O presente trabalho tem como objetivo proporcionar um esboço para o estudo da diplomacia pública no Brasil. Para tanto, fundamenta-se na teoria construtivista das relações internacionais e discute o conceito de soft power. Em seguida, revisa a literatura existente acerca da diplomacia pública e o estado do desenvolvimento de uma teoria a seu respeito. Aborda então a diplomacia brasileira, seus conceitos fundamentais e sua história, enfatizando o Primeiro Governo Lula. Focando este período, analisa a prática da diplomacia pública no Brasil.; This paper aims at providing a draft for the study of public diplomacy in Brazil. To achieve this goal, it bases itself upon the constructivist theory of international relation and discusses the concept of soft power. Afterwards, it reviews the existing literature on public diplomacy and the current stage of development of a theory on the theme. Then, it brings up the Brazilian diplomacy, its underpinning concepts and its history, emphasizing the First Lula Government. Focusing on this period, it analyzes the diplomatic practice of public diplomacy in Brazil.

In order to establish and expand China’s influence as a BRICS member, the political centre core has developed a new strategy that integrates the combination of the use of hard with soft power whose result takes the form of smart power and public diplomacy in response to present challenges that require transnational solutions such as global financial stability, climate change, the issue of energy insecurity and terrorism. In fact, this article analyzes how smart power and public diplomacy are interlinked as it regards the People’s Republic of China.

Can stories succeed where traditional forms of diplomacy have faltered? This study examined whether a primetime drama could impact American viewers’ knowledge, attitudes, and behavior with respect to U.S. foreign policy and funding by surveying 173 viewers of an episode of Law & Order: SVU (“Witness”). Additionally, this study sought to uncover which theoretical construct — involvement with a specific character or involvement with the narrative more generally (transportation) — best predicted impact. The fictional character in question was Nardelie, a woman forced to flee the Democratic Republic of the Congo after repeated rape by militias vying for “conflict minerals,” so named because control of these valuable minerals has triggered numerous conflicts. Separate regression analyses suggested a positive relationship between impact of the storyline and both theoretical constructs. However, when both constructs were entered into a single regression, involvement with Nardelie was the stronger predictor of knowledge (e.g., conflict minerals, sexual violence, and asylum issues) and current or future behavior (i.e., discussing global health) while transportation was the stronger predictor of attitudes (i.e., support for aid). This suggests that...

In the twenty first century, the nature of diplomacy has changed. The worldwide revolution in communications and globalisation, play a predominant role to this evolution of diplomacy. Diplomacy has progressed from the basic premise of state to state relations to incorporating a diverse range of non state actors. Consequently, the practice of public diplomacy now seeks state to public relations in an attempt to increase the attractiveness of a states national image, interests and relationships overseas. Diplomatic missions play a key role in public diplomacy. The purpose of diplomatic missions is to safeguard its countries national interest and administer its countries relationship with the hosting foreign country. As a result, it lies in the hands of overseas diplomats to attract and to influence a foreign audience. Diplomatic missions possess a number of ways in which they can fulfill this role. Based on the diverse range of activities initiated by the participating 35 diplomatic missions of the Windows to the World (WTTW), an embassy open day program organised by the ACT Government in 2013, it can be seen that diplomatic missions engaged in public diplomacy through a various range of activities including tours, gastronomy...

Ausgehend von dem theoretischen Konzept der Europäisierung, das nach Auswirkungen des europäischen Integrationsprozesses auf die EU-Mitgliedstaaten fragt, untersucht die Arbeit, ob eine solche Rückwirkung auch für die Auswärtige Kulturpolitik des EU-Mitglieds Deutschland festgestellt werden kann. Vor dem Hintergrund der zunehmenden Aktivitäten der Europäischen Union (EU) im Bereich der Kulturpolitik wird gefragt, inwiefern die EU-Kulturpolitik einen Einfluss auf die deutsche Auswärtigen Kulturpolitik ausübt (dh. wie sich die deutsche AKP zu den Zielen der EU-Kulturpolitik stellt und inwieweit sich ihre Ziele und Instrumente in Folge der EU-Kulturpolitik verändern) und ob man in diesem Zusammenhang von einer „Europäisierung“ der deutschen Auswärtigen Kulturpolitik (AKP) sprechen kann. Nach einer kurzen Darlegung des theoretischen Konzepts der Europäisierung und des methodischen Vorgehens der Arbeit, werden die beiden Politikfelder – die Europäische Kulturpolitik und die Auswärtige Kulturpolitik Deutschlands – dargestellt. Dabei werden zuerst die umfangreichen Ziele der EU-Kulturpolitik beschrieben. Diese zielt einerseits nach innen, in der Hoffnung, dass auf dem Wege der Kultur eine gemeinsame „europäische Identität“ der europäischen BürgerInnen ausgebildet und dadurch ein weiteres Fortschreiten der europäischen Integration ermöglicht wird. Andererseits zielt die EU-Kulturpolitik nach außen...

Organizing for and conducting effective public affairs (PA), public diplomacy (PD), and psychological operations (PSYOPS) in support of national security objectives is a complex endeavor. In many instances, the desired psychological "effects" are contingent on the efficiency of the organizational structure conducting the programs themselves along with the development and dissemination of appropriate messages and themes. At the present, the USG's ability to influence on a global scale is deficient due to fragmented organizational structure and underdeveloped doctrine relating to strategic influence. Duplication of efforts, inconsistent themes, and the lack of a long-term, strategically focused, integrated information strategy have been inhibiting factors to American foreign policy success. This thesis will examine public diplomacy, public affairs and psychological operations, and look at how the U.S. Government (USG) has organized for and conducted strategic influence as it relates to Operation Iraqi Freedom.

Approved for public release; distribution is unlimited.; This thesis will provide the theoretical frame and some critical points regarding Public Diplomacy (PD), in conjunction with the target addressed and the results achieved by some developed countries through this kind of diplomacy. It will prove that PD is one of the most important tools for a successful foreign policy, having as its primary objective to inform, engage, and build mutual relations with foreign public opinion. In addition to that, this research paper will focus on Greece as a case study of PD by examining its level of effectiveness, capabilities, and perspectives. The final outcome is expected to be a proposed model of foreign policy, applicable to other small-sized countries.

This article argues that what we now call public diplomacy emerged in the mid- to late 1930s in the case of Japan. It questions the notion that public diplomacy is new in contrast to 'traditional' diplomacy. It also questions the conventional understanding of Japan's diplomatic isolationism of the 1930s. The article argues that as a result of greater mass political participation, the idea of 'international public opinion' emerged as a new norm in inter-war international politics. States increasingly regarded news and cultural activities as crucial resources of their soft power for winning this international public opinion. Responding to technological developments in communications, they developed a more systematic approach to propaganda in order to utilize these resources in mainstream foreign policy. Even in the age of the socalled rise of nationalism and diplomatic isolationism, Japan could neither afford not to respond to other states' actions nor to ignore international public opinion. In the diplomatic crises of the 1930s, Japan began to coordinate news and cultural propaganda activities, and integrated them into a broader propaganda scheme. Here we see the origin of what is now called public diplomacy. This modern and internationalist thinking then prepared the institutional base for wartime propaganda.

Public diplomacy is normally understood as government's aim to positively influence overseas public opinion regarding its image. However, this essay instead explores public diplomacy through people-to people relationships as a process of engagement and mutual understanding while maintaining governmental objectives as well. The emphasis of Australia's conduct of public diplomacy is explored through two main organizations - Melbourne Symphony Orchestra and National Gallery of Australia - in promoting cultural understanding with China and Japan. The locus on the effect of cultural diplomacy within this research paper is about fostering deeper relations and understanding with two of Australia's prominent Asian neighbours. Australia's geographical position is such that Asia is understood to be an important neighbour in the Asia-Pacific region. As such, the highlight of its relations with Japan and Australia is about the strong ties that the nation and subsequently, the community have fostered throughout many years of co-operations. This people-to-people links through public diplomacy provides a more intimate and nongovernmental intrusive mode of communication to better understand a culture that is so different than that of Australia's Western one. Thus...

Australia is historically and geographically bound to the South Pacific. The stability and security of our island neighbours is vital to Australia's national interests. However, in the Twenty First Century, this relationship is under new strain. The friendship and mutual respect that has characterised the relationship for decades has begun to erode. Signs of this erosion can be witnessed in the rising influence of sub-regionalism, new bodies of Pacific island representation that exclude Australia and New Zealand at the UN, and a faltering support for Australia's lead on initiatives in the region. Increasingly fixated on Asia, our neighbours are critically reflecting on the traditionally dominant role Australia has played in regional policymaking. Australia must make what has historically been a 'privileged' relationship its Pacific island neighbours much more effective to meet the challenges of the Twenty First Century. It must find nuanced, innovative and innovative responses to regional issues that will allow the relationship to overcome obstacles and grow stronger. It will be proposed that most sophisticated way to achieve this is by practicing soft power. Soft power, the power of 'attraction' in international relations, provides a means of reconnecting the Pacific to Australia's objectives on both a regional and international scale. This paper will focus on public diplomacy...

Public diplomacy is gaining international recognition as a necessary and important tool needed for nations to successfully pursue their political goals. But what is public diplomacy? Public diplomacy involves the transnational flow of ideas and the active engagement of both government and non-government actors in policy development. Public diplomacy can be used to influence governments through the public or merely as a way to influence the public in order to build broad national relationships. Public diplomacy can be effective because it supports traditional diplomacy, because of the message it delivers or through the context a message is delivered in. To be effective it is necessary for a government to clarify for themselves an understanding of public diplomacy that matches their goals and objectives. The growing importance of public diplomacy has been driven largely by globalisation and the increasing impact many non-government actors are having on policy development. Nations now recognise that in order for them to effectively pursue national interests many actors need to be incorporated into creating an enabling policy environment. Nations also realise that public diplomacy can have a positive effect on their reputation which has important political and economic ramifications. Public diplomacy is particularly important for small-medium sized nations who cannot match the military or political powers of larger nations. Because public diplomacy is a freely contested activity...

Governments have progressively lost their monopoly over foreign policy with private organizations and citizens becoming increasingly informed about policy and geopolitical issues. Because of this, democratic governments have accepted that they have to engage with foreign publics more and more as a condition of successful foreign policy. Given this, there is a need for governments to utilise soft power methods, such as public diplomacy, in order to ' attract' private foreign citizens to their values and ideals. This is done so that when future polices are formulated and implemented; they are more likely to be perceived as legitimate by foreign publics', which in turnl leads to less and more effective use of its hard power tactics, including use of their military. Public diplomacy is big business in Europe and the US, and is the top priority of those at international posts. Its importance is also reflected through the fact that public diplomacy accounts for a large percentage of their foreign department budgets. This is in stark contrast to the situation in Australia where public diplomacy is a relatively underutilised phenomenon; however, along with the assistance of the Senate's current enquiry, it seems the momentum is slowly shifting. While it is accepted that public diplomacy is essential to having important soft power influence...

Globalisation has collided with the traditional diplomacy of secretive communications between governments, requiring a new paradigm more suited to a world where power is dispersed between various actors on the international scene as well as nation-states, and where public opinion has become influential. This new paradigm is referred to as public diplomacy - the process by which governments communicate with foreign publics to advance their interests, through the power of foreign public opinion on those states directly as well as by way of their influence on their own governments. The theory of public diplomacy posits four criteria for effective public diplomacy, each a response to a particular barrier to public diplomacy. In order to overcome the effect of culturally acquired, embedded preconceptions of national groups or issues, public diplomacy must challenge these preconceptions. Culture also acts as a barrier by shaping perception, particularly through language; public diplomacy must be sensitive to these culturally specific perceptions. Public diplomacy must also inspire trust in its audience and must therefore maintain its credibility, ensuring its consistency with foreign policy. Finally, as a general solution to these issues...

Public diplomacy presents a unique challenge to the Syrian Arab Republic, whose public image in the international arena has been tarnished in a post-9/11 climate where 'Middle East' is all too often synonymous in Western media with 'lslamist extremism', 'radicalism', 'intolerance'. Attempts by the Syrian government and its embassies overseas to counter negative perceptions have largely centered on one of Syria's key strengths: its significant cultural and historical tradition. To this end, Syria has been promoted as a 'Cradle of Civilisation', with emphasis placed on its scenic landscapes, as well as historical and archaeological landmarks. While this has been important in advancing a more positive image of Syria in the international domain, there is scope to build on these efforts in order to further Syria's interests overseas. This paper examines one aspect of Syrian society that defies existing negative perceptions: its thriving Christian population. It raises the question: can the religious tolerance enjoyed by Syrian Christians under a secular framework of government be used as a public diplomacy tool to enhance Syria's international reputation? Syrian Christians constitute roughly 10 per cent of a country characterised by significant religious and ethnic diversity. Along with Sunni Muslims that represent the majority of Syria (74 per cent)...

The 2008 Beijing Olympics positioned China firmly on the world stage, as people around the world watched to see how China would perform. Now, in 2010, the Shanghai World Expo once again places China in the spotlight. But this time, the affair is not as one-sided, as the other 242 participating nations and organisations have a chance to have the opportunity to sell their message too. If nations are to sell their messages in an international forum, then the currency they use can only be the phenomenon that is called public diplomacy. Public diplomacy, as such, is an exceedingly popular yet under examined topic in the world international relations. This report investigates the use and effectiveness of public diplomacy at the 2010 Shanghai World Expo, by carefully analysing both the Australian and Chinese efforts to suggest new international images, or stereotypes, for themselves. Public diplomacy is a relatively new concept, by comparison to traditional diplomacy, from which it developed in the 1960s in response to the effects of globalisation. Public diplomacy, unlike traditional diplomacy, seeks to persuade and influence not only those in diplomatic postings, but also the citizens of a nation. With globalisation a new paradigm was created which called for a more inclusive approach to world politics...

Development of information and communication technologies (ICT) deeply affected our lives. ICT revolution in the second half of the 20111 century transformed the way we communicate and transfer information. As a result ICT were incorporated into governance and notion of e-governance emerged. Digital diplomacy emerged as a continuum of the ICT revolution in the conduct of diplomacy. With the popularisation of new media, social networks, smartphones and other latest internet-based tools, diplomacy moved into a new domain of digital affairs. Thus digital diplomacy is simply defined as use of new ICT tools in order to achieve diplomatic goals. The paper starts by examining how international affairs have been affected by advancements in the ICT industry. It discusses major challenges and benefits foreign services have to face in this highly technological world. It is concluded that ICT has helped states to run their communications with a larger audience in a much faster and cost-effective ways. But at the same time state borders has been blurred, large numbers of emerging actors in international relations have made it difficult to manage the communications and more importantly digitalisation of state affairs has put government networks under threat of cyberattacks or simply hacking. The first chapter tries to depict the large scale of the ICT revolution and its impact on world affairs. Furthermore...

The concept of soft power offers the opportunity for the States, under the current power shifts, to thrive, in a competitive and globalised scene, shaping o t hers' preference in accordance with their goals. Portugal, though it i s a small country, has soft power skills, according with specialized rankings, due to i t s geography and climate, main economic activities, historical role, legal framework, culture and language. Therefore, we can and we should develop public policies to optimize our resources, converting them in planned outcomes. On the other hand, public entities engaged with foreign trade, investment and tour ism, aid f or development, promotion of culture and language should be structured in or-der to strengthen the performance of Portugal in this area. Being a member of the European Union or of the Community of Portuguese Speaking Countries is, at last, essential to expand our global presence. In this Master's work project, I decided to make a critical analysis of legislation related with public diplomacy i n Portugal, together wi th research about the approach of two other countries (United Kingdom and Finland) to the same topic, for the sake of improvement.; O conceito de " soft power " fornece aos Estados uma alternativa para...

Soft power is the ability to affect others to obtain the outcomes one wants through attraction rather than coercion or payment. A country's soft power rests on its resources of culture, values, and policies. A smart power strategy combines hard and soft power resources. Public diplomacy has a long history as a means of promoting a country's soft power and was essential in winning the cold war. The current struggle against transnational terrorism is a struggle to win hearts and minds, and the current overreliance on hard power alone is not the path to success. Public diplomacy is an important tool in the arsenal of smart power, but smart public diplomacy requires an understanding of the roles of credibility, self-criticism, and civil society in generating soft power.

Since the terrorist attacks on September 11, 2001, foreign policy experts and U.S. government officials have emphasized the importance of public diplomacy in combating terrorism and ensuring national security. In the current climate of anti-American sentiment, “the war of ideas is more challenging than ever” and strong negative public opinion about the United States is pervasive (Pilon). Public diplomacy attempts to combat anti-American sentiment, focusing on Arab and Muslim populations where attitudes about America are particularly negative. Public diplomacy, “the promotion of America’s interests, culture and policies by informing and influencing foreign populations,” includes three categories of activities: international information programs, educational and cultural exchanges, and international nonmilitary broadcasting. While there is disagreement among foreign policy experts and government officials about how to best structure and improve public diplomacy programs, there is a general consensus that effective public diplomacy is essential to national security. Nevertheless, although many critics cite public opinion polls as evidence for the inefficacy of public diplomacy programs, it is not possible to know whether or not these programs are accomplishing their goals without proper evaluation methods that tie measurable results directly to programs. Therefore...

In comparing a considerable amount of the reportage, analysis and candor preceding this study, there is one conclusion that virtually all evaluations on United States public diplomacy after September 2001 would agree on: the consolidated efforts of the U.S. government to inform, influence and engage with foreign publics in pursuit of its national interest are deeply flawed. This gloomy outlook is borne out by identified deficiencies in strategy, coordination and organization, which have furthermore attracted intense scrutiny in response to opinion polls showing consistently low favorability towards the United States by foreign populations. A wide range of observers has drawn attention to various aspects of the overall diagnosis, and consequently formed an active segment of the general scholarship on public diplomacy. What enriches the discussion on the U.S. case is when the focus turns to positing solutions, as the ensuing debate invokes historical, theoretical and futuristic perspectives on the processes, roles, and activities considered within public diplomacy's scope. This study isolates two broad explanations for the failure of post-9/11 U.S. public diplomacy. The advocacy model represents the American public diplomacy 'tradition' of campaign style...