PUBLIC DIPLOMACY AND THE SHAPING OF INTERNATIONAL PERCEPTIONS TODAY

Аннотация

Public diplomacy has emerged as one of the most influential tools in shaping the global perception of nations in the twenty-first century. Unlike traditional diplomacy, which functioned through formal governmental negotiations, public diplomacy engages foreign publics directly, shaping international narratives, influencing attitudes, and cultivating mutual understanding. In an age defined by information technology, social media, and global connectivity, states have recognized that their power depends not only on military or economic strength but also on their ability to manage perceptions and narratives. This research explores how public diplomacy evolved, how it operates through strategic communication, cultural exchange, and digital engagement, and how it affects global power relations and soft power dynamics. The paper analyzes both governmental and non-governmental actors, methodological frameworks for assessing perception management, and contemporary challenges that redefine the relationship between states and global publics.