This book examines the concept of new public diplomacy against
empirical data derived from three country case studies, in order to
offer a systematic assessment of policy and practice in the early
The new public diplomacy (PD) is a major paradigm shift in
international political communication. Globalisation and a new
media landscape challenge traditional foreign ministry 'gatekeeper'
structures, and foreign ministries can no longer lay claim to being
sole or dominant actors in communicating foreign policy. This
demands new ways of elucidating foreign policy to a range of
nongovernmental international actors, and new ways of evaluating
the influence of these communicative efforts.
The author investigates the methods and strategies used by five
foreign ministries and cultural institutes in three countries as
they attempt to adapt their PD practices to the demands of the new
public diplomacy environment. Drawing upon case studies of US,
British, and Swedish efforts, each chapter covers national policy,
current activities, evaluation methods, and examples of individual
This book will be of much interest to students of public
diplomacy, foreign policy, political communication, media studies
and international relations in general.
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