National model of traditional and public diplomacy: USA experience
The research examines tendencies and patterns arising in the modern world and anticipates further development of international relations, the role of diplomats and diplomatic service in state activities, as well as the role of other actors in international relations. The article analyzes national model of traditional and public diplomacy of the most powerful nation-state in the world - the United States of America, which after the collapse of the Soviet Union retains the leading position (although it is not absolute) in all areas of the modern life. The author presents factors used to determine a modern great power. A great power should maintain a very high (or absolute) degree of autonomy in its conduct of domestic and foreign policy in order to ensure both national interests and significant (decisive) influence on the global and regional politics, as well as policies of certain countries (world-regulating activities). It should possess all or most of the traditional parameters of a great power (territory, population, natural resources, military capabilities, economic potential, intellectual and cultural potential, scientific and technical potential). This independence in the conduct of foreign policy of a world-regulating nature implies that the state concerned has a will to carry out such policies. In addition to meeting the aforementioned parameters it is required to have historical experience, tradition and culture of participation in world politics as a decisive and / or active player. The article analyzes the structure and characteristics of the US diplomatic service which is considered to be one of the most professional, up-to-date, and efficient in ensuring and maintaining US global leadership. The paper defines the term of "public diplomacy" and deals with its history and origins. The main foreign policy challenges that the US public diplomacy is currently facing are as follows: improving the country's image among the most active and influential actors of the foreign society; imposing influence on representatives of foreign elite, especially on those involved in decision-making; creating a favorable business and investment climate for the United States in foreign countries. Modern public diplomacy of the United States actively implies methods of analyzing the public opinion or the information disseminated about the USA (listening), as well as organizing short-term political campaigns aimed at promoting specific political ideas, actions, etc. (advocacy). The author examines the features of the new public diplomacy which include influencing the international situation and foreign audiences through modern technologies (blogs, special web-sites: Facebook, Twitter, YouTube, SMSdistribution) that are rapidly being spread abroad. The article emphasizes the importance of the office of the Under Secretary for Public Diplomacy and Public Affairs who oversees the bureaus of Educational and Cultural Affairs, Public Affairs, and International Information Programs, as well as the Center for Strategic Counterterrorism Communications, and participates in foreign policy development.