Abstract
The article is devoted to the analysis of Ukraine’s public diplomacy in terms of aggravation of relations with Russia. Public diplomacy is researched as an instrument for shaping the perception of Ukraine in the West that is exposed to constant threats of information influence by the Russian Federation. The paper analyses the role of public diplomacy in shaping the favorable image of the state in the mass consciousness and ensuring national interests in the international arena. The peculiarities of the development of public diplomacy of Ukraine at the institutional and practical levels being intensified since 2014 after the beginning of Russian aggression against Ukraine, are determined. Conceptual documents and specially created institutions for shaping a positive perception of Ukraine abroad and disrupting negative influence of Russian propaganda are examined. As a result, the main directions of Ukraine's public diplomacy are the development ties with the public and media; realization of image, cultural and informational projects abroad; cooperation of governmental bodies for supporting foreign-policy interests. Through the content analysis of the Western media space on the coverage of Ukraine and the expert assessment of public diplomacy of Ukraine, the peculiarities of the influence of Ukrainian public diplomacy on shaping its perception in the West were identified and a set of recommendations was developed to improve Ukraine's perceptions in the face of aggravation of relations with Russia. These include developing West and Russian directions of public diplomacy, intensifying media coverage of Ukraine, changing narratives about Ukraine as well as engaging civil activists and artists for promotion the national interests abroad.
Highlights
Since the phenomenon of public diplomacy is relatively modern, it is being actively researched by scholars nowadays from different angles as an instrument of interaction [Zaharna, 2010: 233], shaping public opinion [Ross, 2003: 25] or as an integral part of strategic communications [Department of Defence, 2009]
Though the official statements of Ukraine were communicated by default, they were perceived poorly and dominated by Russian assertive communications
The development of public diplomacy of Ukraine is determined as a priority of state information policy directed to shaping positive international image [1]
Summary
The communication as an integral part of the state policy has been researched since the beginning of the issue was paid by J. In 1965 an American diplomat E. influence of public attitudes on the formation and execution of foreign policies. It encompasses dimensions of international relations beyond traditional diplomacy . Since the phenomenon of public diplomacy is relatively modern, it is being actively researched by scholars nowadays from different angles as an instrument of interaction [Zaharna, 2010: 233], shaping public opinion [Ross, 2003: 25] or as an integral part of strategic communications [Department of Defence, 2009]. The development of public diplomacy of Ukraine is determined as a priority of state information policy directed to shaping positive international image [1].
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