In late 2003 through 2004, the Saudi American Exchange conducted an exchange program, the Formula 1 Global Marketing Challenge. This program is presented in this article as an example of applied, grassroots public diplomacy; a program that facilitated intercultural communication between Arab and U.S. graduate and undergraduate students. The Formula 1 Challenge is described as a structured set of activities leveraging both online and in-person collaborative exercises focused explicitly on establishing mutual understanding of culturally grounded communication and media consumption practices. The program is argued to reflect a possible alternative conception for public diplomacy as a state-centric, media-driven set of policies—and reflects a public diplomacy exercise that embodies dialogue-oriented activities called for in normative prescriptions for U.S. public diplomacy.
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