Public diplomacy and the importance of soft power in a complex international system

It is undisputable that today’s diplomacy or the so-called “new diplomacy” is greatly challenged by a more complex international system where non-state actors and a more informed world require a new approach in the conduct of diplomacy. Globalization has gradually affected not only intra-state relations but also the conduct of politics in general, it is no longer an exclusive matter reserved for a certain elite. Accountability and public scrutiny have transformed substantially the way not only diplomacy but also politics are conducted. The “information age” we live in today makes manipulation of public opinion a very hard task. Today’s diplomacy is faced with a constant bombardment of scrutiny where a state’s actions need to always be not only justified but also presented within a moral framework. The example of George Bush’s Junior war against his infamous Axis of Evil shows to what extent moral conduct has become an internationally accepted norm after World War II. Free the Iraqi people from Saddam and install democracy covered up the more self-interested intention of a wider influence in the Middle East and control over oil resources. This launched crusade of peace and democracy of course miserably failed for a simple reason George Bush words did not synchronize with the actions on the ground,which brings up the question of the role and importance of soft power in the promotion of a state’s interests. An effective promotion of soft power nowadays needs to include a variety of elements from non-state actors to the internet. Public diplomacy can only be effective when the promotion of certain interests can be mutually recognized: you need to convince the other party that what you want is what they want and vice-versa. The role of the “new diplomacy” is to take into consideration the new perspective that elements such as non-state actors can bring to diplomacy that can encompass a variety of different approaches and views that can only compliment the already set rules of the “old” diplomacy. A greater flexibility is therefore an imminent part of this new era in the conduct of diplomacy. A more successful bilateral, multilateral and polylateral diplomacy need to be backed up by a greater credibility of the state’s “good” intentions therefore a successful and intensive conduct of public diplomacy.