The Evolution of the Concept of Public Diplomacy from the Perspective of Communication Stakeholders

Abstract

The purpose of this article was to analyse the concept of public diplomacy from the perspective of communication actors. Public diplomacy implies the communication between state and non-state actors and the foreign public, and the process of informing, influencing, establishing long-term relations and realizing foreign policy goals. While most studies to date view such communication activities as social interactions, some scholars consider them to be foreign policy activities, in which case the concept of public diplomacy is explained in terms of an interdisciplinary approach. Through the critical literature review, this article argues that public diplomacy shows the interaction between different communication stakeholders and the foreign public, where the former give direct messages and often achieve the desired effects through communication channels. By analysing public diplomacy activities carried out by communication actors, the article concludes that the concept of public diplomacy is clearly defined and more structured in communication sciences

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).…”

“…These forms of information promote the country (Dolea, 2015) and can increase its positive image in the eyes of the public of another country (Jönsson & Hall, 2005;Buhmann & Ingenhoff, 2015). They are often narratives drawn up by state or non-state actors, or even by communication experts (Saliu 2020a).…”

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).…”

“…The goal of media diplomacy is to influence other governments and to reach an international agreement beneficial to the country (Gilboa, 1998(Gilboa, , 2001; to achieve conflict resolution and garner international support (Gilboa, 1998(Gilboa, , 2001(Gilboa, , 2008b, usually in times of conflict or crisis (Semetko, 2009). On the other hand, public diplomacy aims to inform, influence and engage the international public (Cull, 2008;Nye, 2004), which eventually influences their governments (Frederick, 1992;Malone, 1985); builds relations in the economic, political, cultural sphere (Saliu, 2020a;Zaharna, 2014); increase public presence (Yun, 2012), win the hearts and minds of people (Szondi, 2008), and promote a favorable image of the country in times of peace.…”