The Dissolution Of The US Agency For Global Media Could Lead To A Revival Of American Soft Power
Authored by Andrew Korybko via substack,
American soft power operations in this new era that’ll likely follow USAID and USAGM’s far-reaching reforms under Trump 2.0 will be more creative, appealing, and effective than all that came before.
Trump’s Executive Order last week eliminating the US Agency for Global Media (USAGM), the rationale of which was explained here as regards to stopping the state’s funding of ideologically radical propaganda, has been condemned by critics as a deathblow to American soft power.
That body is responsible for Voice of America, Radio Free Europe/Radio Liberty, and Radio Free Asia, among several other foreign-focused outlets.
It’s therefore understandable why some are concerned about the consequences.
The reality though is that their operations will probably resume after some time, albeit through what’ll likely be public-private partnerships abroad instead of purely state-run enterprises inside the US, and only with like-minded partners that share Trump 2.0’s populist-nationalist worldview. To elaborate, the $950 million that the USAGM requested for this year could be put to more effective use funding foreign experts, influencers, media, etc. who are from the places whose public the US wants to influence.
That was already happening through USAID, which is also being gutted and transformed as was explained here in early February, so it’ll either return to its original focus on physical development projects or divide information warfare responsibilities with whatever remains of USAGM. In any case, the point is that USAGM’s influence operations and USAID’s more direct meddling ones are expected to be less centralized than before and outsourced to a much greater degree as a result of Trump 2.0’s reforms.
They’ll also be optimized by replacing their ideologically radical agenda with his team’s much more pragmatic one, which resonates with a much wider audience, and relying a lot more on informed figures abroad who have a better sense of the local pulse than DC-based bureaucrats do. The end result is that American soft power will be less visibly connected to the US, more effectively fine-tuned for targeted audiences, and promoted by what can be described as many more “agents of influence” than before.
It’s this final point that captures the essence of Trump’s reforms. As a successful businessman, Trump appreciates the free market, ergo why he envisages liberating the so-called “marketplace of ideas” from what he considers to be USAID and USAGM’s overbearing influence. Instead of keeping that marketplace “unfree” by letting them continue dictating editorial preferences, he wants to reduce their roles mostly to funding and supervising like-minded foreign contractors who’ll then function as “agents of influence”.
The problem though is that their host countries could replicate the US’ FARA like Georgia recently did to identify which broadcasters, influencers, media, etc. are receiving foreign funding and then obligate them to inform their audience of this so that they can keep it in mind when consuming their content. Additional responsibilities could also be mandated to make such arrangements too onerous for many to agree to, such as regular and detailed reporting of their…
