Ch 5 Public Diplomacy.pdf

8/10/2019 Ch 5 Public Diplomacy.pdf

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Chapter 5 Public Diplomacy:

Intercultural communication in

managing global interdependence


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I. Contemporary international system

1) The fall of the Berlin Wall (1990), generated theconditions for re-structuring the international system

2) Removing the wall between East and West Berlin,represented the signal for Germanysreunification but alsothe break down of European territorial border barriers

3) International system had been in a continuous process of

changing post cold war era (1945-1990)

4) The changes generated by the fall of the Berlin Wallcreated a huge window of opportunityin 1990


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I. Contemporary international system

Our contemporary world can be imagined as a spider websystem, which typified by a growing interdependent network.

There are 3 (three) basic characteristics that are reshapingthe contemporary international system in millennium era:

(1) The dynamics of distribution of power

(2) The deepening of global interdependence

(3) Promote & nationsability campaign to strengthen itsnation-branding.


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I. Contemporary international system : nation branding Nation-state needs to revitalize, to promote, to

campaign, to sell nation-branding in

international political system.

Thus, nation-branding will help nations abilityto create & modulate its regional & internationalreputations in order to achieve loyalty at home and

broaden its foreign influence abroad.

Nation-branding as an inevitable activity, long termand can not be measured.

Public diplomacyis part of a newly emergingparadigm of collaborative diplomacy, whichrequires an approach that is fundamentallydialogue-based through cross-culturalcommunication


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II. Interdependence

Interdependence is high and implies strategic interactionsamong entities that are not arranged in formal hierarchies.

Interdependence can be defined as situations in whichactors or events in different parts of a system affect eachother. (R.O. Keohane, J. Nye, 1977).

Today interdependence in the international system ismanaged through the creation and development of inter-

governmental and international institutions.


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II. Interdependence

Managing interdependence means to break

down the barriers of communication between

cultures, between various sectors of the

international system, between societies andespecially building a common language for

dealing with global interdependence.


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III. Intercultural communication in


conomic change

An increased appreciation by multinational companies(MNCs), that managing cultural differences properly canbe a key factor in getting things done effectively acrosscountries borders.

There is a growing demand for international business tounderstand and manage the diverse values; perceptions;business worldviews and behaviour of corporations;employees ,staff; and its customers.


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Changes in the personal lifestyle

These changes ask for intercultural communication

in developing skills and tools to managedifferences creatively.


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Institutional change

The increasing prominence of transnational government

networks

Therefore, problem solving very often means internationalcooperation and coordination in the framework of the lightmultilateralism.

Intercultural communication contributes to the protectionof human rights and spreads democracy, good governanceand the rule of law.


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Institutional change

Actors of the international system make use of inter-culturalcommunication as instrument for creating an internationalinstitutional framework in pursuing their interests andachieving their goals at a global level.

The actors of the international system are harmonizing their

interests by adopting inter-cultural communication codes:agreements, treaties, protocols etc.

Diplomacy is operative in a network environment rather thanthe hierarchical state-centric model of international relations.

(Ex. : Greenpeace & Amnesty International)


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Therefore, meeting the challenges of global governanceimplies intercultural communication in:

building capacity for governance and increasing partnercountries' input into the formulation of the relevantreform programs;

ensuring synergy and consistency between the variousinstruments and policies (domestic & foreign);

reinforcing the development of partnerships with a viewto achieving coordination between donors' priorities andpartner countries' agendas by means of policy dialogue,as well as complementarities between fund providers.


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New Public Diplomacy

US public diplomacy has been dominated after 11

September 2001 (911), which characterized bya strongemphasis on international security & the relationshipbetween the West and the Islamic world.

In order to understand public diplomacy properly, it isequally interesting to look at big, medium-sized, small andeven micro-states, and to analyze the way in which non-democratic countries explore this new form of outreach inforeign relations.

For those who are interested in diplomatic practice,the

public diplomacy of the government of any nation-state is potentially as interesting as the way in whichthe US State Department is addressing the challengeof communicating with publics overseas.


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IV. Main goals of managing interdependence

and intercultural communication

Intercultural communication develops competitiveness by several means as:

understanding the worldwide political, cultural and

business environment from a global perspective;developing multiple cultural perspectives and

approaches to conducting business;

being skilful at working with people from many cultures

simultaneously;

adapting comfortably to living in different cultures;

learning to interact with international partners as equals.


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Intercultural

communicationdevelops

competitivenessby severalmeans

developingmultiple culturalperspectives andapproaches to

conductingbusiness

being skilful atworking withpeople from

many culturessimultaneously

adaptingcomfortably to

living in differentcultures

learning tointeract withinternationalpartners as

equals

understandingthe worldwide

political, culturaland businessenvironmentfrom a globalperspective


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V. Main goals of managing interdependence

and intercultural communication

The effectiveness of every international negotiationdepends on intercultural skills, such as:

1. Understanding barriers to cross-cultural

communication and intercultural communication;2. Analysing the intercultural skills (Weltanschauung) of

the negotiation partner;

3. Forecasting the impact of communication message that

touch core values of the other cultures;4. Understand what behaviours can damage or increase

negotiation effectiveness across cultures;

5. Defining the action line


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Conclusions

In the recent years practitioners in a wide variety of fields,such as : scientific cooperation, academic research,

business, management, education, health, culture, politics,diplomacy, development, and others, have realized justhow important intercultural communication is for theireveryday work.

The management of cultural diversity deals with the issueof sensible adaptation to others and also efforts to establishcommon ground.


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Conclusions

Interdependence poses problems of coordination,emphasises the interests within countries, and initiatestransnational coalitions, often linked to the activities of

intergovernmental institutions.

An efficient management of global interdependence relieson intercultural communication and on its capability ofperpetually renewing itself in concordance with these new

challenges. Interdependence was related to the economy, todaywe can easily say that it comprises the reciprocal perception of

partners: (cultural) identity, harmonisation, communicationalinteraction, the study of competitive and cooperative behaviour.


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Conclusions

This is why intercultural communication is an important toolin general management of global interdependences.

Intercultural communication in managing interdependencescan be more of a mean for exchanging information, can buildcollaboration and even conflict mediation.


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Conclusions

Typology of different version of internationalcommunication:

a.) global local (glocal) communication;

b.) intercultural communication;

c.) transcultural communication.

In order to avoiding the domination of the market, it isnecessary to strenghten the two other types of actors intercultural and transcultural


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Conclusions

That active policy has to concentrate on

the revival of intercultural as welltranscultural activities in the world.Why? Because international cultural

relations is a resource for power ininternational relations. (Alleyne, 1995).


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ICC Assignment November 10, 2014

1)What are some issues in those twoarticles ?

2)Why do you think those issues areimportant in international politicsand related to countrys diplomacy ?

3)Develop your analytical frameworkclearly !

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Ch 5 Public Diplomacy.pdf