Нова громадська дипломатія та особливості її реалізації у сучасних умовах

Abstract

Розглянуто тенденції розвитку громадської/публічної дипломатії під впливом процесів глобалізації та поширення нових технологій. Досліджено коло учасників, технологічне та медіасередовище, методи, а також особливості практичної реалізації нової громадської дипломатії. На основі цього надано відповідні рекомендації для посилення позиції України в інформаційному протиборстві. Public diplomacy is an activity of an international actor aimed at communication with a foreign audience. In the 2000s it undergoes substantial transformations, primarily under the influence of globalisation and new technologies. The article attempts to highlight the features of the new public diplomacy. In particular, the author investigates the participants, the technological and media environment as well as the public diplomacy tools. It is concluded that the states remain the influential participants of the international communication but they have to compete with the non-governmental organisations which are more adaptive, expansive and networked. Besides, new technologies possess great potential for the public diplomacy development. However, their impact is sometimes unpredictable and the initiative can be taken over by the competitors. The author considers the distinctive methods of the new public diplomacy, namely relationship and network building, involving a wide range of domestic and foreign nongovernmental organisations, reinforcing the viral trends based on triggering events, combining technologies and instruments and using a reasonable individual approach. Other peculiarities of the new public diplomacy include its horizontal structure, convergence of external and internal audiences, combining strategic approach with the need for the instant reaction as well as a strong competition between state and non-state actors. The paper also focuses on applying the methods of the viral information dissemination in the international relations. On the basis of the studies of the internet-memes spreading, the recommendations for strengthening the Ukraine’s position in the information warfare with Russia are given. It is concluded that Ukraine needs the implementation of the new public diplomacy strategies involving the Russian audience and covering the issues of positive effects of democratic reforms in Ukraine.