The Evolution of Public Diplomacy – Definitions and Goals

Szondi György (2023) The Evolution of Public Diplomacy – Definitions and Goals. Business & Diplomacy Review (2). pp. 121-140. ISSN 3004-0116

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The aim of this article is to systematically analyse public diplomacy definitions and goals in a chronological order in order to understand the premises and underlining assumptions that have shaped the field’s conceptualisations. Special attention is devoted to American public diplomacy approaches given that public diplomacy’s birthplace is the USA which can boast the longest history of institutionalised public diplomacy. American scholars and practitioners have paved the ways for public diplomacy theory and practice. Several definitions of public diplomacy articulate general goals or outcomes of public diplomacy activities. These goals can be grouped into three categories: (1) self-presentational, (2) instrumental and (3) relations goals. There seems to be a clear shift from self-presentational goals toward relationship building goals particularly in the scholarly literature.

Tudományterület / tudományág

társadalomtudományok > politikatudományok


Külkereskedelmi Kar


Budapesti Gazdasági Egyetem

Item Type: Article
CreatorsORCIDMTMT szerző azonosító
Szondi György10046422
Uncontrolled Keywords: public diplomacy, public diplomacy goals, Cold War, ‘new’ public diplomacy
Depositing User: Kovály Erzsébet
Identification Number: 34505519
Date Deposited: 2024. Feb. 26. 09:18
Last Modified: 2024. Feb. 26. 09:18

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