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U.S. tests charm offensive in Indonesia
From Atika Schubert
JAKARTA, INDONESIA (CNN) -- The United States has unleashed its latest weapon from a mega public relations arsenal -- releasing a campaign selling its image to Muslim communities in an effort to battle anti-American sentiment. The video campaign, which will be shown in several Islamic countries, is the latest effort by the United States to sway Muslim opinion and provide support to moderate Islamic leaders in countries where radical, anti-American forces are gaining strength Farooq Muhammad, a paramedic with the New York Fire Department, is just one of the stars of the campaign that seeks to win hearts and minds in the Islamic world by telling them wholesome stories of Muslims in America. "I work with Jews, Christians, Catholics, even Hindus. We all work together with no problem. We all respect each other," Farooq Muhammad says. The United States is home to one of the largest Muslim communities in the world, with more than seven million Muslims living in America. The U.S. State Department's new charm offensive kicked off in Indonesia -- the world's largest Muslim nation, with more than 80 percent of its 220 million people Muslim. But the preview screening -- just a part of the $600 million the United States has spent on a public diplomacy campaign launched after 9/11 -- was not positively received. One Indonesian critic said that many Indonesians concerned about the conflict between the United Sates and the Muslim world, see the double standards in U. S. foreign policy. "I don't think these documentaries explain more about United States foreign policy." Though the U.S. Ambassador to Indonesia agrees that the delivery may need work, he says the message remains the same. "We can certainly, you know, amend our effort and try and make it more palatable. Certainly, I can't make it more sincere because I believe it is sincere," said U.S. Ambassador to Indonesia Ralph Boyce. On the streets of the capital, Jakarta, many had already seen the videos on local television -- and reviews were mixed. Abdulloh, a pedicab driver had the most common reaction. "I don't know what the point of this is. If they are selling something, what is it? If they are trying to contribute something, what are they contributing exactly?" But others warmed to the idea. "I think its effective enough. This way we can get to know Muslims in the U.S. that are not discriminated against. It seems that those who are suspected as terrorists, if we didn't know better, are all Muslims. Muslims are accused as terrorists. So, I think this ad is good because it addresses that," Indonesian homemaker, Kartika, said. Critics note that selling America to the world's Muslim communities is a hard sell that needs a soft touch. Most Indonesians say they don't have problems with Americans, only with U.S. foreign policy. Something the campaign will not be changing. Sujono, a kebab stall owner, said his favorite video was a story about a Lebanese baker in Ohio -- a shop owner like himself, struggling to raise a modern Muslim family. "I like this one the best, because it's about togetherness. You can see the family praying and they show they can pray anywhere. It shows that we are the same," said Sujono, perhaps providing some common ground.
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