ТРАНСФОРМАЦІЯ ПУБЛІЧНОЇ ДИПЛОМАТІЇ В УМОВАХ ГЛОБАЛІЗАЦІЇ ТА ДІДЖИТАЛІЗАЦІЇ: МЕТОДОЛОГІЧНІ ЗАСАДИ Й ПРАКТИЧНІ АСПЕКТИ (УКРАЇНСЬКИЙ КЕЙС)

Abstract

The article deals with the issues of public diplomacy transformation under the influence of globalisation and digitalisation. The key methodological foundations of the newest concept of public diplomacy, its differences from the traditional approach are identified by clarifying the target orientation, the range of effective actors, performance criteria, levels of implementation in the system of international relations, and its importance in addressing common global issues. The author describes the stages of formation of public diplomacy in Ukraine, outlines the peculiarities of functioning of the Ukrainian public diplomacy system in the conditions of war, signs of its modern character and the main components of success for the protection/promotion of national interests in the current and strategic perspective. Based on the research findings, the stages of optimizing the Ukrainian public diplomacy space and enhancing its substantive content for military needs have been outlined. Aspects of accelerated transformation in crisis conditions and key performance factors have been identified. Additionally, the author has clarified the goals of the modern concept of public diplomacy, aimed at ensuring continuous multidimensional dialogue in a strategic perspective, leading to the transformation of instruments and a review of effectiveness criteria. Based on this, public diplomacy is proposed to be understood as an integral category that operates fundamentally at the intersection of other dimensions of foreign policy and international processes, has a coordinated mode of operation with the government, and at the same time incorporates features of autonomy and self-organization. Keywords: public diplomacy, diplomatic actors, war, soft power, globalisation, digitalisation, national interests.