chapter  10
16 Pages

Communication Logics of Global Public Diplomacy

WithR.S. Zaharna

This chapter explores buried cultural assumptions about communication that can undermine public diplomacy practice. It introduces three distinctive, overlapping communication logics for globalizing public diplomacy. The three logics (individual, relational, and holistic) each has its own distinctive relational assumptions and communication dynamics that guide public diplomacy. Effective global public diplomacy requires a panoramic vision and integration of all three logics. Mini-cases highlight how the logics shape who constitutes “the public” in public diplomacy or how soft power is manifest in cultural diplomacy. The chapter concludes with implications of the communication logics for globalizing public diplomacy practice and scholarship.