Thomas Friedman (2004) wrote about a potential Third World War as a “Western” battle
against fundamentalism, a new “War of Ideas”. Recently, the former United States
undersecretary for public diplomacy, James Glassman (2008), described to the New America
Foundation “Public Diplomacy 2.0” as “the war of ideas” where liberal openness is contrasted by
radical repression. The scope of the potential next great conflict extends past this dichotomy.
The New World War of Ideas exists as a phenomenon that goes beyond the characterization of
the clash of Islam versus the ‘West’; it is a contest of ideas and narratives that is happening as
multi-polarity prevails and states have become increasingly interested in soft power projection.
The practice of public diplomacy is at the center of this emerging phenomenon. Ideas have
become the sticks and stones of the modern state. The concern shifts to whether different
narratives can coexist on the global level. Soft power and public diplomacy need not lead to
bellicose contestation; rather, mutual activities may open ground for increased comity based on
dialogue. Despite the salience and richness of public diplomacy, the study of public diplomacy
has not expanded beyond case analysis of powerful states and actors. There is a pressing need
for novel studies concerning public diplomacy and soft power.