From Propaganda to New Public Diplomacy: Experienced and New Stakeholders in International Communication
Revista UNISCI / UNISCI Journal, Nº 50 (May/Mayo 2019) FROM PROPAGANDA TO NEW PUBLIC DIPLOMACY: EXPERIENCED AND NEW STAKEHOLDERS IN INTERNATIONAL COMMUNICATION Jorge Tuñón Navarro 1 Carlos III University, Madrid Abstract: The “New Public Diplomacy” represents the latest evolution of soft power theories. In order to positively influence foreign perceptions within the framework of global public opinion, international communication deals with international stakeholders’ interactions, with the aim of determining media flows of information. Whether they are states, international organisations, non-governmental organisations, private companies, otherwise, press, publicity and/or public relations services are sought to shape international information. Facing such public diplomacy and/or propaganda practices, international communicators should avoid becoming mere instruments and instead play the analytical and critical role demanded by international society. Today, such a task involves increased complexity due to: 1) actors’ multiplicity, and 2) and the new balance of forces on the field of play. Palabras Clave : International Communication, Propaganda, ICT (Information and Communication Technologies), Public Relations, Soft Power. Título en Castellano : De la Propaganda a la nueva Diplomacia Pública: Nuevas y experimentadas Partes Interesadas en la Comunicación Internacional Resumen: La “nueva diplomacia pública” representa la última evolución de las teorías del poder blando. Con el fin de influir positivamente en las percepciones en el exterior, en el marco de la opinión pública mundial, la comunicación internacional se ocupa de las interacciones de las partes interesadas internacionales, con el objetivo de determinar los flujos de información de los medios. Ya sean Estados, organizaciones internacionales, organizaciones no gubernamentales, empresas privadas, los servicios de prensa, publicidad y/o relaciones públicas se utilizan para dar forma a la información internacional.
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