Public Diplomacy Foundations for Global Engagement in the Digital Age

New technologies have opened up fresh possibilities for public diplomacy, but this has not erased the importance of history. On the contrary, the lessons of the past seem more relevant than ever, in an age in which communications play an unprecedented role. Whether communications are electronic or hand-delivered, the foundations remain as valid today as they ever have been.

Blending history with insights from international relations, communication studies, psychology, and contemporary practice, Cull explores the five core areas of public diplomacy: listening, advocacy, cultural diplomacy, exchanges, and international broadcasting. He unpacks the approaches which have dominated in recent years – nation-branding and partnership – and sets out the foundations for successful global public engagement. Rich with case studies and examples drawn from ancient times through to our own digital age, the book shows the true capabilities and limits of emerging platforms and technologies, as well as drawing on lessons from the past which can empower us and help us to shape the future.

This comprehensive and accessible introduction is essential reading for students, scholars, and practitioners, as well as anyone interested in understanding or mobilizing global public opinion.

Nicholas J. Cull is Professor of Public Diplomacy in the Annenberg School for Communication and Journalism at the University of Southern California.

• Preface and Acknowledgments
• List of Figures
• List of Abbreviations
• 1 Diplomacy through Foreign Public Engagement: Core Terminology and History
• 2 Listening: The Foundational Skill
• 3 Advocacy: The Cutting Edge
• 4 Culture: The Friendly Persuader
• 5 Exchange and Education: The Soul of Public Diplomacy
• 6 International Broadcasting: The Struggle for News
• 7 Nation Brands and Branding: The Metaphor Run Amok
• 8 Partnership: The Emerging Paradigm
• Conclusion: Public Diplomacy and the Crisis of Our Time
• Notes
• Select Bibliography
• Index

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