strategie dyplomacji publicznej

  • Attraction Attribution as a Theoretical Basis of Public Diplomacy Instruments Evaluation

    Author: Marina Samsonova
    Institution: University of Warsaw
    Year of publication: 2017
    Source: Show
    Pages: 155-162
    DOI Address: https://doi.org/10.15804/athena.2017.56.09
    PDF: apsp/56/apsp5609.pdf

    The article tackles the issue of measurement and evaluation of the effectiveness of public diplomacy instruments, such as strategies. The author suggests applying the approach based on the phenomenon of attraction. The evaluation of quality of public diplomacy is presented as the evaluation of influence of capabilities of public diplomacy instruments, and their certain set (aggregate) in subjective and functional strategies of public diplomacy. The article also argues a state that the more public diplomacy instruments meet the conditions of successful attraction and affiliation, the more likely they would be attractive to the population of a host country and would provide an involvement effect.

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