America’s global standing has undergone profound shifts, and its soft power—once a defining strength—has diminished due to strategic missteps, institutional erosion, and the rise of competing narratives. The dissolution of the United States Information Agency (USIA) and the United States Information Service (USIS) left a void in America’s public diplomacy, allowing adversarial nations to shape international discourse unchecked. To reclaim its influence, the U.S. must urgently revive these institutions, modernizing them to fit today’s geopolitical landscape and digital realities.
Historical Context: How USIA and USIS Shaped Global Influence
At the height of Cold War tensions, the USIA and USIS were instrumental in advancing American interests through information diplomacy. These agencies promoted democratic ideals, countered Soviet propaganda, and engaged foreign publics through cultural exchanges, international broadcasting, and strategic messaging.
USIA (1953-1999): Created under President Eisenhower, the USIA operated as America’s premier information agency, shaping global perceptions through libraries, film screenings, and educational programs. It played a key role in the ideological battle with the Soviet Union, effectively showcasing American innovation, democracy, and human rights. USIS: As the overseas arm of USIA, USIS maintained libraries, cultural centers, and student exchange programs, ensuring that local populations in strategic regions had direct access to American viewpoints.
The dissolution of USIA in 1999 under the Clinton administration folded public diplomacy into the State Department, fragmenting its effectiveness. The closure of USIS eliminated direct grassroots engagement, leaving America at the mercy of decentralized public diplomacy efforts.
Consequences of Soft Power Decline
Without USIA and USIS, America has struggled to control narratives, particularly in regions vulnerable to anti-democratic propaganda. Three key consequences stand out:
Erosion of Trust: With no central entity managing America’s image abroad, misinformation and adversarial narratives have filled the gap. Strategic Disadvantage: China and Russia have expanded their media influence through state-funded entities like RT, Sputnik, and the Confucius Institutes, directly shaping global perceptions. Weakening of Ideological Leadership: Democracies worldwide look to the U.S. for leadership, but America’s inability to effectively communicate its principles has led to skepticism and disengagement.
Case Studies: Where Absence of Information Diplomacy Cost America
Case Study 1: China’s Media Expansion
Since the early 2000s, China has aggressively expanded its global media presence through initiatives such as CGTN and the Belt and Road Initiative’s cultural programs. With no equivalent American counterbalance, Beijing has successfully shaped economic and political narratives across Africa, Latin America, and Southeast Asia, marginalizing U.S. influence.
Case Study 2: Russia’s Disinformation Campaigns
Russia’s strategic use of disinformation has impacted elections, social stability, and public perception of Western alliances. U.S. attempts to counteract Russian narratives have been reactive rather than proactive, largely due to the absence of a dedicated public diplomacy agency.
Case Study 3: Decline in Cultural Exchanges
Historically, USIS managed extensive cultural exchange programs, fostering goodwill between the U.S. and developing nations. The reduction in such exchanges has weakened grassroots trust in American leadership, allowing rival nations to fill the diplomatic void.
Policy Recommendations: A Roadmap to Restoration
1. Re a Digital-First Approach
A modernized USIA should operate as an independent agency with a strong mandate for countering misinformation, engaging international audiences, and reinforcing American values.
2. Revive USIS as a Global Engagement Hub
USIS should be reactivated with cultural centers, educational partnerships, and direct outreach programs in high-stakes regions.
3. Leverage AI and Technology for Information Warfare
Public diplomacy efforts must integrate AI-driven media analytics, real-time narrative monitoring, and targeted digital engagement to reclaim ideological leadership.
4. Strengthen Alliances Through Public Diplomacy
Strategic partnerships with democracies should incorporate shared media initiatives, counter-disinformation task forces, and coordinated narrative-building campaigns.
Conclusion: A Critical Window for Action
The revival of USIA and USIS offers America an opportunity to reclaim its global standing. Soft power remains a decisive tool in shaping international relations, and in an era of information warfare, structured information diplomacy is paramount. Without action, America risks ceding further ground to adversarial narratives, weakening its leadership in an increasingly multipolar world. The time to act is now.
Reclaiming America’s Global Narrative Through Wisdom and Strategy
In the grand orchestration of global influence, the absence of a structured information diplomacy apparatus has left America vulnerable to competing narratives. The restoration of USIA and USIS is not merely about reclaiming lost ground—it is about fortifying ideological leadership with wisdom, integrity, and decisive action.
Ewe Wisdom: “Dɔwɔ me tsɔ nyuie o; vovovo nye agbe.” (“If you do not fortify your stance, instability will be your downfall.”)
This ancient Ewe proverb underscores the necessity of strategic strength in governance and influence. America’s global presence requires a firm ideological foundation, without which adversarial forces will dictate the world order. The dissolution of USIA and USIS created instability in America’s narrative control—only restoration will secure the nation’s ideological footing.
Dagomba Proverb from Fusaini Isah: “Ninsal kpe gu ninsal kpam.” (“A weakened shield emboldens the spear.”)
The absence of information warfare mechanisms emboldens rival states to spread misinformation unchecked. Like a warrior who neglects his shield, America has allowed hostile narratives to pierce through. Reviving structured public diplomacy ensures that America no longer fights without defense.
Biblical Reference: Proverbs 11:14
“Where there is no guidance, a people falls, but in an abundance of counselors there is safety.”
Governance without strategic outreach risks collapse. Throughout history, empires rose not only by military prowess but through the strength of their counsel. Wisdom, when institutionally embedded, safeguards the future. America’s leadership can only endure through coordinated diplomatic strategies—restoring USIA and USIS embodies this necessity.
International Quotation: Václav Havel on Truth and Power “The power of the powerless lies in their ability to speak the truth.”
Václav Havel, a champion of democratic resistance, highlighted the indispensable role of truth in shaping societal structures. America’s global influence is most effective when driven by integrity, transparency, and a commitment to truth. Without institutions dedicated to controlling narratives, power fades—restoration brings strength.
Final Call to Action
History is littered with examples of nations that underestimated the power of narrative, only to lose their strategic dominance. America has a choice: either remain passive as adversarial forces reshape international perceptions, or reclaim ideological leadership through structured public diplomacy. The revival of USIA and USIS is not merely bureaucratic—it is existential.
If America seeks to remain the cornerstone of global leadership, the path is clear: act, restore, and lead with wisdom.
Retired Senior Citizen
Teshie-Nungua
[email protected]
