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• W835725818 abstract "Abstract: The aim of this essay is to discuss the possibility of applying knowledge from the field of sociology and other disciplines into the theory of diplomacy. Due to changes in the international environment, diplomacy (a complementary tool of foreign policy) is used for various foreign policy goals including spreading state influence. We identify the need for alternative approaches to diplomacy especially within the domain of value and norm diffusion. Current prevailing concepts, such as state branding (derived from marketing discipline), do not prove to be effective in the political aspect of this field. This calls for the implementation of new approaches in international relations and diplomacy, particularly from sociology, psychology and communication studies. This article should stress the importance of transferring the knowledge from the above mentioned fields into the theory of diplomacy-which has been neglected (or only now starting to gain importance) in the theory of international relations. It tries to draw attention especially of sociologists who have much potential to contribute to its development and analysis.Keywords: social capital; alternative; diplomacy, influence; values; norms; brandingIntroductionIn this essay we examine results of interdisciplinary research which should become an indispensable part of the theory of diplomacy. Public diplomacy is used in various domains, from cultural to political fields, in order to accomplish goals which can no longer be achieved by classical approaches in diplomacy. However, diplomacy also needs implementation of new approaches. While branding (often used in this field) can be effective for economic goals such as developing a state brand to attract greater numbers of tourists or investments, marketing strategies are not appropriate for spreading influence and can prove to be counterproductive. This requires knowledge from other disciplines particularly from political sociology, social psychology, communication studies or cultural studies which have far been neglected both in the theory and in the practice of diplomacy. The connection between diplomacy and social capital was observed in the study of Cowan and Arsenault Moving from Monologue to Dialogue to Collaboration and our article should be considered an elaboration on this topic.A Brief Overview of the Field of Public DiplomacyThe lack of a unified definition and methodology in this field limits the full potential for research in diplomacy; however the growing importance of this domain calls for further attention. The concept of diplomacy is relatively new, although experts assert that the phenomena had been known for centuries (Melissen 2005:1). Public diplomacy raises many questions about its own nature, especially the unusual connection between the two words and diplomacy. The term diplomacy can be analyzed from different prespectives. We choose the approach that originated in the U.S. and could be described as activities of governments and other actors to wield influence over foreign to achieve foreign policy goals. There is also a broader definition of diplomacy. Proponents of the wider definition, such as Schneider (2004: 1), assert that diplomacy covers all nations do to explain itself to the world. Despite some differences both approaches have in common the goal to affect opinion, values and attitudes of of different states to advance the interests of an influencing state. As Rusinak (2012: 20) notes public diplomacy is a set of measures focused on surveying, informing and contacting foreign to spread positive image of a state. It carried out as a part of soft power through permanent dialogue, promotion and planned information campaigns.Evolution of the Concept of Public Diplomacy and Contributions to the TheoryBefore proceeding to the main argument, a brief introduction of the term of diplomacy would be useful. …" @default.
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• W835725818 date "2014-09-30" @default.
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• W835725818 title "Alternative Approaches to Public Diplomacy" @default.
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