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Research Project in International Cooperation:

Theory and Practice of Public Diplomacy

Graduate School of International Studies

Seoul National University

Course Number: 8752.827

Spring 2016

Dr. Kadir Ayhan

Class hours: Thursday 10:00 AM - 1:00 PM

Office hours: By appointment (Rm 302, Building 140-2)

Email: k.ayhan@snu.ac.kr, kadirayhan@gmail.com

Outline of the Course

The main target of this class is graduate students who are interested in public diplomacy. The

course aims at providing students with a theoretical and practical understanding of the recent

discourse on public diplomacy. As a consequence of increased importance of public opinion, a

new tool of diplomacy, namely public diplomacy, in which publics are addressed is developed.

Both the theory and practice of public diplomacy have seen an evolution since the first coining

of the term in 1960s. The course is concerned with understanding of the evolution of the theory

and practice of public diplomacy; relational, networked and collaborative approaches to public

diplomacy; non-state actors’ role in public diplomacy; media relations, educational and cultural

programs in public diplomacy. The course will present students the latest theoretical

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frameworks to analyze public diplomacy of different state and non-state actors.

Participation

You are expected to attend class, to arrive on time, and to come to class prepared to engage in

class discussion by doing the assigned readings, noting the key arguments, and identifying and

thinking about discussion questions and raising questions of your own. Please note that weekly

response papers and class participation cover 50% of your grade for this class.

Grading

Weekly response papers (25%)

Presentation (10%)

Discussion Participation (25%)

Final paper proposal (10%)

Final paper (30%)

Attendance is a basic requirement that all students enrolled to this course are expected

to meet.

Weekly Response Papers

In order to prepare for class discussion, you are required to submit half a page weekly response

paper. Weekly response papers should include the most important arguments from the reading

assignments and your own comments to them. This requirement needs to be turned in no later

than 10 AM, every Wednesday, via uploading on ETL.

Presentation

All students are required to make verbal presentations once on a particular essay question. You

can present your own analytical points on the basis of the required and recommended readings.

Students are required to upload their presentation materials on ETL before the class.

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Research Proposal and Final Paper

Students are required to write a final paper on a topic related to public diplomacy. The paper

should be analytical and responding to particular research questions. You need to choose a topic

and send your topic and research questions to the instructor by 5 October. The students will

present their research proposals in Week 13 and Week 14. The due date for the final paper is 19

December 11:59 PM.

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Part 1: Theory of Public Diplomacy

Week 1 (1 September Thursday): General Introduction of the Course

Nye, Joseph S. 2008. "Public Diplomacy and Soft Power." The ANNALS of the American

Academy of Political and Social Science 616 (1):94-109.

Week 2 (8 September Thursday): What is Public Diplomacy?

Required Readings:

Zaharna, Rhonda S. 2010. Battles to Bridges: U.S. Strategic Communication and Public

Diplomacy after 9/11. Edited by Donna Lee and Paul Sharp, Studies in Diplomacy and

International Relations. Basingstoke, UK: Palgrave Macmillan. Original edition, 2010.

Reprint, 2014. (Chapter 4)

Leonard, Mark, Catherine Stead, and Conrad Smewing. 2002. Public Diplomacy. London: UK:

Foreign Policy Centre. (Available online: http://fpc.org.uk/fsblob/35.pdf)

Gilboa, Eytan. 2008. "Searching for a Theory of Public Diplomacy." The ANNALS of the

American Academy of Political and Social Science 616 (1):55-77.

Kelley, John Robert. 2009. "Between ‘Take-Offs’ and ‘Crash Landings’: Situational Aspects of

Public Diplomacy." In Routledge Handbook of Public Diplomacy, edited by Nancy

Snow and Philip M. Taylor, 72-85. New York, NY: Routledge.

Recommended Readings:

Cull, Nicholas J. 2009. "How We Got Here." In Toward a New Public Diplomacy, edited by

Philip Seib, 23-48. New York, NY: Palgrave Macmillan.

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Golan, Guy J. 2015. "An Integrated Approach to Public Diplomacy." In International Public

Relations and Public Diplomacy: Communication and Engagement edited by Guy J.

Golan, Sung-Un Yang and Dennis F. Kinsey. New York, NY: Peter Lang.

Snow, Nancy. 2009. "Rethinking Public Diplomacy." In Routledge Handbook of Public

Diplomacy, edited by Nancy Snow and Philip M Taylor. New York, NY: Routledge.

Zaharna, Rhonda S. 2009. "Mapping Out a Spectrum of Public Diplomacy Initiatives: Information

and Relational Communication Frameworks." In Routledge Handbook of Public

Diplomacy, edited by Nancy Snow and Philip M. Taylor, 86-100. New York, NY:

Routledge.

Chuseok Holiday – 15 September Thursday

Week 3 (22 September Thursday): New Public Diplomacy

Required Readings:

Melissen, Jan. 2005. "The New Public Diplomacy: Between Theory and Practice." In The New

Public Diplomacy: Soft Power in International Relations, edited by Jan Melissen. New

York, NY.

Hocking, Brian L., ed. 2005. Rethinking the 'New' Public Diplomacy. Edited by Jan Melissen,

The New Public Diplomacy: Soft Power in International Relations. New York, NY:

Palgrave Macmillan.

Gregory, Bruce. 2008. "Public diplomacy: Sunrise of an academic field." The ANNALS of the

American Academy of Political and Social Science 616 (1):274-290.

Henrikson, Alan K. 2013. "Sovereignty, Diplomacy, and Democracy: The Changing Character

of International Representation-From State to Self." Fletcher Forum of World Affairs

37 (3):111-140.

Recommended Readings:

Melissen, Jan. 2011. "Beyond the New Public Diplomacy." Clingendael Paper, The Hague, The

Netherlands.

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Arsenault, Amelia. 2009. "Public Diplomacy 2.0." In Toward a New Public Diplomacy, edited

by Philip Seib. New York, NY: Palgrave Macmillan.

Heine, Jorge. 2006. "On the Manner of Practising the New Diplomacy." Re-Shaping

Diplomacy.

Week 4 (29 September Thursday): Relational Public Diplomacy

Required Readings:

Fitzpatrick, Kathy R., Jami Fullerton, and Alice Kendrick. 2013. "Public Relations and Public

Diplomacy: Conceptual and Practical Connections." Public Relations Journal 7 (4).

Riordan, Shaun. 2005. "Dialogue-based public diplomacy: a new foreign policy paradigm?" In

The New Public Diplomacy: Soft Power in International Relations, edited by Jan

Melissen. New York, NY: Palgrave Macmillan.

Zaharna, Rhonda S. 2011. "The Public Diplomacy Challenges of Strategic Stakeholder

Engagement." In Trials of Engagement: The Future of US Public Diplomacy, edited by

Ali Fisher and Scott Lucas. Leiden, Boston: Martinus Nijhoff Publishers.

Recommended Readings:

Ledingham, John A. 2003. "Explicating Relationship Management as a General Theory of

Public Relations." Journal of Public Relations Research 15 (2):181-198.

Grunig, James E. 1993. "Public relations and international affairs: Effects, ethics and

responsibility." Journal of International Affairs 47 (1):137-162.

Kent, Michael L, and Maureen Taylor. 2002. "Toward a Dialogic Theory of Public Relations."

Public Relations Review 28 (1):21-37.

Brown, Robin. 2012. "The Four Paradigms of Public Diplomacy: Building a Framework for

Comparative Government External Communications Research." International Studies

Association Convention, San Diego.

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Saunders, Harold H. 2013. "The Relational Paradigm and Sustained Dialogue." In Relational,

Networked and Collaborative Approaches to Public Diplomacy: The Connective

Mindshift, edited by R.S. Zaharna, Amelia Arsenault and Ali Fisher. New York, NY:

Routledge.

Week 5 (6 October Thursday): Networked Public Diplomacy

Required Readings:

Fitzpatrick, Kathy R. 2012. "Defining Strategic Publics in a Networked World: Public

Diplomacy’s Challenge at Home and Abroad." The Hague Journal of Diplomacy 7

(4):421-440.

Zaharna, Rhonda S. 2013. "Network Purpose, Network Design: Dimensions of Network and

Collaborative Public Diplomacy." In Relational, Networked and Collaborative

Approaches to Public Diplomacy: The Connective Mindshift, edited by R.S. Zaharna,

Amelia Arsenault and Ali Fisher, 173-191. New York, NY: Routledge.

Recommended Readings:

Brown, Robin. 2010. "Diplomacy, Public Diplomacy and Social Networks." International

Studies Association Convention (ISAC), New Orleans, Louisiana, 17-20 February

2010.

Castells, Manuel. 2010. "Preface to the 2010 Edition of The Rise of the Network Society." In

The Rise of the Network Society, edited by Manuel Castells. Oxford, UK: Wiley-

Blackwell.

Seo, Hyunjin. 2013. "The "Virtual Last Three Feet": Understanding Relationship. Perspectives

in Network-Based Public Diplomacy." In Relational, Networked and Collaborative

Approaches to Public Diplomacy: The Connective Mindshift, edited by R.S. Zaharna,

Amelia Arsenault and Ali Fisher. New York, NY: Routledge.

Zaharna, Rhonda S. 2005. "The Network Paradigm of Strategic Public Diplomacy." Foreign

Policy in Focus 10 (1):1-2.

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Zaharna, Rhonda S. 2007. "The Soft Power Differential: Network Communication and Mass

Communication in Public Diplomacy." The Hague Journal of Diplomacy 2 (3):213-228

Gass, Robert H., and John S. Seiter. 2009. "Credibility and Public Diplomacy." In Handbook of

Public Diplomacy, edited by Nancy Snow and Philip M. Taylor, 19-23. New York, NY:

Routledge.

Fisher, Ali. 2010. "Mapping the great beyond: Identifying meaningful networks in public

diplomacy." CPD Perspectives in Public Diplomacy, Paper 2.

Rowley, Timothy J. 1997. "Moving Beyond Dyadic Ties: A Network Theory of Stakeholder

Influences." Academy of Management Review 22 (4):887-910.

Week 6 (13 October Thursday): Collaborative Public Diplomacy

Required Readings:

Cowan, G., and A. Arsenault. 2008. "Moving from Monologue to Dialogue to Collaboration:

The Three Layers of Public Diplomacy." The ANNALS of the American Academy of

Political and Social Science 616 (1):10-30.

Fisher, Ali. 2013. "Standing on the Shoulders of Giants: Building Blocks for a Collaborative

Approach to Public Diplomacy." In Relational, Networked and Collaborative

Approaches to Public Diplomacy: The Connective Mindshift, edited by R.S. Zaharna,

Amelia Arsenault and Ali Fisher, 209-226. New York, NY: Routledge.

Hocking, Brian L. 2008. "Reconfiguring Public Diplomacy: From Competition to

Collaboration." In Engagement: Public Diplomacy in a Globalised World, edited by

Jolyon Welsh and Daniel Fearn. London: UK: Foreign and Commonwealth Office.

Available online:

http://www.clingendael.nl/sites/default/files/20080700_cdsp_chapter_hocking.pdf

Zaharna, R. S. and N. Uysal 2016. "Going for the jugular in public diplomacy: How adversarial

publics using social media are challenging state legitimacy." Public Relations Review

42(1): 109-119.

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Recommended Readings:

Brinkerhoff, Jennifer M. 2002. "Government–Nonprofit Partnership: A Defining Framework."

Public Administration and Development 22 (1):19-30.

Fisher, Ali. 2013. Collaborative Public Diplomacy: How Transnational Networks Influenced

American Studies in Europe: Palgrave Macmillan.

Hocking, Brian L., Jan Melissen, Shaun Riordan, and Paul Sharp. 2012. "Futures for

Diplomacy: Integrative Diplomacy in the 21st Century." The Hague, The Netherlands.

Scholz, John T., Ramiro Berardo, and Brad Kile. 2008. "Do Networks Solve Collective Action

Problems? Credibility, Search, and Collaboration." The Journal of Politics 70 (02):393-

406

Trent, Deborah Lee. 2012. "Transnational, Trans-Sectarian Engagement: A Revised Approach to

U.S. Public Diplomacy toward Lebanon." Doctor of Philosophy, Columbian College of

Arts and Sciences, The George Washington University.

Zaharna, Rhonda S. 2012. The 4th Quadrant of Public Diplomacy. E-International Relations.

Available online: http://www.e-ir.info/2012/11/06/the-4th-quadrant-of-public-

diplomacy/

Part 2: Practice of Public Diplomacy

Week 7 (20 October Thursday): Non-state Actors in Public Diplomacy

Required Readings:

Kelley, John Robert. 2010. "The New Diplomacy: Evolution of a Revolution." Diplomacy &

Statecraft 21 (2):286-305.

La Porte, Teresa. 2012. "The Impact of ‘Intermestic’ Non-State Actors on the Conceptual

Framework of Public Diplomacy." The Hague Journal of Diplomacy 7 (4):441-458.

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Zatepilina, Olga. 2009. "Non-state Ambassadors: NGOs' Contribution to America's Public

Diplomacy." Place Branding and Public Diplomacy 5 (2):156-168.

Kelley, John Robert. 2012. "The Agenda-Setting Power of Epistemic Communities in Public

Diplomacy." International Studies Association Annual Conference, San Diego.

Recommended Readings:

Zatepilina-Monacell, Olga. 2012. "High Stakes: U.S. Nonprofit Organizations and the U.S.

Standing Abroad." Public Relations Review 38 (3):471-476.

Zatepilina, Olga. 2010. "Why U.S.-Based Nonprofit Organizations Have a Stake in the U.S.

Standing: A Case Study in Public Diplomacy." 3437589 Ph.D., Syracuse University.

Zhang, Juyan, and Brecken Chinn Swartz. 2009. "Toward a model of NGO media diplomacy in

the Internet age: Case study of Washington Profile." Public Relations Review 35

(1):47-55.

Kelley, John Robert. 2014. Agency Change. London, UK: Rowman & Littlefield.

Ordeix-Rigo, Enric, and João Duarte. 2009. "From Public Diplomacy to Corporate Diplomacy:

Increasing Corporation’s Legitimacy and Influence." American Behavioral Scientist

53 (4):549-564

Week 8 (27 October Thursday): Non-state Actors in Public Diplomacy 2: Citizens

Required Readings:

Attias, Shay. 2012. "Israel’s New Peer-to-peer Diplomacy." The Hague Journal of Diplomacy

7 (4):473-482.

Bátora, Jozef, and Frank Van de Craen. 2006. "Public Diplomacy between Home and Abroad:

Norway and Canada." The Hague Journal of Diplomacy 1 (1):[53, 349]-[80, 353].

Huijgh, Ellen, and Caitlin Byrne. 2012. "Opening the Windows on Diplomacy: A Comparison

of the Domestic Dimension of Public Diplomacy in Canada and Australia." The

Hague Journal of Diplomacy 7 (4):395-420.

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Recommended Readings:

Huijgh, Ellen. 2012. "Public Diplomacy in Flux: Introducing the Domestic Dimension." The

Hague Journal of Diplomacy 7 (4):359-367.

Trent, Deborah Lee. 2012. "American Diaspora Diplomacy: U.S. Foreign Policy and Lebanese

Americans." Discussion Paper in Diplomacy, Hague, Netherlands Accessed 18 June

2015.

http://www.clingendael.nl/sites/default/files/20121206_discussionpaperindiplomacy_1

25_trent_beveiligd.pdf.

Week 9 (3 November Thursday): Public Diplomacy beyond National Interests

Required Readings:

Castells, Manuel. 2008. "The New Public Sphere: Global Civil Society, Communication

Networks, and Global Governance." The ANNALS of the American Academy of

Political and Social Science 616 (1):78-93.

Henrikson, Alan K. , ed. 2005. Niche Diplomacy in the World Public Arena: the 'Global

Corners' of Canada and Norway. Edited by Jan Melissen, The New Public Diplomacy:

Soft Power in International Relations. New York, NY: Palgrave Macmillan.

Kaul, Inge. 2001. "Global Public Goods: What Role for Civil Society?" Nonprofit and

Voluntary Sector Quarterly 30 (3):588-602.

Recommended Readings:

Ang, Ien, Yudhishthir Raj Isar, and Phillip Mar. 2015. "Cultural diplomacy: beyond the national

interest?" International Journal of Cultural Policy 21 (4):365-381.

Kaul, Inge. 2012. "Global Public Goods: Explaining Their Underprovision." Journal of

International Economic Law 15 (3):729-750.

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Week 10 (10 November Thursday): Media Relations in Public Diplomacy

Required Readings:

Gilboa, Eytan. 2001. "Diplomacy in the Media Age: Three Models of Uses and Effects."

Diplomacy & Statecraft 12 (2):1-28.

Pamment, James. 2014. "The Mediatization of Diplomacy." The Hague Journal of Diplomacy 9

(3):253-280.

Hocking, Brian L., and Jan Melissen. 2015. "Diplomacy in the Digital Age." Netherlands

Institute of International Relations' Clingendael' The Hague, The Netherlands.

Recommended Readings

Gilboa, Eytan. 2000. "Mass Communication and Diplomacy: A Theoretical Framework."

Communication Theory 10 (3):275-309.

Nurmi, Maria. 2012. "Social media in public diplomacy: survey on the social media

communication of the Finnish missions abroad." Master's, Department of

Communication, University of Jyväskylä.

Zhang, Juyan. 2013. "A Strategic Issue Management (SIM) Approach to Social Media Use in

Public Diplomacy." American Behavioral Scientist 57 (9):1312-1331.

Powers, Shawn, and Ahmed El Gody. 2009. "The Lessons of Al Hurra Television." In Toward a

New Public Diplomacy, edited by Philip Seib. New York, NY: Palgrave Macmillan.

Bjola, Corneliu, and Marcus Holmes, eds. 2015. Digital Diplomacy: Theory and Practice.

Edited by Corneliu Bjola and Markus Kornprobst, Routledge New Diplomacy Studies.

New York, NY: Routledge.

Week 11 (17 November Thursday): Exchange Programs in Public Diplomacy

Required Readings:

Byrne, C. (2016). "Australia’s New Colombo Plan: Enhancing regional soft power through

student mobility." International Journal: Canada's Journal of Global Policy Analysis.

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Scott-Smith, Giles. 2008. "Mapping the Undefinable: Some Thoughts on the Relevance of

Exchange Programs within International Relations Theory." The ANNALS of the

American Academy of Political and Social Science 616 (1):173-195.

Snow, Nancy. 2009. "Valuing Exchange of Persons in Public Diplomacy." In Routledge

Handbook of Public Diplomacy, edited by Nancy Snow and Philip M Taylor. New

York, NY: Routledge.

Recommended Readings:

Zaharna, Rhonda S. 2010. Battles to Bridges: U.S. Strategic Communication and Public

Diplomacy after 9/11. Edited by Donna Lee and Paul Sharp, Studies in Diplomacy and

International Relations. Basingstoke, UK: Palgrave Macmillan. Original edition, 2010.

Reprint, 2014. (Chapter 6)

Zaharna, Rhonda S. 2012. "The Cultural Awakening in Public Diplomacy." CPD Perspectives

on Public Diplomacy, Los Angeles, CA. (Available online

http://uscpublicdiplomacy.org/sites/uscpublicdiplomacy.org/files/legacy/publications/pe

rspectives/Paper_4_2012_Cultural_Awakening.pdf)

Mueller, Sherry. 2009. "The Nexus of US Public Diplomacy and Citizen Diplomacy." In

Routledge Handbook of Public Diplomacy, edited by Nancy Snow and Philip M.

Taylor, 101-107. New York, NY: Routledge.

Schneider, Cynthia P. 2009. "The unrealized potential of cultural diplomacy:“Best practices” and

what could be, if only…." The Journal of Arts Management, Law, and Society 39

(4):260-279.

Rhoads, Kelton. 2008. "The Culture Variable in The Influence Equation." In Routledge

Handbook of Public Diplomacy, edited by Nancy Snow and Philip M Taylor. New

York, NY: Routledge.

Week 12 (24 November Thursday): Korea’s Public Diplomacy

Required Readings:

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Kim, Taehwan. 2012. "Paradigm Shift in Diplomacy: A Conceptual Model for Korea's 'New

Public Diplomacy'." KOREA OBSERVER 43 (4):527-555.

Ma, Youngsam, Junghe Song, and Dewey Moore. 2012. "Korea’s Public Diplomacy: A New

Initiative for the Future." The Asian Institute for Policy Studies, Seoul, Korea.

Kang, H. (2015). "Contemporary cultural diplomacy in South Korea: explicit and implicit

approaches." International Journal of Cultural Policy 21(4): 433-447.

공공외교법, available at:

http://www.law.go.kr/%EB%B2%95%EB%A0%B9/%EA%B3%B5%EA%B3%B5%E

C%99%B8%EA%B5%90%EB%B2%95/(13951,20160203)

Required Assignment:

Carefully observe the websites of Korea Foundation, World Friends Korea, KOICA, Korean

Culture and Information Service and VANK.

Recommended Readings:

Park, Se Jung, and Yon Soo Lim. 2014. "Information networks and social media use in public

diplomacy: a comparative analysis of South Korea and Japan." Asian Journal of

Communication 24 (1):79-98.

Week 13 (1 December Thursday): Final paper proposals

Week 14 (8 December Thursday): Final paper proposals

Week 15 (15 December Thursday): Final paper