Monday, April 24, 2017

Cuban TV and U.S. Soft Power

Cuban state television is trying to get slicker and more immediate to attract young Cubans. There are limits, of course, because of what the state will allow you to say, and the young people working there harbor no illusions in that regard, but feel they can push the envelope at least a little bit.

This is also where U.S. soft power should come in. Old-style, rabidly anti-Castro transmissions seemed to have little impact in the past and certainly will have minimal effect now. I would guess young Cubans want to hear about the future, not about the Cold War. They don't want to hear about the Bay of Pigs. There are a lot of things that could connect the U.S. and young Cubans, even as simple as hip-hop or sports. That's the audience we want to engage.


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