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Understanding China's home-grown social media

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Thomas Crampton, who oversees social media strategy in the Asia-Pacific region for the marketing and communications company Ogilvy and Mather, spoke to a standing room only audience at a seminar hosted by SPRIE about how controls imposed by the Chinese government have created a vibrant and unique social media domestic ecosystem.

Daniel C. Sneider, associate director for research at Shorenstein Asian-Pacific Research Center, also shared his views on the issue of the role of the internet and social media in social and political change.

Much has been written of late about the PRC government's efforts to control and censor the internet. The government's censorship of websites is an important issue, but it is not the top priority of the country's 420 million internet users or netizens. Their top priority is to connect with other Chinese online. The internet has opened access to information for ordinary Chinese citizens in ways that were unimaginable just a few years ago. Coming from a world where information was pre-filtered by editors at state-run media, China's internet is freewheeling by comparison.

"China's government officials are the most savvy in understanding the power of social media and actively trying to shape its use," Crampton noted at the talk. Rather than eliminate social media, restrictions on foreign websites and social media have resulted in a flourishing home-grown, state-approved ecosystem in which Chinese-owned properties thrive. YouTube, Facebook, and Twitter have faced blockage in China, but their Chinese equivalents are expanding. According to the official statistics from the China Internet Network Information Center (CNNIC) , the number of Chinese netizens reached 420 million at the end of June 2010. But their patterns of use vary from those in other countries. Quoting a 2008 MTV Music Matters survey, Crampton showed a graph that young people across Asia have made a similar number of friends online and offline. Only in China, however, young people actually have more friends online than offline. This points to a convergence of the offline and online worlds, where it is less important to distinguish between what happens online from the "real world." In China, more than in many countries, social media has become deeply integrated into people's lives.

China's government officials are the most savvy in understanding the power of social media and actively trying to shape its use.

- Thomas Crampton, Ogilvy and MatherIn China, as elsewhere in Asia, local variations of internet usage are driven by language, culture, levels of economic development, and the underlying digital ecosystem. For example, rather than short videos popular on YouTube, China's Youku and Tudou are filled with longer form of content, up to 70 percent of which is professionally produced, though individual Chinese users produce and post videos too. Users in China spend up to an hour per day on these sites, compared with less than 15 minutes spent by Americans on YouTube. In the way they present programs, the Chinese sites seem more like online television stations or a replacement for digital video recorders.

Twitter vs. Sina Weibo

Crampton cited another difference between Chinese and foreign social media that is rooted in language. At first glance, Sina Weibo is a latecomer to the microblog phenomenon. Launched in 2009, just about three years after Twitter, it is by far the most popular microblogging platform in China.

Similar to Twitter, Sina Weibo allows users to post 140-character messages, and users can follow friends and find interesting comments posted by others. Small but important differences in the platform have made some say it is a Twitter clone, but better. For example, unlike Twitter, Sina Weibo allows users to post videos and photos, comment on other people's updates, and easily add comments when re-posting a friend's message.

Though mobile phones are used to send less than 20 percent of Twitter updates in the United States, nearly half of Sina Weibo's updates are sent via mobile phone. This phenomenon points to the growth of China's mobile internet, one of the biggest trends in China and Asia.

Perhaps the most striking difference between Chinese and foreign social media, however, is the length of communications expressed via microblogs in Chinese versus English. One measure is to look at what Dell Inc., a company skilled at social media, can communicate on microblogs in Chinese compared to English. Twitter holds messages to 140 characters, which is quite short in English, especially if users want to include a URL. Dell often uses its Twitter feed, @delloutlet, to promote special offers, such as this posting: "Today's Deal: Get FREE Eco-Lite Sleeve with the purchase of any Dell Outlet Insprion Mini 10 or 10v Netbook! http://bit.ly/77fUFG." This message came in at 136 characters, almost the maximum length.

Since each character in Chinese is a word, @delldirect, Dell's Chinese-language feed, can write much more using the Chinese-language Zuosa microblogging platform. As translated by Ogilvy's Beijing team, a similar message reads: "Dell's National Day Sale runs from Sept. 11 to Oct. 8. To celebrate the 60th anniversary with the motherland, Dell Home Computers is offering 6 cool gifts and deals on 10 computer models. These exciting offers will run non-stop for 4 weeks. Also, get a free upgrade to color casing and a 512MB independent graphics card, as well as other service upgrades. All offers are on a first-come, first-served basis. What are you waiting for? Act now!" Even with a message of this length-114 characters in Chinese-there is still enough space to put in a webpage link. In other words, 114 characters in Chinese translates into 434 characters in English, well beyond the text limit of a "tweet" in English. This language efficiency turns microblogging in China into a more blog-like platform.

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Thomas Crampton at the SPRIE seminar on March 16, 2011
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David Lobell named Google Science Communications Fellow

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In an effort to foster a more open, transparent and accessible scientific dialogue, we've started a new effort aimed at inspiring pioneering use of technology, new media and computational thinking in the communication of science to diverse audiences. Initially, we'll focus on communicating the science on climate change.

We're kicking off this effort by naming 21 Google Science Communications Fellows. These fellows were elected from a pool of applicants of early to mid-career Ph.D. scientists nominated by leaders in climate change research and science-based institutions across the U.S. It was hard to choose just 21 fellows from such an impressive pool of scientists; ultimately, we chose scientists who had the strongest potential to become excellent communicators. That meant previous training in science communication; research in topics related to understanding or managing climate change; and experience experimenting with innovative approaches or technology tools for science communication.

This year's fellows are an impressive bunch:

  • Brendan Bohannan, Associate Professor of Environmental Studies and Biology, University of Oregon
  • Edward Brook, Professor, Department of Geosciences, Oregon State University
  • Julia Cole, Professor, Department of Geosciences, University of Arizona
  • Eugene Cordero, Associate Professor, Meteorology and Climate Science, San Jose University
  • Frank Davis, Professor, Landscape Ecology & Conservation Planning, University of California-Santa Barbara
  • Andrew Dessler, Professor, Atmospheric Sciences, Texas A&M University
  • Noah Diffenbaugh, Assistant Professor, Environmental Earth System Science, Stanford University
  • Simon Donner, Assistant Professor, University of British Columbia
  • Nicole Heller, Research Scientist, Climate Central
  • Brian Helmuth, Professor, Biological Sciences, University South Carolina
  • Paul Higgins, Associate Director, Policy Program, American Meteorological Society
  • Jonathan Koomey, Consulting Professor, Civil and Environmental Engineering, Stanford University
  • David Lea, Professor, Earth Science, University of California-Santa Barbara
  • Kelly Levin, Senior Research Associate, World Resources Institute
  • David Lobell, Assistant Professor, Environmental Earth System Science, Stanford University
  • Edwin Maurer, Associate Professor, Civil Engineering, Santa Clara University
  • Susanne Moser, Research Associate, Institute of Marine Sciences, University of California-Santa Cruz
  • Matthew Nisbet, Associate Professor, School of Communication, American University
  • Rebecca Shaw, Director of Conservation, The Nature Conservancy, CA Chapter
  • Whendee Silver, Professor, Ecosystem Ecology and Biogeochemistry, University of California-Berkeley
  • Alan Townsend, Professor, Ecology and Evolutionary Biology, University of Colorado

At our Mountain View, Calif. headquarters in June, the fellows will participate in a workshop, which will integrate hands-on training and facilitated brainstorming on topics of technology and science communication. Following the workshop, fellows will be given the opportunity to apply for grants to put their ideas into practice. Those with the most impactful projects will be given the opportunity to join a Lindblad Expeditions & National Geographic trip to the Arctic, the Galapagos or Antarctica as a science communicator.

Congratulations to all of the fellows! And we'll keep you posted on more ideas and tools emerging for science communication.

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Book Talk: How American Innovation Can Overcome the Asian Challenge

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As the United States struggles to emerge from recession, India and China's continued robust growth is the subject of much interest and concern. Council on Foreign Relations (CFR) Senior Fellow Adam Segal will talk about his new book Advantage: How American Innovation Can Overcome the Asian Challenge, analyzing Asia's technological rise, questioning assumptions about the United States inevitable decline, and explaining how America can preserve and improve its position in the global economy by optimizing its strength of moving ideas from the lab to the marketplace.

In his book, Segal argues that the emergence of India and China does not mean the end of American economic and technological power. Instead, the United States should now leverage its many advantages.

Through his research, Segal concludes the United States has an advantage over Asia in the realm of the software of innovation. “In America, your ideas can make you rich. Intellectual property is protected, and individual scientists are able to exploit their breakthroughs for commercial gains,” he writes. “It is time to realize that software in its most expansive sense offers the most opportunities for the United States to ensure its competitive place in the world.” The challenge is “to recover a culture of innovation that was driven underground, overshadowed by sexy credit default swaps and easy spending.”

Speaker

Adam Segal is the Ira A. Lipman senior fellow for counterterrorism and national security studies at the Council on Foreign Relations (CFR). An expert on security issues, technology development, and Chinese domestic and foreign policy, Dr. Segal currently leads study groups on cybersecurity and cyber conflict as well as Asian innovation and technological entrepreneurship. His new book Advantage: How American Innovation Can Overcome the Asian Challenge (W.W. Norton, 2011) looks at the technological rise of Asia. Dr. Segal is a research associate of the National Asia Research Program and was the project director for a CFR-sponsored independent task force on Chinese military modernization.

Before coming to CFR, Dr. Segal was an arms control analyst for the China Project at the Union of Concerned Scientists. There, he wrote about missile defense, nuclear weapons, and Asian security issues. Dr. Segal has been a visiting scholar at the Massachusetts Institute of Technology’s Center for International Studies, Shanghai Academy of Social Sciences, and Tsinghua University in Beijing. He has taught at Vassar College and Columbia University. Dr. Segal is the author of Digital Dragon: High-Technology Enterprises in China (Cornell University Press, 2003), as well as several articles and book chapters on Chinese technology policy. His work has recently appeared in the International Herald Tribune, Financial Times, Washington Quarterly, Los Angeles Times, and Foreign Affairs. Dr. Segal currently writes for the CFR blog, “Asia Unbound".

Dr. Segal has a BA and PhD in government from Cornell University, and an MA in international relations from the Fletcher School of Law and Diplomacy, Tufts University. He reads and speaks Chinese.

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Adam Segal Ira A. Lipman Senior Fellow for Counterterrorism and National Security Studies Speaker Council on Foreign Relations
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Children in Crisis Project

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Paul Wise is a clinical professor of pediatrics and a CHP/PCOR core faculty member. His work focuses on children's health policy; health disparities by race, ethnicity and socioeconomic status; and the interaction of genetics and the environment as these factors influence child and maternal health.

Before coming to Stanford in July 2004, he was a professor of pediatrics at Boston University and vice-chief of Social Medicine and Health Inequalities at Brigham and Women's Hospital. He previously served as director of emergency and primary care services at the Children's Hospital of Boston, and as director of the Harvard Institute for Reproductive and Child Health at Harvard Medical School. He has also served as a special expert at the National Institutes of Health and as special assistant to the U.S. Surgeon General.

Wise has worked to improve healthcare practices and policies in developing countries. He is involved in child health projects in India, South Africa and Latin America, targeting diseases such as tuberculosis and AIDS. He currently chairs the steering committee of the NIH's Global Network for Maternal and Child Health Research, and he has served on many other boards and committees including the Physicians' Task Force on Hunger and the American Academy of Pediatrics' Consortium on Health Disparities. He has received honors from organizations including the American Public Health Association, the March of Dimes, and the New York Academy of Medicine.

He received a BA in Latin American studies from Cornell University, an MD from Cornell University and an MPH from the Harvard School of Public Health. He completed a residency in pediatrics at Children's Hospital Medical Center in Boston.

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Paul H. Wise

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Dr. Paul Wise is dedicated to bridging the fields of child health equity, public policy, and international security studies. He is the Richard E. Behrman Professor of Child Health and Society and Professor of Pediatrics, Division of Neonatology and Developmental Medicine, and Health Policy at Stanford University. He is also co-Director, Stanford Center for Prematurity Research and a Senior Fellow in the Center on Democracy, Development, and the Rule of Law, and the Center for International Security and Cooperation, Freeman Spogli Institute for International Studies, Stanford University. Wise is a fellow of the American Academy of Arts and Sciences and has been working as the Juvenile Care Monitor for the U.S. Federal Court overseeing the treatment of migrant children in U.S. border detention facilities.

Wise received his A.B. degree summa cum laude in Latin American Studies and his M.D. degree from Cornell University, a Master of Public Health degree from the Harvard School of Public Health and did his pediatric training at the Children’s Hospital in Boston. His former positions include Director of Emergency and Primary Care Services at Boston Children’s Hospital, Director of the Harvard Institute for Reproductive and Child Health, Vice-Chief of the Division of Social Medicine and Health Inequalities at the Brigham and Women’s Hospital and Harvard Medical School and was the founding Director or the Center for Policy, Outcomes and Prevention, Stanford University School of Medicine. He has served in a variety of professional and consultative roles, including Special Assistant to the U.S. Surgeon General, Chair of the Steering Committee of the NIH Global Network for Women’s and Children’s Health Research, Chair of the Strategic Planning Task Force of the Secretary’s Committee on Genetics, Health and Society, a member of the Advisory Council of the National Institute of Child Health and Human Development, NIH, and the Health and Human Secretary’s Advisory Committee on Infant and Maternal Mortality.

Wise’s most recent U.S.-focused work has addressed disparities in birth outcomes, regionalized specialty care for children, and Medicaid. His international work has focused on women’s and child health in violent and politically complex environments, including Ukraine, Gaza, Central America, Venezuela, and children in detention on the U.S.-Mexico border.  

Core Faculty, Center on Democracy, Development and the Rule of Law
Affiliated faculty at the Center for International Security and Cooperation
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China's Social Media: Same, Same, But Different

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Much has been written lately about the Chinese government's efforts to control and censor the Internet. Internet censorship is an important issue, but it is not the top priority of the country's 420 million Internet users. Their top priority? Connecting with other Chinese online. The Internet has opened access to information for ordinary Chinese citizens in ways that were unimaginable just a few years ago. Coming from a world where information was pre-filtered by editors at state-run media, China's Internet is freewheeling by comparison. Rather than kill social media, controls imposed by the government have created a vibrant and unique social media domestic ecosystem.

Speaker

Thomas Crampton, who oversees social media strategy in the Asia-Pacific region for the marketing and communications company Ogilvy and Mather, will speak about what social media means to China and Asia. A former foreign correspondent for the New York Times and the International Herald Tribune, he previously looked at the region in terms of political, economic, and social issues. In his current role, he has been a participant of change as social media is affecting Asia's economics, politics, and society.

Commentator

Daniel Sneider is the associate director for research at the Walter H. Shorenstein Asia-Pacific Research Center at Stanford University. Sneider was the former foreign affairs columnist of the San Jose Mercury News and had a long career as a foreign correspondent.

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Thomas Crampton Asia-Pacific Director Keynote Speaker Digital Influence, Ogilvy Public Relations Worldwide

Daniel C. Sneider

Stanford University
Encina Hall, Room E301
Stanford, CA 94305-6055

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Daniel C. Sneider is a lecturer in international policy at Stanford's Ford Dorsey Master’s in International Policy and a lecturer in East Asian Studies at Stanford. His own research is focused on current U.S. foreign and national security policy in Asia and on the foreign policy of Japan and Korea.  Since 2017, he has been based partly in Tokyo as a Visiting Researcher at the Canon Institute for Global Studies, where he is working on a diplomatic history of the creation and management of the U.S. security alliances with Japan and South Korea during the Cold War. Sneider contributes regularly to the leading Japanese publication Toyo Keizai as well as to the Nelson Report on Asia policy issues.

Sneider is the former Associate Director for Research at the Walter H. Shorenstein Asia-Pacific Research Center at Stanford. At Shorenstein APARC, Sneider directed the center’s Divided Memories and Reconciliation project, a comparative study of the formation of wartime historical memory in East Asia. He is the co-author of a book on wartime memory and elite opinion, Divergent Memories, from Stanford University Press. He is the co-editor, with Dr. Gi-Wook Shin, of Divided Memories: History Textbooks and the Wars in Asia, from Routledge and of Confronting Memories of World War II: European and Asian Legacies, from University of Washington Press.

Sneider was named a National Asia Research Fellow by the Woodrow Wilson International Center for Scholars and the National Bureau of Asian Research in 2010. He is the co-editor of Cross Currents: Regionalism and Nationalism in Northeast Asia, Shorenstein APARC, distributed by Brookings Institution Press, 2007; of First Drafts of Korea: The U.S. Media and Perceptions of the Last Cold War Frontier, 2009; as well as of Does South Asia Exist?: Prospects for Regional Integration, 2010. Sneider’s path-breaking study “The New Asianism: Japanese Foreign Policy under the Democratic Party of Japan” appeared in the July 2011 issue of Asia Policy. He has also contributed to other volumes, including “Strategic Abandonment: Alliance Relations in Northeast Asia in the Post-Iraq Era” in Towards Sustainable Economic and Security Relations in East Asia: U.S. and ROK Policy Options, Korea Economic Institute, 2008; “The History and Meaning of Denuclearization,” in William H. Overholt, editor, North Korea: Peace? Nuclear War?, Harvard Kennedy School of Government, 2019; and “Evolution or new Doctrine? Japanese security policy in the era of collective self-defense,” in James D.J. Brown and Jeff Kingston, eds, Japan’s Foreign Relations in Asia, Routledge, December 2017.

Sneider’s writings have appeared in many publications, including the Washington Post, the New York Times, Slate, Foreign Policy, the New Republic, National Review, the Far Eastern Economic Review, the Oriental Economist, Newsweek, Time, the International Herald Tribune, the Financial Times, and Yale Global. He is frequently cited in such publications.

Prior to coming to Stanford, Sneider was a long-time foreign correspondent. His twice-weekly column for the San Jose Mercury News looking at international issues and national security from a West Coast perspective was syndicated nationally on the Knight Ridder Tribune wire service. Previously, Sneider served as national/foreign editor of the Mercury News. From 1990 to 1994, he was the Moscow bureau chief of the Christian Science Monitor, covering the end of Soviet Communism and the collapse of the Soviet Union. From 1985 to 1990, he was Tokyo correspondent for the Monitor, covering Japan and Korea. Prior to that he was a correspondent in India, covering South and Southeast Asia. He also wrote widely on defense issues, including as a contributor and correspondent for Defense News, the national defense weekly.

Sneider has a BA in East Asian history from Columbia University and an MPA from the John F. Kennedy School of Government at Harvard University.

Daniel C. Sneider (Commentator) Commentator
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Tomi Brooks

SPRIE, Stanford Graduate School of Business
Knight Management Center
Stanford University
655 Knight Way
McClelland Building
Stanford, CA 94305-7298 USA

(650) 725-3703 (650) 721-2198
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Tomi Brooks is an expert in online advertising and mobile media. He recently launched BRAINPUNCH LLC, a consulting and marketing research company that specializes in helping companies to expand business internationally. He also works for the Stanford Program on Regions of Innovation and Entrepreneurship (SPRIE)-Stanford Project on Japanese Entrepreneurship (STAJE) at the Stanford Graduate School of Business.

Prior to founding BRAINPUNCH, Tomi led business development at Cirius Technologies, a venture-backed Japanese mobile technology start-up specializing in location-based mobile advertising. He laid the foundation for the company's entry into the U.S. market. After Cirius Technologies was acquired by Yahoo Japan, he returned to Tokyo and facilitated collaboration in advertising strategy development between Yahoo Inc. and Yahoo Japan. He has also worked at NTT DoCoMo, Japan's largest mobile carrier.

Tomi attended the American School in Japan and earned his B.A. in Economics and Business Administration from the International Christian University (Tokyo, Japan). He was born and raised in Tokyo, Japan, and is fluent in Japanese and English.

SPRIE-STAJE | Stanford Project on Japanese Entrepreneurship

Skilled Migration and Skill Creation: Evidence from Military Coups in the Fiji Islands

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Conventional wisdom holds that the emigration of highly skilled workers depletes local human capital developing countries.  But when the very prospect of emigration induces people to invest more in their education, the effects might not be so negative.  We analyze a unique natural quasi-experiment in the Republic of Fiji Islands, where political shocks have provoked one of the largest recorded expoduses of skilled workers from a developing country.  We use rich census and administrative microdata to show that high rates of emigration by tertiary-educated Fiji Islanders not only raised investment in tertiary education in Fiji, but also raised the stock of tertiary-educated people in Fiji - net departures.

Michael Clemens is a senior fellow at the Center for Global Development where he leads the Migration and Development initiatiave.  His research focuses on the effects of international migration from and in developing countries.  Michael joined the Center after completing his Ph.D. in economics at Harvard.  His past writings have focused on the effects of foreign aid, determinants of capital flows and effects of tariff policy in the 19th century and the historical determinants of school system expansion.  Michael has served as a consultant for the World Bank, Bain & Co., the Environmental Defense Fund, and the United Nations Development Program.

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Michael Clemens Senior Fellow, The Center for Global Development Speaker
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Getting to Zero: The Path to Nuclear Disarmament

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Getting to Zero takes on the much-debated goal of nuclear zero—exploring the serious policy questions raised by nuclear disarmament and suggesting practical steps for the nuclear weapon states to take to achieve it.

It documents the successes and failures of six decades of attempts to control nuclear weapons proliferation and, within this context, asks the urgent questions that world leaders, politicians, NGOs, and scholars must address in the years ahead.

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Getting to Zero: The Path to Nuclear Disarmament

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  • Catherine McArdle Kelleher,
  • Judith Reppy
Getting to Zero: The Path to Nuclear Disarmament
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March 2011
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Lessons Learned from the 2010 Nuclear Posture Review

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The case studies in this special issue demonstrate that the Obama administration's 2010 Nuclear Posture Review (NPR) and related nuclear policy initiatives encouraged a number of other nuclear weapon states to likewise reduce the role of nuclear weapons in their national security doctrines and helped pave the way with non-nuclear weapon states for a successful 2010 Review Conference of the Treaty on the Non-Proliferation of Nuclear Weapons. This article reviews the contributing authors' case study findings regarding key foreign governments that applauded the 2010 NPR and were receptive to President Barack Obama's vision of a world free of nuclear weapons as well as governments that remained skeptical about US disarmament and arms control initiatives. We conclude with an analysis of the lessons that should be learned from the 2010 NPR process: the need for consistent implementation of changes in nuclear weapons doctrine, improved coordination and consultation with allies and other states, and further global education about the likelihood and consequences of nuclear terrorism.

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The Nonproliferation Review
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Scott D. Sagan
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Indian Reactions to the US Nuclear Posture Review

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By deemphasizing the role of nuclear weapons in US security policy, the 2010 Nuclear Posture Review (NPR) could lead India to slow or halt the growth of its nuclear weapons capabilities and to adopt a less assertive nuclear doctrine; however, the NPR is unlikely to have this effect on India's nuclear program. This is the case for two reasons. First, Indian leaders do not seek to emulate US nuclear behavior; they formulate policy based primarily on their assessment of the security threats facing India. Second, Indians do not think that the NPR augurs major changes in US nuclear policy. Thus, it will not alter the international strategic environment sufficiently to enable India to relax its nuclear posture. In fact, Indian strategists believe that the new US policy fails even to match India's current degree of nuclear restraint. Therefore, according to Indian experts, the NPR will have little impact on India.

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