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Deglobalization is a current phenomenon. The downturn in global trade, the rise of populism and nationalism, and the new barriers to cosmopolitanism have led to the need to redefine the dynamics and scope of public diplomacy. Using Cull's taxonomy, it is possible to observe how deglobalization is affecting different public communication strategies, deinstitutionalizing the profession, and jeopardizing best practices. Accordingly, this article attempts to explain why, because of growing mistrust and suspicion, these are complicated times for public diplomacy, whose ethos has been distorted by the political structures of deglobalization, and to confirm a basic trend: the growing relevance of global political communication for international relations.

The new operational environment generated by the mass media revolution and the advent of the global information society lays the ground for a generalized re-emergence of public diplomacy (PD). After having been dismantled during the 1990s, this branch of foreign policy is undergoing a redevelopment phase within the chancelleries of many states around the globe. The growing salience of public opinion and the exponential development of the new information and communication technologies predispose this diplomacy of persuasion to play an increasing role at the forefront of twenty-first century international relations. In spite of the increased importance that public diplomacy is acquiring, the question of its real effectiveness nevertheless remains unanswered. For the moment, governments are still unable to determine to what extent their PD initiatives are able to influence foreign audiences or contribute to the achievement of their foreign policy goals. Without a valid evaluation tool, PD will remain condemned to play a secondary role within states' foreign policy systems. This article addresses the main aspects of this issue by analysing the many technical and methodological problems that are attached to PD evaluation, exploring research avenues that could remedy these gaps, and thus helping to resolve a problem that is still underestimated yet bound to become increasingly important in the 'hyper-media' age of international relations. Adapted from the source document.

AbstractThe new operational environment generated by the mass media revolution and the advent of the global information society lays the ground for a generalized re-emergence of public diplomacy (PD). After having been dismantled during the 1990s, this branch of foreign policy is undergoing a redevelopment phase within the chancelleries of many states around the globe. The growing salience of public opinion and the exponential development of the new information and communication technologies predispose this diplomacy of persuasion to play an increasing role at the forefront of twenty-first century international relations.Inspite of the increased importance that public diplomacy is acquiring, the question of its real effectiveness nevertheless remains unanswered. For the moment, governments are still unable to determine to what extent their PD initiatives are able to influence foreign audiences or contribute to the achievement of their foreign policy goals. Without a valid evaluation tool, PD will remain condemned to play a secondary role within states' foreign policy systems. This article addresses the main aspects of this issue by analysing the many technical and methodological problems that are attached to PD evaluation, exploring research avenues that could remedy these gaps, and thus helping to resolve a problem that is still underestimated yet bound to become increasingly important in the 'hyper-media' age of international relations.