Public Diplomacy and the Case of Kosovo
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University of Business and Technology in Kosovo UBT Knowledge Center UBT International Conference 2020 UBT International Conference Oct 31st, 2:30 PM - 4:00 PM Public diplomacy and the case of Kosovo Ngadhnjim Brovina University for Business and Technology - UBT Dritero Arifi University for Business and Technology, [email protected] Fjollë Nuhiu ILIRA University Follow this and additional works at: https://knowledgecenter.ubt-uni.net/conference Part of the Political Science Commons Recommended Citation Brovina, Ngadhnjim; Arifi, Dritero; and Nuhiu, Fjollë, "Public diplomacy and the case of Kosovo" (2020). UBT International Conference. 199. https://knowledgecenter.ubt-uni.net/conference/2020/all_events/199 This Event is brought to you for free and open access by the Publication and Journals at UBT Knowledge Center. It has been accepted for inclusion in UBT International Conference by an authorized administrator of UBT Knowledge Center. For more information, please contact [email protected]. Public diplomacy and the case of Kosovo Ngadhnjim Brovina*1, Dritero Arifi2, Fjollë Nuhiu3 1 Professor at UBT, Pristina, Republic of Kosovo [email protected] ORCID iD https://orcid.org/0000-0002-9895-2397 2 Professor at UBT, Pristina, Republic of Kosovo [email protected] ORCID iD https://orcid.org/0000-0002-0523-2412 3 PhD cand., Independent researcher, Pristina, Republic of Kosovo [email protected] Abstract. Diplomacy is the main tool of foreign policy, but not the only. It also depends on the economic and military power of the state. However, diplomacy today in the 21st century has advanced a lot and is divided into several types. In addition to the classical or traditional form, today is known as very effective modern diplomacy, public and digital diplomacy. In this scientific paper as a case study related with public diplomacy, is chosen Kosovo. The main purpose of this paper is related to public diplomacy as a tool of foreign policy and the adaptation of Kosovo's foreign policy to these types of diplomacy. The materials elaborated in this paper mainly include local and international literature about the field of public diplomacy, but also from empirical research. The methodology applied in this scientific paper is mainly based on the analysis of these literatures and empirical research, i.e. it is used the analytical method. The results expected from this paper are intended to show the types of diplomacy, mainly public diplomacy, and how Kosovo's foreign policy should use this type of diplomacy to advance the interests of the state and to improve its image. With the conclusion of this paper, some concrete examples will be presented of how Kosovo has the opportunity to use public diplomacy, given that it is a small country, without military, economic and political influence and how it has often succeeded through public diplomacy. Keywords: Diplomacy, Public diplomacy, Foreign policy, Kosovo, Image 1 Diplomacy as a tool of foreign policy and its types Diplomacy is the main tool of foreign policy, but we should know that we have several types of diplomacy. It is important to show what diplomacy is as a concept including its role and function, then to show how it is divided. Ever referring to Sir Harold Nicholson, “Diplomacy is the management of international relations through negotiation; the method by which these relations are repaired and managed by ambassadors and envoys; the work or craft of a diplomat”.[1] Also, diplomacy is a political activity, when it has at its disposal sufficient resources and tools with skilled and courageous personnel, which is a very important component and indicator of the power of the state.[2] The main goal of states is to achieve their goals through diplomacy, without using the force as a tool.[2] The essence of diplomacy has been and is the communication as the main and most powerful tool.[3] Modern diplomacy has its origin in the Italian peninsula, towards the end of the XV century. However, if its early origin is sought, then it can be found in the relations between the "great kings" in the Middle East, in the second millennium, or perhaps even earlier in the late fourth millennium BC.[2] Developments that have taken place earlier in the world and developments that take place today in the time of globalization, have normally affected the aspect of diplomacy by dividing it into classical / traditional diplomacy and public diplomacy. The fundamental difference between traditional diplomacy and public diplomacy is clear: the first is directly related to relations between representatives of states, or other international actors, while the second is aimed at the general public in foreign societies and more specifically, non-groups -officials, organizations and individuals.[4] Diplomacy is traditionally described as a game where the roles and responsibilities of actors in international relations are clearly defined.[4] The role of diplomacy to improve the image of the country in the international arena is a matter of public diplomacy, which realizes this through its instruments, such as public relations and media.[5] Public diplomacy, works, promotes and is a tool of foreign policy, in order to influence but also to inform the foreign public on certain issues or on the general image of the state.[6] Mediation and public diplomacy are used as a tool in various crises. Especially the latter, is seen as an opportunity for small states to be internationally factored.[7] Kosovo must use and maximize this great opportunity in order to achieve its objectives in the international arena, and especially to improve its image. 1.1 Theoretical aspect and principles of public diplomacy In terms of theory, one of the theories of international relations which corresponds to studies on public diplomacy is the constructivist theory. According to this theory, elements such as: identities, social norms and culture, have a special importance in international relations.[6] This means that public diplomacy is communication with the foreign public, with whom it is intended to build dialogue designed for information and influence.[8] Public diplomacy is about the influence of public attitudes on the formation and execution of foreign policies where the dimensions of international relations extend beyond traditional diplomacy, communication between foreign diplomats and correspondents, as well as intercultural communication processes.[9] Public diplomacy includes several principles, but among the most important are:[10] ➢ Public diplomacy is about listening (it is about listening and not speaking. It is the art of listening). ➢ Public diplomacy is related to politics, so listening is mainly related to political issues. ➢ Public diplomacy must be credible in order to be effective. ➢ Public diplomacy is not always related to you, so you need to use the media to place the message. ➢ Public diplomacy must respond to the challenges of the time of globalization. ➢ Public diplomacy has a high cost because it must have planning, training and resources (economic and human). 2 The case of Kosovo - the sports and cultural aspect What has been said so far also applies to the case that we have taken as a case study, which is the "Case of Kosovo". Here we would like to single out some cases, especially the case of the judoka Majlinda Kelmendi who managed to take the first place and be declared European champions, but that this first place was more valuable because it was won in Russia. Russia, a country that supports the non-recognition of the state of Kosovo, was forced to raise the flag of Kosovo and sing the anthem of the state of Kosovo.[11] After that, the success of judoka Kelmendi reached the culmination of winning the gold medal at the Rio 2016 Olympic Games.[12] These cases but also other cases like footballers of Albanian origin who play in the Swiss national team help promote the state of Kosovo and its image around the world, through sports as part of public diplomacy. Over the years we have the admission of Kosovo in two international organizations with a sports character, which are UEFA[13] and FIFA[14], where Kosovo is being successfully represented with its football teams, with the flag and coat of arms of the state. The successful appearances of the Kosovo National Team in the football arena, have pushed the most popular international media such as Forbes, The Telegraph, BBC, ESPN, etc., to write about this success.[15] This success is evidenced by the emergence of first place in Group D-3 in the League of Nations.[16] The Ministry of Foreign Affairs of the Republic of Kosovo is also committed to conducting public diplomacy in the framework of foreign policy. He has done this by organizing studies, summer programs, conferences, etc.[17] Normally, these organizations are not enough because they are temporary, and what Kosovo needs is for public diplomacy to be a permanent part of our foreign policy. The "diplomatic wealth" that Kosovo has with its people around the world, but also inside Kosovo, enables this new state to develop to a large degree public diplomacy, culture, sports, with figures like Majlinda Kelmendi, Dua Lipa, Rita Ora, etc. Normally, all this can be achieved by drafting state strategies through relevant institutions, where the cultural / artistic and sports values of this country would be promoted. 3 Survey results In the framework of this paper, we have planned and conducted empirical research with questionnaires. This empirical work was intended to be carried out in a larger number of citizens of the country, as required by a serious research involving 1% of the country's population. However, due to epidemiological developments, precisely with the spread of the COVID-19 pandemic, we have been forced to turn this empirical research into a mini- empirical research project involving only a few students in the field.