Public diplomacy as a trend in modern political relations: transformation processes

Abstract

The relevance of the study is due to a number of factors, including the important role
of the technological component in the functioning of the concept of digital diplomacy, increasing information flows, including diplomatic communication in the global context of speech, using new channels and communication tools in international relations. Therefore, the scientific article considers the traditional concept of «public diplomacy» and its role in modern international relations. The process of transformation of public diplomacy through modern information and communication technologies is traced, which changes the usual concept of the concept of «public diplomacy». The common and distinctive features of traditional diplomacy and new public diplomacy, as well as the role of ICT in modern international relations, are analyzed.
The purpose of the study is to analyze the transformation of traditional diplomacy, to determine the nature, content, sources, features, shortcomings and trends of modern digital diplomacy as an important tool for achieving foreign policy goals.
The object of research is the transformation of traditional diplomacy. The subject of research is the essence and specifics of digitalization of diplomacy as a tool of foreign policy.
Research methods. The article uses a set of general and special methods: the method of conceptual analysis in determining the conceptual apparatus of the concept of «public diplomacy»; functional analysis in the consideration of the functions performed by public diplomacy in modern international relations; descriptive and comparative methods that allowed a deeper understanding of the mechanisms of public diplomacy.
Results and conclusions. Modern traditional diplomacy has undergone an important stage of transformation. Thanks to information and communication technologies, traditional public diplomacy functions as digital diplomacy.