simons, greg


New Public Diplomacy in the Era of Global Communication and Competition

The use of information and communication is increasingly shaping international relations. Every day countries put a lot of time and effort in attempting to attract the attention of, and then influence foreign publics. The competition between countries is increasing with time, which pushes countries to explore new ways and means to exploit in order to accumulate soft power. This is the ability influence through attraction, rather than coercion of hard power. Public diplomacy offers an avenue of the means of the message. To understand the enabler of the medium of the message, political marketing provides a good lens with which to understand and analyse the public diplomacy attempts.

An increasingly important cornerstone of contemporary public diplomacy programmes are New Information Communication Technologies. As part of this sphere, social media are taking a leading place in the efforts of countries around the globe, in public diplomacy programmes. There are varying reasons and motivations for doing so, which includes a perceived decline in the legitimacy of traditional media and the ability to reach a large potential audience. This also reflects the need to engage publics proactively with an active form of communication. The efforts of Russia, China and the United States are compared. Similarities and differences in approach shall be explored.

Friday 26 October 11.15-13:15 Panels VIII, Panel 20 Geopolitical Aspects of Competition (Hall 7)