Культурна дипломатія у контексті міжнародних стратегічних комунікацій

Abstract

Cultural diplomacy is studied as a topical scientific object in the context of development and further institutionalization of international strategic communications of Ukraine. The author considers it expedient to single out in the technology of international strategic communications in general and in cultural diplomacy in particular three levels of implementation: practical (activity); scientific (theoretical); media (informing about cultural projects and endeavors, first of all, international ones; strengthening their effects, expanding the audience of sympathizers and supporters of Ukraine; dispelling ideological and worldview stereotypes, breaking down hostile destructive narratives about Ukraine). The latter is considered a prerequisite for conveying important cultural narratives. The aim of the paper was to define the essence of cultural diplomacy as a component of public diplomacy precisely through media representation. This specified the following tasks: sampling of media texts with reference to cultural diplomacy; characterization of semantic characteristics of nomination and directions of semantic realization of its meaning; tracing the role and place of cultural diplomacy in the system of international strategic communications, based on the analysis and generalization of media discourse; identification of cultural diplomacy’s main tools, formulation of problems and prospects of media reflection. The empirical basis of the study was media texts from such Ukrainian newspapers as «Den», «Dzerkalo Tyzhnia», «Ukraina Moloda», «Holos Ukrainy», and others over the past five years (a total of over 70 publications of various genres), in which cultural diplomacy is reflected as an important element of interstate cooperation. With the use of scientific methods of continuous sampling, quantitative method of content analysis, descriptive and comparative methods, analysis and synthesis method, the use of the «cultural diplomacy» nomination is traced, the attention is focused on the tasks and effective forms of its implementation. The paper proved the necessity of further institutionalization of cultural diplomacy as a set of endeavors aimed at promoting the interests of the state by means of culture, art, education, cultural industries in general; expanding the range of subjects and potential recipients; increase of the resources directed on it: intellectual, expert, consulting, financial ones.