Public diplomacy in conflict resolution

Abstract

The world is undergoing significant transformation caused by large-scale cross-border activity. Modern communication and information technologies make interaction accessible to more people, while popular social networks provide a quick mobilization effect. In these conditions, diplomacy becomes much more complex and varied. It has two distinct vectors of influence on a foreign audience. The first vector is directed to the official structures (diplomats, politicians, etc.), while the second one (public diplomacy) - to non-governmental structures, business, people. The analysis shows that both vectors should be coordinated, but separated. Otherwise, diplomacy can be inefficient and block certain channels of influence. In addition, in the XXI public diplomacy acquires traits such as orientation to dialogue with public entities of foreign countries, extensive involvement of non-state actors. All these apply to situations of conflict. However, in a conflict situation public diplomacy has its own specifics. Thus, a coordination of parties involved in the conflict as mediators is especially important. Otherwise, the conflict can be amplified, or it may generate new conflicts. The article analyzes the opportunities and constraints of non-state actors in conflict management within the framework of public diplomacy. Particular attention is drawn to the tools that are used to achieve short-term and long-term objectives in a conflict. It is shown that in a conflict situation public diplomacy primarily focused on short-term goals that can be directed at ending the armed confrontation, but can - on the support of one of the parties in the conflict. To implement short-term goals media are intensively used. Educational and cultural programs are typically used for long-term goals. However, in situations of a conflict they may have a short-term goal as a demonstration effect, which symbolize the help of the state providing such programs. Russian public diplomacy, which in recent years has been given considerable attention, is not fully focused on a conflict situations, limited mainly by media activities.