In discussing the development of public diplomacy and diplomacy as a whole, an overview of citizen diplomacy will help to give some perspective in which to consider the major changes that have recently taken place in the field of diplomacy. The argument is as Brian Hocking suggests, to first see diplomacy in an evolutionary sense. The ‘new’ diplomacy reflects changes brought by globalization. There has been a transformation from old-secret style diplomacy carried out by the elites to a new - ‘open’ diplomacy, a result of the spread of communication technology - 24/7 TV and news coverage, Internet, mobile phones , just to mention a few. This shift also reflects changes in the world order and its interconnectedness leading to internal issues becoming externalized and external issues internalized. There has been a growth in the influence that ordinary people have in managing the map of international affairs. Never before had public the ability to influence foreign policy formulations. The reviewing of diplomacy shows a new dimension of diplomatic dialogue carried out by the ordinary citizens. The increase in the direct involvement and the role of citizens in diplomacy bring new communications architecture to the discipline. Behind this lies a phenomenon of ‘Citizen diplomacy’, also known as ‘Track two’ diplomacy which refers to a diplomatic communication achieved through an unofficial channel. ‘Track two’ diplomacy is also seen as a precondition to ‘Track one’, the official conduct of diplomacy. Some ask whether an ordinary citizen can be a diplomat. It is nowadays necessary to acknowledge a big value in this revolutionary form of communication. Citizen diplomacy builds bridges between people and nations, often more effectively than governments’ efforts. It often becomes useful in situations when diplomatic communications between countries have broken down. The links created through language, family, friendship, warm handshake create trust, which in turn produces positive image of 'us', our nation and its policies. It is because people to people diplomacy first and foremost important dimension is dialogue. Citizen diplomacy fosters mutual understanding. Broadly speaking, this can lead to changing peoples’ perceptions about ‘the other’. It’s a step towards creating new identities and deconstructing stereotypes, fears and enemy images.
The United States places great importance in citizen to – citizen diplomacy, defined by US Centre for Citizen Diplomacy (USCCD), which states that 'the individual has the right, even the responsibility to help shape (...) foreign relations 'one handshake at a time'..(by students, teachers, artists, business people) (http://uscenterforcitizendiplomacy.org/pages/what-is-citizen-diplomacy/, 2011). National Council for International Visitors Programme - the U.S. Department of State’s is a premier professional exchange program; which connects current and emerging foreign leaders with their American counterparts through short-term programs that ‘foster greater coordination, communication, and collaboration on foreign policy issues’.
http://exchanges.state.gov/ivlp/ivlp.html
Also,the International Visitor Leadership Programme, a non-profit membership association for citizen diplomats, currently marking 50 years of its existence provides a great platform for cooperation. NCIV helps build person-to person relationships ‘one handshake at a time’.
The main goal of the above presented initiatives undertaken in the U.S is to broaden the concept of statecraft, promoting not just government to government communication but people to people communication. So far, over 200.000 people have participated in these programs and the results of engagement have been enormous: greater understanding and greater commitment to peace between people of different nations. Those are fundamental goals of public diplomacy.
Brian Hocking, "Reconfiguring Public Diplomacy: From Competition to Collaboration," in Engagement: Public Diplomacy in a Globalized World. Foreign and Commonwealth Office, United Kingdom, 2008, 63-75.
Nye, Joseph, 2010, http://www.nytimes.com/2010/10/05/opinion/05iht-ednye.html
Nye Joseph, 2004, “Soft Power: The Means to Success in World Politics”, Public Affairs, New York.
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