公共外交Public Diplomacy课件.ppt

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1、PublicDiplomacyForeignpolicyinthemediaageRuoyaQi,BonifaceOkurutInternationalPoliticalCommunicationMAGlobalCommunication:Politics&SocietyUniversitätErfurtWhatisPublicDiplomacy“Publicdiplomacyisapublicfaceofatraditionaldiplomacy.”(Ross,2002)“…interactionnotonlywiththegovernments,butespeciallyw

2、ithnongovernmentalindividualsandorganizations.”(Murrow,1963)Diplomacy-anactor’sattempttomanagetheinternationalenvironmentthroughactortoactorcontact.PublicDiplomacy-anactor’sattempttomanagetheinternationalenvironmentthroughactortopeoplecontactacrossinternationallines.01StateAGovernmentPublicS

3、tateBGovernmentPublicDiplomacyPublicDiplomacyCitizenDiplomacy025CoreActivitiesofPDListening-governmentpollingAdvocacy-InfocentreCultureDiplomacy-cultureindustryExchanges-travel,tradeState-fundedNews-broadcast,SatelliteTV03“EuphemismforPropaganda”(Gullion,1965)“Callitpublicdiplomacyorpublicre

4、lationsorpsychologicalwarfareor–ifyoureallywanttobefrank–propaganda.”(Holbrooke,2001)PublicDiplomacyorPropaganda?“ThemaindifferenceisthatPublicDiplomacyalsolistenstowhatpeoplehavetosay,whichisnotthecasewithPropaganda.”(Melissen,2005)“Publicdiplomacythatdegeneratesintopropagandanotonlyfailsto

5、convince,butcanundercutsoftpower.”(Nye,2008)04CriticismoftraditionalPDoveremphasizedacentralpositionofthegovernmentattempttoaffectforeignpublicdirectlyinshorttime.ignoretheimpactfromnewmedia.ignoretomeasuretheeffectofPDactions.“Thepurposeofpublicdiplomacyisexplanationandspeakinginfavorofgove

6、rnmentalpolicyandrepresentinganationtoforeignpublics.”(Manheim,1994)05NewPublicDiplomacyNewpublicdiplomacyisatwo-waystreet.Itinvitesthepublictoparticipateactivitiesandnomoretreatsthepublicasaudience,butplayer.NewPlayers:IO,NGO,Non-stateactorNewMethods:InternetNewContext:post-ColdWar,multipol

7、aritymodelNewDirections:horizontal06TraditionalPublicDiplomacyNewPublicDiplomacyActSubjectGovernmentNon-stateActorTargetGroupPublicOpinionLeaderModelHierarchicalNetworkGovernmentFunctionGatekeeper/MonitorOrganizer/Participant07PD&SoftPowerQualityof