An Analyze of the Relationship between Public Diplomacy and Intercultural Communication

Abstract This paper mainly analyses the relationship between public diplomacy and intercultural communication. It starts from an overview of public diplomacy， which includes its definition， goals and principles. The second part is the statement of their relationships， which could be summarized as public diplomacy is a kind of intercultural communication.

Key Words public diplomacy， intercultural communication

The modern meaning of the term \"public diplomacy\" was coined in 1965 by Edmund Gullion， dean of the Fletcher School of Law and Diplomacy at Tufts University and a distinguished retired foreign service officer， when he established an Edward R. Murrow Center of Public Diplomacy.

The brochure for the new center provided a description of the concept： “Public diplomacy… deals with the influence of public attitudes on the formation and execution of foreign policies. It encompasses dimensions of international relations beyond traditional diplomacy； the cultivation by governments of public opinion in other countries； the interaction of private groups and interests in one country with another； the reporting of foreign affairs and its impact on policy； communication between those whose job is communication， as diplomats and foreign correspondents； and the process of intercultural communications.”

Over time， the concept and definition has evolved by various practitioners. By far， there are some differences on the definition of public diplomacy， which rest in the following aspects：

The first is the definition of objects of public diplomacy. While interpreting American’s public diplomacy， Michael Holtzman holds that public diplomacy is not public. While Edmund Gullion hold a positive attitude toward the public opinion. Domestically， Zhao kejin and some other scholars also define in the same approach.

the second divergence is about the subjects of public diplomacy. Public diplomacy focuses on the ways in which a country （or multi-lateral organization such as the United Nations） communicates with citizens in other societies. A country may be acting deliberately or inadvertently， and through both official and private individuals and institutions. So there is a controversy over the main body of public diplomacy is， only government， or private individuals and group included？

According to the views at home and abroad， it is generally held that government is the subject of public diplomacy. However， public diplomacy that traditionally represents actions of governments to influence overseas publics within the foreign policy process has expanded today. It involves not only shaping the message（s） that a country wishes to present abroad， but also analyzing and understanding the ways that the message is interpreted by diverse societies and developing the tools of listening and conversation as well as the tools of persuasion.

Hoffman contends that the public diplomacy is influenced by both governments and private individuals and groups.

According to Zhao Qizheng， the director of Foreign Affairs Committee of the National Committee of the Chinese People‘s Political Consultative Conference， all the interactive mode except government-to-government mode are public diplomacy. It includes government-to-public and public-to-public，which can be listed as：

The conflict is mainly caused by the unclear definition of the difference between subject and actor. in the former view， people always think specific actions as the subjects， which is the action taker. The supporters of the second view tend to think subject and actor as different factors. Government being the subject while specific actions could be individuals or non-governmental organizations. However， ultimately all the actions should be supported and led by the subject， which is the government in this particular case.

（二） the goals of public diplomacy

The end goals of public diplomacy are to inform and influence audiences abroad， build mutual dialogue and long-term relationships， and present an unbiased representation of the country’s policies and society. Public diplomacy can foster more favorable attitudes overseas， and even promote values while inspiring debate over ideologies. By taking foreign opinion into account， public diplomacy does not abandon a country’s objectives or values. Rather， the strategic logic is to facilitate a country’s policies by cultivating more welcoming environments abroad. As with other instruments of statecraft， the ends of public diplomacy are centered on a country’s interests.

（三） the Essence of Public Diplomacy

The essence of public diplomacy is to set up good international relations with other countries and to promote the national interest of the through the communication of information and the international community's understanding and support.

（四） the Principles of Public Diplomacy

Although casually dismissed as propaganda， true public diplomacy rests on fundamental honesty and integrity. Conveying information and selling a positive image is part of public relations， but it also involves building long-term relationships that create an enabling environment for government policies.

二、the Relationship between Public Diplomacy and Intercultural Communication

For international public diplomacy activities to be effective， it is necessary to know how national culture influences interaction and communication between people of different cultures. The importance of intercultural communication competence to public diplomacy can never be denied. Some researchers have noticed the importance of intercultural communication competence to public diplomacy.

In International Communication and the New Diplomacy （1968） ，Hoffman contends that the revolution of mass communication has given rise to a new diplomacy， whose techniques are as of yet imperfectly understood. This “new” diplomacy refers to public diplomacy — the ways in which both governments and private individuals and groups influence directly or indirectly those public attitudes and opinions which bear directly on other governments’ foreign policy decisions. This new diplomacy is essential because “The failure to recognize that there are many worlds， not merely one， is the deepest source of confusion between us...” （Walter Lippman in Hoffman 30）. Hoffman have been aware of the necessity of intercultural awareness.

In the late 1980’s through the mid 1990’s， scholars and practitioners devoted more systematic attention to the relationship between communication and diplomacy than previously. Guglielmo Marconi mentioned that “Communication between peoples widely separated in space and thought is undoubtedly the greatest weapon against the evils of misunderstanding and jealousy...”

In Political Advocacy and Cultural Communication： Organizing the Nation’s Public Diplomacy （1988）， Malone broadly defined public diplomacy as public activities directed abroad， primarily in the fields of information， education and culture. He believes that “A world that is shrinking requires better communication and mutual comprehension if nations are able to survive and prosper” （Malone 7）. Public diplomacy is ideally communicating directly with foreigners to affect their thinking in ways that are beneficial to us and to them. The goal is to influence the behavior of a foreign government by influencing the attitudes of its citizens. Therefore， the target is private individuals — not governments， utilizing both government-to-people communication and private-sector activity.

Zhao Qizheng states that the essence of public diplomacy is gaining understanding and support of the nation through information and communication. It is actually a significant and enduring intercultural communication process.

So the effective public diplomacy is an intercultural communication process of overcoming cultural barriers through an intercultural approach. It is not just about cultural differences， but how the differences interact.

References：

[1]Delaney， R.F.，1968， International Communication and the New Diplomacy. Bloomington： Indian University Press.

[2]Hoffman David， 2002， Beyond Public Diplomacy， Foreign Affairs 81：83

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[5]莊恩平.公共外交中的跨文化溝通能力.公共外交季刊[J].全國政協外事委員會，2011.