What Are the Necessary Factors for the Functional of Public Diplomacy
Author
Zhang, Yifan
Term
4. term
Publication year
2019
Submitted on
2019-05-15
Pages
43
Abstract
Projektet undersøger, hvilke nødvendige faktorer der skal være til stede, for at offentligt diplomati fungerer effektivt, med udgangspunkt i Kinas nationale oplysningsvideoer fra 2011 i USA (Character og Angles) lanceret i forbindelse med Hu Jintaos besøg. På baggrund af Joseph Nyes soft power, Alexander Wendts konstruktivisme og power transition-teori opstilles en teoretisk ramme, som kombineres med indholdsanalysen af videoerne, amerikanske mediereaktioner og relevante opinionsdata. Casen viser, at indsatsen ikke gav den forventede effekt, idet amerikanske reaktioner overvejende var negative. Analysen peger på syv nødvendige funktionelle faktorer for offentligt diplomati: præcis match mellem kanaler og målgrupper, undgåelse af et propagandistisk præg, budskaber tilpasset målgruppens værdier, fravær af konflikt på kerneinteresser, systematik og kontinuitet, stærke mediekompetencer samt levering af reel og troværdig information. Afslutningsvis konkluderes, at effektivt offentligt diplomati bør forene hurtig, situationsbestemt kommunikation med langsigtet imageopbygning og koble indenlandsk samfundsudvikling til vedvarende international formidling mod mållandet.
This thesis examines the necessary conditions for effective public diplomacy, using China’s 2011 national publicity videos in the United States (Character and Angles), released during President Hu Jintao’s visit, as a case study. Drawing on Joseph Nye’s soft power, Alexander Wendt’s constructivism, and power transition theory, it builds a theoretical framework and combines it with content analysis of the videos, U.S. media reactions, and relevant opinion data. The case indicates the campaign did not achieve its intended impact, as American responses skewed negative. The analysis identifies seven necessary functional factors for public diplomacy: accurate matching of channels and target audiences, avoidance of a propagandistic tone, alignment with the target group’s values, absence of clashes over core interests, systematic and continuous engagement, strong media capabilities, and the provision of real and credible information. It concludes that effective public diplomacy should blend timely, situation-specific communication with long-term image building and connect domestic societal development to sustained international outreach toward the target country.
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