The Role of Media Diplomacy in Shaping the State’s International Image
The Role of Media Diplomacy in Shaping the State’s International Image

Summary/Abstract: The article attempts to determine the role of media diplomacy in shapingthe state's image in the international arena.Media diplomacy under the conditions of globalization transformedgeopolitical relations and changed the hierarchical system of foreign policydecision-making, highlighting the competition among states for the opportunityto influence public opinion. The information policy of the state involves not onlythe dissemination of positive information about it in the internationalinformation space, but also the integration of politicians, state governmentstructures, non-state actors, famous personalities, and opinion leaders intothe brand management system of the state's national policy. At the same time,the use of social media platforms in the implementation of diplomatic activitieshas led to the fact that any user of a social network today is not only a consumerof information, but also a direct supplier and distributor of it, meaning they havetheopportunity toinfluence theadoption ofcertain decisions atthestate level andshape in this way the image of the state. The article analyzes the use of media diplomacy mechanisms in the formation of Ukraine's image, identifies positiveand negative aspects, and discusses prospects for its development.

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