In order to answer to this question we first need to establish what the Public Diplomacy consist of. PD ‘deals with the influence of public attitudes on the formation and execution of foreign policies. It encompasses dimensions of international relations beyond traditional diplomacy; the cultivation by governments of public opinion in other countries; the interaction of private groups and interests in one country with those of another; the reporting of foreign affairs and its impact on policy; communication between those whose job is communication, as between diplomats and foreign correspondents; and the processes of inter-cultural communications’. [1]
This was the definition by The Murrow Centre in one of its earlier brochure when defining “Public Diplomacy”.[2] Traditionally, public diplomacy means one state communicating with the citizenry of another state in order to influence the government’s goal policies. However, during the 20th century ideological wars with fascism and communism, this was called propaganda, a synonymous term with deceit. [3]
Successful public diplomacy is eventually based on listening, getting to know the collaborative partner’s goals and policies and being able to come up to mutual conditions and accomplishments. Openness, dialogue and reciprocity are the key factors in all the successful lasting relations As a result, public diplomacy works in different stages, from more focused strategic communication, which aims to put the country on the map, to more dialogue-based meetings for subsequently creating strong, long-term relations and collaborations.[4]
Today, the key examples are: Goethe Institutes educating about German culture; Alliance Françoise teaching and promoting French language; the Japanese Exchange and teaching Programme introducing Japan; or the U.S hosting foreign elites through the International Visitors Program. A long-term goal of all these programs is more favorable attitudes and more compassionate policies. [5]
Unlike traditional diplomacy that mainly dealt with state-state business the modern diplomacy is enforced to encompass the newly emerged actors on the political stage. With the global development of civil society, with the spread of democracies, and with the latest communications technologies, public diplomacy has become more complicated, adding new actors, targets, and methods to the diplomats' policies. [6]
It is clear that individuals benefit from opportunities to travel, communicate, learn and enjoy. Frequently, the intention is the education but the crucial state goal is to influence another state’s policies by influencing public attitudes. [7] However, national interests differ. American, Russian, German, and Chinese goals or values are not the same. Public diplomacy seeks not just to inform but to create allies inside other states. This can be viewed as the natural competition of ideas, as the enrichment of individuals. It can also be seen as subversive.[8]
Biblography:
- Cowan, G, & Cull, J, N, “Public Diplomacy in a changing World” USA, Sage, 2008.
· Snow, N, & Taylor, M, P, “Routledge handbook of Public Diplomacy”, (ed), New York, Routledge, 2009.
· Speech by Dr. Stefanie Babst, “ Public Diplomacy- The art of engaging and influencing”, NATO Deputy Assistant Secretary General for Public Diplomacy Strategy at the NATO PfP Symposium on 22 January 2009.
· Signitzer, H, B, & Coombs, T, “ Public Relations and Public Diplomacy: Conceptual Convergences”, JAI Press Inc, Public Relations Review, Vol (18) No (2), p. 137-147.
· Pigman, A, G, “Contemporary Diplomacy”, Cambridge, Polity Press, 2010.
· Pachios, C, H, “ Communicating Public Diplomacy Objectives”, U.S Department of State, Fabruary 2004- Available online on - http://www.au.af.mil/au/awc/awcgate/state/29213.htm -Retrieved on 10/04/2011.
· Jr, W, C, & Rosen, B, “ Public Diplomacy : How to think about and improve it”, USA, RAND Corporation, 2004, p, 25p.
· Waller, M, J, “The Public Diplomacy Reader”, USA, The Institute of World Politics Press, 2007.
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[1] Snow, N, & Taylor, M, P, “Routledge handbook of Public Diplomacy”, (ed), New York, Routledge, 2009, p.73.
[2] Waller, M, J, “The Public Diplomacy Reader”, USA, The Institute of World Politics Press, 2007, p. 404.
[3] Pigman, A, G, “Contemporary Diplomacy”, Cambridge, Polity Press, 2010, p. 123.
[4] Speech by Dr. Stefanie Babst, “ Public Diplomacy- The art of engaging and influencing”, NATO Deputy Assistant Secretary General for Public Diplomacy Strategy at the NATO PfP Symposium on 22 January 2009.
[5] Cowan, G, & Cull, J, N, “Public Diplomacy in a changing World” USA, Sage, 2008, p. 120.
[6] Signitzer, H, B, & Coombs, T, “ Public Relations and Public Diplomacy: Conceptual Convergences”, JAI Press Inc, Public Relations Review, Vol (18) No (2), p. 137-147.
[7] Jr, W, C, & Rosen, B, “ Public Diplomacy : How to think about and improve it”, USA, RAND Corporation, 2004, p, 25p.
[8] Pachios, C, H, “ Communicating Public Diplomacy Objectives”, U.S Department of State, Fabruary 2004- Available online on - http://www.au.af.mil/au/awc/awcgate/state/29213.htm -Retrieved on 10/04/2011.
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