Strategic Publics in Public Diplomacy: A Typology and a Heuristic Device for Multiple Publics

in The Hague Journal of Diplomacy
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Summary

How do governments select their public diplomacy targets? Officials can shake hands with important allies’ presidents, they can honour writers from far-away states, or they can visit slums to meet victims of violence. This article proposes a conceptual typology of strategic publics based on two dimensions: the strategic importance of the represented polity; and the individual’s power position. The variables are parallel to universal psychological dimensions of social cognition — that is, warmth and competence — and they are combined with diplomatic theories revolving around the primacy of representation. Six ideal types of strategic publics are defined and exemplified. The typology integrates governmental and non-governmental, foreign and domestic, and elite and non-elite publics. In addition, the article proposes a three-level heuristic device that facilitates the analysis of cases with multiple publics. The proposed analytical tools seek to stimulate future efforts to refine conceptualizations of strategic publics.

Strategic Publics in Public Diplomacy: A Typology and a Heuristic Device for Multiple Publics

in The Hague Journal of Diplomacy

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    An illustration of the typology of strategic publics.
  • View in gallery
    A three-level model of public diplomacy (with arrows to denote relational ties to be explored)
  • View in gallery
    An analytical model for public diplomacy in which the traditional intergovernmental level and the mass public level are disaggregated into various components

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