ESTABLISHMENT OF THE CONCEPT OF PUBLIC DIPLOMACY IN MODERN SCIENTIFIC DISCOURSE: THE ROLE OF PARADIPLOMACY

Abstract

The article reveals the essence of the concept of public diplomacy and a retrospective of its formation in the current scientific discourse. It is noted that the field of US public diplomacy is quite actively researched by modern scientists. It is shown that the term “public diplomacy” should be understood as the activity of various actors, both governmental and non-governmental, which is intended to explain to the foreign public the foreign policy pursued by the country and to encourage this or that state to make its foreign policy decisions in the direction that is beneficial to the given actor . It has been established that the concept of “cultural diplomacy” is narrower than the concept of “public diplomacy”, which should be understood as a set of activities carried out by both central and foreign bodies of external relations of the state with the aim of researching the attitude and informing the foreign public. as well as establishing contacts abroad, with the aim of improving the state’s image and achieving national interests. So, in the United States of America, there is no separation of “cultural diplomacy” from “public diplomacy”. The concept of paradiplomacy is also considered as a tool of activity of subnational actors in the international arena and components of diplomatic communication processes taking place in the modern world. It has been proven that paradiplomacy is an integral part of modern international relations along with public diplomacy and cultural diplomacy.