Mechanisms and Goals of American New Public Diplomacy: A Theoretical Study
DOI:
https://doi.org/10.21928/juhd.v9n3y2023.pp142-155Keywords:
New Public Diplomacy, US, Mechanisms, ValueAbstract
The United States has a long experience in public diplomacy. There are two integrated frameworks of public diplomacy: the relational framework and the information framework. The relational framework includes activities and collaboration in education, scientific, cultural, military and security, and intelligence areas while the information framework refers to disseminating those activities which are mentioned in the relational framework and it includes promoting the political, economic, and cultural values of Americans as well as branding America across social media. The aim of this study is to develop a conceptual framework to examine American public diplomacy, which is utilized as a tool of its foreign policy, by reviewing the relevant literature. This study reveals that the US uses several mechanisms to promote its values such as scholarships and scientific and cultural exchange programs, supporting media, journalists, and NGOs, and supporting and collaborating with security and military sectors, all of which contribute to creating a positive image of the US. At the same time, the US relies on information tools to promote its image, ideology, and values and to create a positive public opinion toward America throughout the world via global broadcasting, print media, cinema, and social media.
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