Javna diplomacija i srodni pojmovi iz perspektive Lasswellova komunikacijskog modela

Abstract

The purpose of this article is to explore the differences between public diplomacy and similar concepts that relate to the country’s international image. Concepts such as public diplomacy, traditional diplomacy, foreign policy, international public relations, propaganda, national branding, etc., are often seen as synonymous. A mere observation of these concepts is provided in the literature review. These concepts are elaborated based on the communication actors’ perspective, the inter-communicating parties, the message providers, the message recipients, and the mode of communication, whereas identifying the differences and distinctions between them is realized according to the Lasswell communication formula. The conclusions show that this communication approach provides more potential to identify the differences between these concepts as compared to the current approaches, which view them from an interdisciplinary perspective.

Narratives of Public Diplomacy in the post-Truth Era: The decline of Soft Power

“…Public diplomacy is "a communication process states, nonstate actors, and organizations employ to influence the policies of a foreign government by influencing its citizens" (Gilboa, 2016, p. 2). I define public diplomacy as a communication of state and non-state actors of a country with the public of foreign countries to inform, engage, influence them and to realize the state interests (Saliu, 2020a;2020b;2022a, 2022b. This communication can be done directly by visiting a country or mediated through the media.…”

“…If we define the image of a country as being how foreign citizens view it through description with certain adjectives or different qualities, the formation of this image (be it positive or negative) is a very complicated, long-term process that incorporates a wide range of different communication sources and interacting actors (Saliu, 2020a(Saliu, , 2020b. Humans construct their worldview via interaction with their surroundings and indirectly from the stories of others (Fjällhed, 2021).…”

The Return of Media Diplomacy: Examples from Kosovo

“…"Public diplomacy is an instrument used by states, associations of states, and some sub-state and non-state actors to understand cultures, attitudes, and behavior; [to] build and manage relationships; influence thoughts and mobilize actions to advance their interests and values" (Gregory, 2011, p. 353). In other words, public diplomacy is communications between state and nonstate actors and the international public in order to inform, engage, and influence them and to realize the state interests (Saliu, 2013(Saliu, , 2021(Saliu, , 2020b(Saliu, , 2022b(Saliu, , 2020a. It is based on the premise that "the image and reputation of a country are public goods" (Leonard, 2002, p. 9).…”

Cultural Diplomacy of Kosovo after the Declaration of Independence

“…The discipline which, in addition to the state interest in general, aims to increase the international image of that state is public diplomacy (Leonard, 2002). It involves the communication of state and non-state actors with foreign audiences in order to inform, influence and realize the general interests that a state has (Malone, 1985;Leonard, 2002;Cull, 2008;Nye 2019, Saliu, 2020b. Public diplomacy means the instrument used by states, state associations and some sub-state and non-state actors, to understand culture, attitudes, and behaviors; to establish and manage relationships, to influence opinions as well as to mobilize actions to advance their interests and values (Gregory, 2011, p. 353).…”