Author: Zuleika Rivera
ZunZuneo or the “Cuban Twitter” continues to dominate headlines as details regarding U.S. Agency of International Development’s (USAID) failure to inspire a “Cuban Spring” through a “discreetly” funded social networking platform remain unclear. The Associated Press (AP) first broke the story on April 3, 2014 outlining the parameters of the USAID and Creative Associates International program to develop a bare-bones “Cuban Twitter,” using cell phone text messaging to evade Cuba’s strict control of information and its restrictions of the internet. The idea behind the development of the social media platform, according to AP, was to create a credible news source for Cubans on the island. ZunZuneo drew more than 40,000 followers and gathered data (such as location, cell phone numbers) on its users which was hoped to be used for political purposes. According to the AP, the social network managers hoped to use this information to trigger “smart mobs” that would protest the current Cuban government and generate a “Cuban Spring,” head nodding to the “Arab Spring,” a series of protests and uprisings that swept through a handful of Arab countries from 2010-2013.
How did the United States successfully keep ZunZuneo a secret for so long? USAID used shell companies and foreign banks in the Cayman Islands, United Kingdom, Spain and Costa Rica in order to conduct its programs. USAID contracted with Washington Software Inc who was given $3.2 million to text subscribers of TV and Radio Marti. They were required to send 24,000 messages a week and no fewer than 1,800 an hour. They were also required to create an account and give full access to the Authorized Representative for the contracting officer, the government’s technical experts who are responsible for developing and managing the technical parts of a contract. USAID subcontractor, Creative Associates, received $6.5 million to carry out work in Cuba and later another received $11 million from USAID. The U.S. Broadcasting Board of Governors gave to Mobile Accord $60,000, and USAID also gave Mobile Accord $1.69 million to help run ZunZuneo. Similarly, the New America Foundation was given $4.3 million in 2012 under the Open Technology Institute; their role in the program, if any, remains unclear.
Soon after its creation in 2010, ZunZuneo gathered a lot of followers; and when famous Colombian-born singer Juanes hosted his “Peace Concert” in Cuba’s revolutionary plaza, the ZunZuneo took the opportunity to begin collecting data on Cubans. They polled all of their users on their general thoughts on the concert line-up; and as Cubans innocently answered, ZunZuneo gathered their data. In 2010 when ZunZuneo was at its height, they asked a Denver-based mobile company to join in (Mobile Accord). In their article, the Associated Press mentions a Mobile Accord memo that indicates that they were fully aware of their involvement, stating, “There will be absolutely no mention of the United States government involvement. If it is discovered that the platform is, or ever war, backed by the United States government, not only do we risk the channel being shut down by Cubacel [Cuba’s cell phone provider], but we risk the credibility of the platform as a source of reliable information, education, and empowerment in the eyes of the Cuban people.”
At this point Creative Associates had moved all corporations abroad and had made sure there was no money trail leading back to the United States. By 2011 Creative Associates was thinking of expanding their program and had agreed that the management team should not find out the United States government was involved. At this time they asked Mobile Accord to become independent from the United States government; but that became increasingly more difficult to do, as revenue from text messages was not enough. Finally, in September 2012 the program had to be cut, and it disappeared mysteriously from the Cuban landscape.
The White House has said that the program was not covert because they had disclosed the program to Congress and the program was intended to foster the free flow of information amongst Cubans on the island. Congress denies ever knowing about the program. The legality of this program is also in question since according to U.S. law any covert action by a federal agency must have presidential authority and Congress should also be notified. USAID has said that it is a “congressionally mandated and congressionally supported effort” and that it was reviewed by the Government Accountability Office (GAO). But the GAO report does not list any programs by name or any specifics about what programs were being carried out. It only says that USAID is conducting programs with “greater focus on information technology to support independent bloggers and developing social network platforms.” Similar to the White House, USAID said this was a discreet, not covert program. USAID came out with its own statement claiming that much of what was reported is false. While ZunZuneo doesn’t portray the full scope of the Obama Administration’s plan towards democracy promotion in Cuba, it is certainly the ugly side of it.
ZunZuneo proved it had little success in promoting freedom of expression on the island to support a more open civil society through a covert, or “discreet” program; and when compared to the White House’s policy to facilitate cross-cultural communication through people-to-people exchanges, ZunZuneo’s success diminishes to zero. In 2011 President Obama took a big step towards “promoting democracy” in Cuba by easing restrictions on travel for U.S. citizens to Cuba. While Cuba remains a sovereign state with its own political system, the legacy of U.S. policy towards Cuba doesn’t recognize this. The Obama Administration has taken steps to engage Cuba in a different way but still under the guise of “democracy promotion.” The President has liberalized travel regulations for purposeful travel as a way to empower and engage civil society in Cuba and in the United States. Its success was immediate: in 2011 73,500 U.S. citizens traveled legally to Cuba, and in 2012 that number increased to more than 98,000. Since the easing of restrictions, the Office of Foreign Assets Control (OFAC) has issued more than 250 people-to-people licenses, nine charter companies have been set up and there are more than 20 active travel service providers. People-to-people travel has led to authentic interactions between Cubans and U.S. citizens, which has deconstructed the Cold War image of Cuba as the enemy and presented a more accurate Cuban reality. Current regulations have allowed researchers and students to travel to Cuba, to study Cuba “on the ground,” and come back to the United States ready to share their experiences of a different Cuba, a Cuba that is changing.
People-to-people travel has created a new class of ambassadors: citizen ambassadors that in their exchanges on the island promote the core values of democracy. The exchange of ideas between real people via a different brand of “democracy promotion,” program, such as people-to-people travel, is what will inform Cubans about “democracy,” not spam social messaging. The Obama Administration should focus on initiatives such as un-restricted travel to Cuba for all U.S. citizens, and high level dialogue with the Cuban government to talk about a variety of issues of common interest. These tactics will not only save money from unknowing taxpayers, but educate about U.S. ideals and realities by real people who are not trying to destroy Cuba, in a much clearer, less secret, non-covert manner. Rather than staining USAID’s reputation around the world, and smearing the Obama Administration as cold war re-enactors, the time is long overdue to sever our ties with difficult-to-clarify, “discreet” democracy promotion programs.
ZunZuneo proved to be a failure; the 53-year-old economic embargo on Cuba, another failure, and the list could go on. Cuba is not our enemy, rather our neighbor; and we should begin to treat them as such. Behind closed doors, judgments can be passed; but in the world arena, we should be “keeping up with the Joneses”—the 188 countries that annually vote in the UN General Assembly to end the embargo—and begin on the path toward a respectful, normal relationship with Cuba.