PD in Action: Colbert to Space

Stephen Colbert proves once again the power of new media as a tool of mobilization. The host of "The Colbert Report" asked his viewers to write-in his last name in NASA's online contest to name a new room at the international space station. Users could vote for one of NASA's four suggested names, or write-in a name of their choice. Colbert won the contest with 230,539 votes from users around the the world. 

While NASA won't announce until April whether it will use the name, Colbert's ability to mobilize audiences through television and the internet, and impact a decision of this nature, serves as proof of the media dynamics that have allowed for the emergence of public diplomacy and the legitimization of its influence.