This book examines the concept of new public diplomacy against
empirical data derived from three country case studies, in order to
offer a systematic assessment of policy and practice in the early
21st century. The new public diplomacy (PD) is a major paradigm
shift in international political communication. Globalisation and a
new media landscape challenge traditional foreign ministry
'gatekeeper' structures, and foreign ministries can no longer lay
claim to being sole or dominant actors in communicating foreign
policy. This demands new ways of elucidating foreign policy to a
range of nongovernmental international actors, and new ways of
evaluating the influence of these communicative efforts. The author
investigates the methods and strategies used by five foreign
ministries and cultural institutes in three countries as they
attempt to adapt their PD practices to the demands of the new
public diplomacy environment. Drawing upon case studies of US,
British, and Swedish efforts, each chapter covers national policy,
current activities, evaluation methods, and examples of individual
campaigns. This book will be of much interest to students of public
diplomacy, foreign policy, political communication, media studies
and international relations in general.
General
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