listen to the same music as their US-American counterparts, but also laugh about the same jokes and comment each other’s pictures on social media. With social media with its roots in the US and its deep entrenchment in US-American pop culture, the younger generations become more and more alike because of the same cultural influences via the internet.

When talking about transatlantic relations these days, one group where you will (at least partly) earn eye-rolls is that of the adult population. Only 21 percent of asked people state in a recent survey conducted by ARD/ Infratest dimap that they confide in the USA as a partner –the same amount of trust they have in Russia. I think this Anti-Americanism in the German population is one of the most pressing issues in transatlantic relations today. At all other levels, be it business, politics or education, experts have enjoyed the transatlantic partnership for a much longer time period than since the last presidential elections and will know ways to overcome periods of strained relationships at the highest political levels, because they know that the head of state does not represent all of the country’s population. At the lowest level of cooperation, that of civil society, one cannot observe this kind of realism, quite the contrary. The rising Anti-Americanism of today will erode the trust that has been built up for decades (and that already lived through tense times with other presidents) and will, if not overcome, undermine the transatlantic partnership, because what is a partnership between two countries worth if it only profits the elites?

So, to come to my propositions for a renewed and less populist Transatlantic partnership, I would like to distinguish between the two groups I just elaborated on. On the one hand, the younger generation, the future generation of leaders in the political, societal, economic and media field, and on the other, the adult population that is susceptible to Anti-Americanism. For the first group, it is my deepest conviction that to prevent a drift to Anti-Americanism that their parents already display, our focus has to be on reaching said generation via the channels that they themselves use – social media. One strategy could be to connect with social influencers on Facebook, Twitter, Instagram, Snapchat and Youtube, start a public conversation with them about transatlantic relations in it’s different forms (because transatlantic relations are not only trade agreements), thereby gain attention from other users and involve them in the exchange. Strategically place short articles, anecdotes, videos and memes on transatlantic relations on social media pages and advertisement before the videos they watch and on the internet pages they use. That way, the message can reach the younger generation via their own communication methods and the people that they would listen to anyways (the social influencers on social media), not teachers or other older persons of authority. Another benefitting effect of spreading the topic of transatlantic relations wider is reaching different groups of young people. In my experience, the adolescents I know interested in politics and transatlantic relations have often parents involved in similar political activities, so generations of transatlantic leaders reproduce themselves. All young people, regardless of socio-economic or educational background, use social media, and therefore they all can be reached.

Concerning the second group, the adult population susceptible to Anti-Americanism, I would propose basically the same communication strategy, but not via social media, but “traditional” media. Be it newspaper articles, TV talk shows or radio programs, the same principle applies here than to the younger generations: By publishing in different newspapers and different (local) radio stations of different political affiliation, one can also reach those who are not already in favor of the transatlantic relationship.

In turbulent times like these, it is important not to get self-righteous, blame the German population for their Anti-Americanism and not look for own misconducts. Criticizing each other is always valid, but on a constructive and respectful base. The public conception is that especially an important, high-level political project such as the transatlantic partnership was in the past dominated by equally high-level groups of experts and decision-makers, hidden in backrooms and generally very afar from the “common people”. In times of rising populism and easy answers on both sides of the Atlantic, I think it is time to transform part of the transatlantic dialogue into a more palpable experience for the German population, young and old, to stop the rising Anti-Americanism and ensure a functioning transatlantic dialogue until 2020 and hopefully under easier conditions after that.

Sophie Schäffer currently does her BA in political science at the Freie Universität Berlin, where she focuses on international relations, security, conflict studies and gender. Her work experiences include internships with the Federal Foreign Office of Germany and the Goethe-Institut Bolivia.

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18 replies added

  1. Simon Schütz June 27, 2017 Reply

    Sophie, thanks for your very interesting article and ideas. I totally agree that it makes sense to reach out to younger people and older people on different communication channels, with messaged and content that is tailored for each target audience. Nevertheless unfortunately I would not share your point of view that most young people are rather positive towards the U.S. I think especially young German students are mostly very critical when it comes to the U.S. and ever since the Iraq war there is a Anti Americanism within the young generations. Also I think the situation in older generations varies a lot. There is still a big group (maybe a little quieter than the other group) that is very positive towards the US, and sees them as one of the closest partners that we should invest in and build on. I still think your approach is totally right, but when it comes to target different audiences on different channels it is important to have a clear image of what feelings and attitudes are to be found within the groups.

    • Anna Xu June 28, 2017 Reply

      I dunno, I think young Germans really like Americans! I definitely think agree with Sophie 🙂 we should support those social media YouTube people who make videos about American-German stuff :))))

      I don’t think we need to pay so much attention to media channels for older Germans. They have newspapers and TV, and those are well-established institutions. They know what they’re doing.

    • Carolin Wattenberg June 28, 2017 Reply

      Hi Sophie, Thanks for this interesting piece. I actually agree with Simon. I don’t think there’s a huge difference between older and younger Germans – but it also depends on where you draw the line between these age groups (Did you have specific age brackets in mind?). Historical events like the Berlin airlift, the Vietnam War, German unification etc. can shape a whole generation’s view of the States. Ambivalence is what I see in most Germans today. On the one hand, we’re fascinated by American cities, pop culture, tech innovations etc., on the other hand, we complain about U.S. politics and unrelenting capitalism. I see that in both age groups. Anti-Americanism in Germany comes in waves. It has always been in flux and unfortunately we’re approaching another low point (http://www.pewresearch.org/fact-tank/2017/06/26/around-the-world-favorability-of-u-s-and-confidence-in-its-president-decline/). Where I do agree with you is that we cannot just relax and wait until this current wave is over but have to strive towards changing it. Making it more “palpable” – as you’re saying – is key. That’s also why I don’t think that general information on transatlantic relations would do the trick. Have you thought about concrete issues that you would like to address? Best, Carolin

      • R. Andrew Gomez July 13, 2017 Reply

        Hi everyone,
        I really agree with Carolin. Whenever there’s an election in the US (and I’ve lived in Germany during 5 election cycles now), I almost always get asked about the US by Germans. While some are generally interested in understanding the US, some see me as a representative of the US and therefore someone to complain to about US warmongering and capitalism-gone-crazy. Then again, I think there is a difference between those Germans who have visited the US and those who have not, if only in that those that have visited tend to have a more nuanced view of American culture and politics, which is one reason why I support exchanges in all their forms so much.

  2. Johanna Rudorf June 27, 2017 Reply

    Hi Sophie,
    Thank you for sharing your thoughts. While I think you are correct in stating that the younger generation shares a certain bond because of their social media interactions, I have to disagree with you that this bond negates anti-Americanism sentiment. I think that a series of follies under the George W. Bush administration (the Iraq War being the most significant one), a number of blunders under the Obama administration (including the NSA scandal and the failure to close down Guantanamo Bay), and now the Trump presidency have led to a distinct erosion of trust among the German youth. While a shared love for pop culture, celebrities, and clothing brands might drown out this anti-American noise a bit, I think it’s still very much prevalent. How would you specifically target this audience via social media to ease its members’ suspicions about U.S. motives and goals?

    • Marie-Louise Arlt June 28, 2017 Reply

      Hi Sophie, I agree with Johanna that there is quite some distrust regarding foreign policy while there are agreements with regard to pop culture, celebrities, and clothing brands (Johanna, please correct me, if different). I would not treat the Anti-Americanism as something homogeneous but highly depend on the field/topic we are talking about. Other topics of disagreement might be the welfare state, juridical system, climate policy while admiration goes to (specific) US-American universities or nature, amongst others.
      Which topics should a policy you described target and how? When I think of foreign policy, for instance, that might be a huge challenge…

    • Michael Ravitsky June 28, 2017 Reply

      Johanna, Marie-Louise, Sophie, Simon, and others from Germany: For the different groups being discussed here, I am curious to know what factors typically mold the opinion toward Americans? For example, would it be relatively more so the administration in Washington, the president, and our foreign policy, or would it be personal interactions with American individuals on social media, at school, at work, etc.? Will an offensive president change someone’s mind even if they have had good interactions with Americans? I am trying to understand the composition of exposure for a younger German versus for an older German, and what are the specific influencing factors of their attitude toward Americans, or if this is just too variable to categorize. We might also distinguish between a German person’s attitude toward the American government versus their attitude toward the American people, if such a distinction is applicable. -Thanks, Mike

      • Phebe Philips June 28, 2017 Reply

        Michael’s question is really interesting. I also wonder if German youths can separate their opinion about America from those of the current administration. I sure hope so. There are so many things that make up American culture, including art, food, diversity, technology, innovation and etc. Is it still transatlantic relationship if the relationships are fostered around these concepts, which I would argue ultimately influence policies from the local to national levels.

        • Carolin Wattenberg June 28, 2017 Reply

          I also believe that – in general – Germans can distinguish between their attitude towards American politics and towards American people. If, however, there are no points of contact at all, it will be difficult to differentiate between these two. That’s why any kind of personal interaction is so crucial.

      • Brandy Svensson June 28, 2017 Reply

        Mike,
        What a great question! I believe it is a combination of what they see in the media and personal experience. Germany has a lot more exchange programs for high school aged students (due to the English language abilities of the German studies). As many US high schools don’t began language training until very high school, the students are not at a proficiency to move to Germany for one year and attend a German high school.
        I believe these exchange opportunities by German help to shape a (hopefully) positive opinion of Americans and their culture.

  3. Guido Rohmann June 27, 2017 Reply

    Hi Sophie,
    Thank you for your article. I agree with your idea of approaching younger and older people via different channels of communication. In regard to younger people, I’d be curious to hear from you, however, how you intend to persuade so-called influencers to support the transatlantic cause. In my experience, they are mostly interested in financial gains, albeit well hidden behind a facade of more noble motives.

    • Mathias Weber June 27, 2017 Reply

      Hi Sophie, Hi Guido,

      I think one persuading argument for influencers is based on their main job to be creators of content. Helping them to create thrilling content that appeals to their audience or even providing it for free to them seems to be useful in this case.

      Regards,
      Mathias

  4. Amélie Heldt June 28, 2017 Reply

    Dear Sophie,
    Thanks for your article! I was wondering which topics should be adressed in that communication strategy? From my point of view it’s more about the contents than about lacking communication.
    Cheers
    Amélie

  5. Christin Habermann June 28, 2017 Reply

    Hi Sophie,
    I think your paper discusses two distinct but equally important channels through which Germans view the US: popular culture and politics. I disagree, however, by the line you draw between young people, whom you deem more pro-America, and the older people, who are more anti-America. I think this line exists, but it doesn’t proceed linear. Like Mike, Phebe and Brandy have already stated, a discussion on the environmental or social factors that foster anti-American sentiment is necessary here. While I think anti-American sentiments can be dealt with in the nation where they emerge (here: Germany), we need to be careful not to drift into a one-sided approach. With the recent administration’s not-so-pc approaches on everything from migration to health care, German anti-American sentiment (regarding the administration, not the American people!) needs to be understood and discussed on both sides of the Atlantic. Any ideas if and how the US government can fight growing anti-Americanism in Germany?

  6. Nardos Alemayehu June 28, 2017 Reply

    You raise an interesting argument about anti-American sentiment. However, I think that it is also key for America to look inward to solve this problem. I am a first-generation American who was raised in Kenya and, in my experiences, there is a culture here of focusing on America and blocking out the rest of the world. When I first moved back to the US, I did an experiment at my high school for our newspaper and asked the students questions about various parts of the world (capital cities, currencies, etc.). The American students answered very few correctly, but I could ask a Dominican student a question about France or a British student something about Brazil and they would know the answer. Then I asked them questions about the US (capitals of states, stars on the flag, the number of original colonies, etc.). The Americans were 50/50 on those but again, the foreign students could answer all of the questions correctly. It can be a little insulting when most of the world learns about the whole world and this country tends to focus solely on itself and, in my opinion, that is the basic concept that fuels much of the negative sentiment around the world towards this country. I mean, I tell people that I’m Ethiopian by blood and 80% of the time they ask me if that’s somewhere in Asia. Of course, I am not German so maybe it’s for different reasons there. I’m curious, though, if you think it’s possible that educating Americans about Germany could be more effective than the opposite?

  7. Mark McAdam June 29, 2017 Reply

    Hi Sophie, I would challenge your assertion that there is such a clear divide in viewing the Transatlantic Relationship as something important in terms of age. Lots of young people are very upset by the revelations relating to NSA snooping or by the negotiations surrounding TTIP, similarly many elderly people remember America’s role in guaranteeing a free society after World War II or standing up to the illiberalism of the Soviet Union during the Cold War. Does this age divide really make sense for the marketing techniques you are seeking to employ? Cheers, Mark

  8. Sarah May June 30, 2017 Reply

    Hi Sophie,
    Really interesting piece – I also enjoyed the Bill Clinton reference. I’d be curious to know, when you say “younger generation” which age group you are referring to – those in university? millennials? I also like your idea of utilizing social media as a public forum, however, if public, the conversation can oftentimes spin out of control. However, I think young people might lack trust in the traditional media considering an acceleration of “fake news.” Just some things to think about.

  9. Lindsey DePasse July 2, 2017 Reply

    Hi Sophie,

    I agree with your article’s main point — the power of (social) media. Who do you think should be responsible for this campaign. And how will the results be measured?

    Do you also think that social media and digital communication will facilitate the type of change we are looking for? For example: do you think reading a few news articles online and watching YouTube videos will really change the sentiment of one’s nationality in way wherein transatlantic political relations will improve?

    Kind regards,
    Lindsey

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About

Atlantic Expedition is a fellowship program aiming to empower a younger and more diverse generation of leaders in transatlantic relations.

The Atlantic Expedition is currently in its second round. After fellows of the first Expedition developed policy recommendations and created the Atlantic Memo “Transatlantic Relations in a New Era: The Next Generation Approach”, participants of the second Expedition joined forces to develop new strategies for communicating transatlantic relations to a diverse audience and consequently making the transatlantic relationship a more inclusive endeavor.

From 9-14 October, fellows of the second Atlantic Expedition traveled to Chicago and Houston to present and discuss their ideas and proposals with representatives from politics, media, business and civil society. They published their recommendations in a second Atlantic Memo titeled “Atlantic Expedition II: Towards a More Inclusive Transatlantic Partnership” .

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