Review article

Public Diplomacy and Media, Croatian Experiences

Zrinka Vrabec-Mojzeš ; Radio 101, Zagreb, Croatia

Abstract

Although there are different definitions of the term public diplomacy, most scholars agree that direct communication with foreign nations presents its essence, with the goal of influencing their opinion, and finally effecting the decisions taken by their governments.
The main instruments used by public diplomacy are media – especially radio and television, films, books, leaflets, magazines, cultural, scientific and educational exchange, but also the dialogue with particular focus groups.
During the Cold War the media started being used to gain public support in the countries with the hostile governments. The United States of America and Soviet Union developed and used public diplomacy to reshape public attitudes on the opposite side in favour of their ideologies. Their main tool was broadcasting of the Voice of America, Radio Liberty and Radio Free Europe on American and Radio Moscow on Soviet side. During the past three decades besides from public diplomacy which was typical for the period of the Cold war, media founded by nongovernmental sector started to gain on their importance.
The first steps of the public diplomacy in Croatia were directed toward foreign public aiming at creating positive image of the new Croatian state. On the other side it was directed toward Croatian public to raise the support for Croatian bid for EU and NATO, which has been declining starting from 2002. Except from the Ministry of Foreign Affairs and European Integrations and media, non-governmental sector started to be more included in conducting communication strategies developed by the Government. Croatian model demonstrates the importance of other, direct public communication models such as public lectures, seminars and conferences, organized by foreign missions in Croatia, various institutes and non-governmental associations. International developments as well as those in the neighbourhood have the impact on shaping the public opinion.

Keywords

public diplomacy; media; global media; country as a brand; euro-Atlantic integrations; communication strategies; activities of the Government and non-governmental sector; public support

Hrčak ID:

291353

URI

https://hrcak.srce.hr/291353

Publication date:

1.2.2009.

Article data in other languages: croatian

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