Цифрова дипломатія як інструмент масової комунікації в публічному управлінні

Abstract

The article is devoted to conceptual views on as a tool of mass communication in public administration. The idea that in the era of information society building the mass media and the Internet industry development increasingly affects the sphere of international relations is substantiated. Of particular importance are technologies as a communication channel and a tool for influencing public consciousness. They become the most important tool for promoting the foreign policy interests of states - public analysis of publications on the issue led the authors to the conclusion that the technologies of the MC take public to a new level - as an innovative way of conducting diplomatic activities. The authors emphasize that the very phenomenon of requires scientists to rethink in the modern international information field. In this case, the so-called which does not have any generally accepted, fixed conceptual basis, can be interpreted as a form of public in public administration.Exploring in public administration, the authors turned to the formation and implementation of US public It was found that among the tools of US public diplomacy, the most effective is higher education in the United States, as the world leader in the number of foreign students. In this regard, special attention in the United States is paid to foreign audiences, education of foreign students (cultural diplomacy), educational grants, international exchange programs, information countering of international terrorism, foreign policy opponents of the United States. It is noted that in US public diplomacy, when receiving American higher education, the US Department of State pays special attention to international exchange programs - projects for future leaders.The authors note that despite the development of public in modern society, classical continues to retain its basic functions and institutions. However, given the influence of modern social, political, economic and technological processes, the forms and methods of classical are being transformed.The authors conclude that the rapid development of MC at the beginning of the XXI century. became the reason for the growth of information interaction and the transformation of information into an important political and economic resource. All this suggests qualitative changes that may occur in the content and purpose of the phenomenon of diplomacy.The article substantiates the idea that under the globalization influence and the means of the MC a special form of was born - the so-called diplomacy. Compared to classical diplomacy, has broader goals - to strengthen friendly ties and establish cooperation between people in different countries.As the main points, considering the public formation in the United States, it was found that in the United States was developed under the administration of George W. Bush in 2002-2003. Since then, can be called a digital version of public (Web 2.0 Diplomacy). So, there is a way to influence the foreign audience and the international situation with the help of the latest tools of the MC and modern information technology. In particular, US is beginning to use social networks in US government diplomatic practice. Digital support for the interaction of American diplomats with foreign Internet users begins.Examining the formation of US public diplomacy, the authors note that as a tool of the MC is becoming one of the areas in public administration. To intensify its policy, the US Department of State began to use the potential impact of the Internet on personal computer users and mobile phone owners.The authors suggest that the basis of US is the ideological basis - the value of democracy and liberal freedoms. They are effectively implemented by the information policy of Google, Facebook, Twitter and other companies in the American Internet industry. At the same time, can effectively create a positive image of the country, establish positive allied relations online, informationally and psychologically influence foreign audiences to achieve the desired result, and others.The analysis of the features of as a tool of mass communication in public administration in the context of social development, allowed to characterize it as a structural component of modern public But the problems of using so-called diplomacy in the context of globalization remain largely part of the current political discourse and require further research.