NOWA DYPLOMACJA PUBLICZNA – PERSPEKTYWA TEORII STOSUNKÓW MIĘDZYNARODOWYCH I KOMUNIKOWANIA POLITYCZNEGO
NEW PUBLIC DIPLOMACY – FROM THE PERSPECTIVE OF INTERNATIONAL RELATIONS THEORY AND POLITICAL COMMUNICATION

Summary/Abstract: The paper has the objective to present public diplomacy as a discipline requiring interdisciplinary approach. At the current stage of development of the discipline, the approach rooted in the theory of international relations is dominating. The author suggests inclusion of the tools used for the analysis of political communication into the body of research on new public diplomacy. Therefore, there is nothing more as an aggregate of paradigms and tools of two disciplines implemented at the moment. Public diplomacy was defined in the paper as a symmetrical form of international, political communication targeted at foreign public opinion in order to facilitate the achievement of the goals of state abroad. Currently, the adjective „new” as added to public diplomacy, means that new public diplomacy is different from informational public diplomacy of United States before the liquidation of USIA. The new public diplomacy acknowledges non state organizations as actors of international relations and adjusts to the logic of globalization. New public diplomacy should not be equalized with political propaganda.

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