1.

Diplomacy [Andrew Cooper]

Conduct of relationships among int’l actors by peaceful means. Diplomats are not
policymakers, they execute them and influence policies. They are representative.
1. Modern diplomacy
Diplomacy is representational activity since history (sending envoy or representative is v
ancient practice, but in the modern era, diplomacy is an expertise and is a specific
terminology. It created protocol that makes it a distinct profession, developing lexicon
(specific terms/language). Its practices are influenced by the legal field (law). Consolidated
by Congress of Vienna (1815).
1. Treaty of Westphalia
The beginning of modern state system. State interest as the only direction for national policy.
Rules, common regulations, protocols are legal treaties which is a form of diplomacy.
1. Law of nations (1758)
Represented the treaties that members of Westphalia treaty recognized as legitimate.
1. Classical diplomacy
Bilateral (relationship between 1 state to another). A sealed world, only members of
aristocratic/elites take part. Far from the public ears. The issues were about
sovereignty/war/peace-making/territory.
1. Congress of Vienna (1815)
Codified modern diplomacy, reorganized Europe after French Revolution. They codified
modern diplomacy, a code of conduct for diplomatic relation/modern diplomacy.
7. Tributary System
a set of ideas and practices developed and perpetuated by the rulers of China over many
centuries. The system involved exchanges of gifts between foreign rulers and the Chinese
emperor.
8. Paris Conference (1919)
After WWI, there’s more need to codify. This conference is the end of diplomatic secret and
secret alliances—since they are believed to have led states to warfare. President Wilson’s
idea is open diplomacy, if diplomacy is more transparent to the public, war can be avoided
because public doesn’t want war.
9. Summit Diplomacy
New mode of public diplomacy that emerged after WWI. A more open and transparent
diplomacy. A type of conference diplomacy used by international governments in which the
heads of state meet for face to face negotiations. In 1950, Winston Churchill was the first
person to describe a meeting of leaders of major power countries as a summit.
10. League of Nations
Multilateral. A new era of diplomatic practices. Start having public debates, collective
decision making, open discussion between states representative.
11. Vienna Convention (1961)
Established guidelines, definition/list of duties of each member of diplomacy missions.
Codifying existing diplomatic practices, allowing new states to catch up.
1. Functions of diplomats
As defined by Vienna Convention 1) representation 2) protection 3) negotiation 4)
observation 5) promotion
13. Traditional functions that diplomats accomplish
 1. Negotiation
2. Representation (promoting)
3. Communication (gather info and transfer them for foreign policy)
14. Turning point of diplomacy
End of Cold War is the turning point of diplomacy (tadinya war conflict only—now we have to
integrate multiplication of issues, not only growing but diversifying) Multilateral/bilateral
standards transform IR, also the legal issue of how it should be managed. Multiplication of
actors, more IOs, NGOs, added terminology and complexity of diplomacy for diplomats.
15. Cold War Comfort
Both sides could more or less predict the action of the other side. States are the main actors,
and alliances and formed in formal ways sharing belief in national sovereignty. The rules are
clear from diplomatic POV.
16. More complex forms of diplomacy
Then changes from non-aligned movement, challenging the bipolar order. There are more
developments, limited forms of globalization, limited emergence of non-state actors as part in
int’l affairs—intensified after the Cold War, having a direct impact on diplomacy. Because
there are transnational challenges, collective actions is needed, so the national level seemed
to be useless. But many say diplomats are more relevant, so they have to adapt to changes,
development and transformation.
1. 5 main areas of change in diplomacy
1) Expanding number of actors
a. Civil society (NGOs). Agenda setting sometimes are even
greater and more effective than the government, so diplomats
have to work with them. Legitimacy is questioned because they
are not elected.
b. Multinational corporations. Representation to negotiate with
foreign govt and policymakers. E.g. World Eco Forum, Bilderborg
Group.
c. Regional organizations (ASEAN, EU)
d. Religious organizations
e. Transnational terrorist groups. Have to be integrated and
thought about in international affairs by diplomats.
f. Individuals. Directly contribute to int’l foreign policy. E.g. Bill
Gates.
2) The scope of issues, subject matter that diplomats work with—beyond
high politics
3) Level in which diplomatic interaction/activity takes places.
Localànationalà regionalà global.
4) Identity of apparatus/ machinery of foreign policy. The institutions are
transforming.
5) Modes/techniques of diplomacy. Engaging with social media, summit
diplomacy, trans governmental networking. The pace of diplomacy
increases.
 So work of diplomats are more complex, and the dynamics change. Questions become more
technical so more cooperation between countries are needed and diplomats have to work
with experts.
1. Track-one diplomacy
The standard form of diplomacy, involving interaction between 2 or more official actors.
Official government diplomacy whereby communication and interaction is between
governments.
19. Track-two diplomacy
Interaction involving official and non-official actors. Include non-official interaction in informal
ways (anyone that is not govt. representative). The unofficial interaction and intervention of
non-state actors.
1. Para diplomacy
Involvement of subnational entities in int’l affairs (regions, cities, provinces). E.g. States in
the U.S. directly involved in international affairs about climate change and make changes.
Intinya ga cuma states.
1. Club diplomacy
The traditional form which is very exclusive, secretive, elite, hierarchical. The work is based
on written communication with small number of players. E.g. Congress of Vienna.
1. Network diplomacy [transition]
An inclusive, open, transparent, and horizontal form of diplomacy. Large number of players,
more oral communication with a more horizontal structure.
The work of diplomats have to be in the intersection of the two. Diplomats have to require public
diplomacy skills because there are new tech and global media scrutiny. Diplomats have to be
proactive and use all channel to convey their message effectively.
1. 3 main consequences of news media/communication technology
1) Availability of those to gather information. It’s easier to gather
information. Informational role becomes analysing the info. Informationà
analysis.
2) Speed. Diplomats have to respond as fast as possible.
3) Democratize access to info and enable public to be intergrated to an
extent in foreign policy making.
1. Democratization and globalization
2 trends to promote the spread of transparency.
-Democratization is the flow of info to the public. For democracy to work, transparency is
needed.
-Globalization is when you can get info from blogs from people all around the world, e.g. from
a specific country yang lagi intervention, more sources. Communication between different
civil societies.
Wilson’s 14 points asking for transparency—needing these 2 things. Democratization
enables citizens to have more say and effect to policy making and government officials to be
more accountable.
Because of scrutiny, diplomats have to adopt a new language, a kind of communication. Better
public diplomacy tool is a result of demand for transparency.
25. Credibility
 A key element in putting successful public diplomacy. Public is more aware of potential
biases, they have more access to non-official sources, objectivity, compare narratives.
Ada limit to transparency, so states (sovereignty) and companies (inconvenience; corporate
confidentiality) have not embraced them, in control of the info they put out there, so they resort to
public diplomacy—being proactive.
Technology brings about the age of transparency. Satellites and drones give public accessibility.
26. Diplomacy [N. Cull]
Diplomacy as actors’ attempt to manage int’l environment through actor to actor contact.
1. Public diplomacy [Edward Gullion coined the term]
§ Government to public/society contact. A form of image management the U.S. undertook.
§ Goal: attracting.
§ Long term objectives.
§ About building relationship, done usually in peaceful times.
§ Effective actors include NGOs (offering expertise, credibility, networks), diasporas
(bridging culture), political parties (outreach collaboration [cross-border w other political
parties]
§ Govt. are talking to the global publics—which purpose is to inform and influence the public
to support the country’s national objectives and foreign policies.
3 dimensions of effective public diplomacy:
1. first and most immediate dimension is daily communications, which involves
explaining the context of domestic and foreign policy decisions. Both to domestic
and foreign press.
2. strategic communication, which develops a set of sim ple themes much as a
political or advertising campaign does. Plans symbolic events and
communications over the course of the next year to reinforce central themes or to
advance a particular government policy
3. The third dimension of public diplomacy is the development of lasting
relationships with key individuals over many years through scholarships,
exchanges, training, seminars, conferences, and access to media channel

1. Propaganda
§ Projection of information to persuade foreign audience of a political POV/cause (biased to
promote certain agenda)
§ Goal: persuasion (controlling and manipulating information) (framing info in a way)
§ It’s a one way flow of information (coercive)
§ Technique used in war because transparency is dangerous, secrecy is more beneficial for military.
And persuade the public that the war is justified. Persuade them the validity of policy strategy.
§ Short-term

30. Purposes of public diplomacy

o Generate support of a strategy/policy
o Create enabling environment. Ensuring public opinion in other countries is
generally in favour. Anticipate potential tensions, to show that ur country is
welcomed, not only between govt. but also public opinion. Proactive in preventing
conflict.
 o Get credibility.
States can get material benefits (economic), collaboration and partneships (political), and social
benefits.
1. Ontological insecurity [C. Browning]
State does not have a stable sense of being/subject. They want to be liked to know where they
are, a stable sense of identity. States want to be liked/appreciated/recognized by other states to
achieve ontological security and recognition.
1. Niche diplomacy
Focus on a specialized (one) question with objective to be recognized as an expert at this
question. E.g. Canada-refugee; Norway-conflict resolution). Middle power states usually
practice this.
1. New public diplomacy [J. Melissen]
Beyond public diplomacy. While public diplomacy is a state to people (G2P), new public
diplomacy is people-to-people (P2P).
It is transparent and inclusive, participative. E.g. Swedish foreign ministry twitter-citizens
yang ngetweet. E.g. diasporas.
34. Mass media channel are used by States to affect general public directly.
- Influence
- Which subject gets on the table, how they’re framed by
info broadcasting/mass media.
1. 2 phases of mass media/information broadcasting by states
Governments compete to frame news in ways that favour their national interest through
mass media.
1) First phase (WWI-1980s): int’l government sponsored broadcasters
provide info in a way similar to propaganda and non-reflexive. Done
during the war: deceptive and secretive. Holland was first, china was
second.
2) Second phase: emergence of private-sponsored broadcasters.
Started at 1980s, and intensifies at the end of the Cold War. Private
global news network that are more credible emerged. E.g. CNN,
Al-Jazeera, Fox News, France 24, etc.
As they are driven by profit, they are more credible because they are not promoting any ideological
message. The still function as a tool of PD to an extent. The contest of media narrative, they are
framing stories in a particular perspective, competing for more credibility. Instead of framing the info,
they frame the real stories in a particular perspective.

De-territorialization of information means that the owner of the network is not where network is
based. Who is funding the network, where the money is coming from harus tau if its not sponsored
by the state. Private news networks are usually from emerging countries bc they want to tell their
story, instead of colonial/great powers. Objectivity does not exist because sources come from a
certain perspective. But the idea is that news consumer are aware of the source/perspective, they
want to look at news from different perspective.

E.g. France 24 from French perspective.

E.g. Russia Today to reshape Russia’s image, news from Russian perspective.
36. Hybrid model of news network
E.g. Al-Jazeera, sponsored by the State, but still serve like private-sponsored broadcasters,
meaning that they don’t purposely frame news in a certain way to create propagandas etc. They are
still credible and high quality with global staff.
1. CNN effect [coined by Friedman during the Gulf War]
CNN is the 1st private news network. This term is for CNN’s (now not only CNN) impact on
foreign policy by using visual images. The use of live media to bring attention to casualties to
bring humanitarian intervention. In short, effect of live news media on foreign policies.
states that CNN's use of shocking images of humanitarian crises around the world compels U.S. policy
makers to intervene in humanitarian situations they may not otherwise have an interest in. It had a major
impact on the conduct of states' foreign policy in the late Cold War period and that CNN and its
subsequent industry competitors have had a similar impact in the post Cold War era.
1. Empathy framing
News media share images of humanitarian crisis in a way that empathy is created between
the viewers and victims of the crisis. A plea for action. This creates incentives for govt. to do
sth. that affects foreign policy.
1. Distance framing
Info/images are framed in a way that creates distance between viewers and victims. Less
incentive for govt. to intervene.
1. Impediment effect (Vietnam syndrome)
Images/info lead to intervention (public opinion)???????
a term used to refer to public aversion to American overseas military involvement
1. Soft Power [Joseph Nye]
Nye bilang that power= ability to influence the action of others. There are 3 ways 1. Coerce
with threat (military), 2. Induce change through payments (sanctions/rewards), 3. Attraction
and co-optation.
Nye bilang that there is a shift in the nature of power, from coercive (make others do what
you want) to co-optive (make others want what you want/make others want to do what you
want to do)
Soft power rests on the ability to shape the preferences of others. Not just influence, it is also the ability to
entice and attract.
Soft Power is the capacity to shape the political agenda in a way that shapes the preferences
of others. (U.S.’ use of WTO to make free trade preferable).
Soft power is the universalism of culture, whether citizens from the world can project
themselves/apply it to them. It is the ability to establish institutions/rules.
The resources/elements of soft power include:
1. Culture – in places where it is attractive to others
2. Political values – when it lives up to them at home and abroad
3. Foreign policies – when they are seen as legitimate and having moral authority
You need to have this to have soft power:
Ø its culture and ideas are able to become global norms
Ø nations need to have access to multiple communication channels to project its interest
Ø credibility is enhanced by its int’l and domestic behaviour.
1. Hard Power
 Military and economic means to influence the behaviour of others. E.g. coercive threat,
payments, etc.
1. Smart power
Combines hard and soft power resources effectively. involves the strategic use of diplomacy,
persuasion, capacity building, and the projection of power and influence in ways that are
cost-effective and have political and social legitimacy
1. PD and Soft Power
Public diplomacy is an instrument that governments use to mobilize these resources to
communicate with and attract the publics of other countries, rather than merely their
governments. Public diplomacy tries to attract by drawing attention to these potential
resources through broadcasting, subsidizing cultural exports, arranging exchanges, etc. But
if the content of a country's culture, values, and policies are not attractive, public diplomacy
that "broadcasts" them cannot produce soft power. PD can promote soft power.
1. Strategic Narratives
A means of soft power. Projecting stories for a specific purpose to a specific interest To
organize different events into a story (give meaning to events) and interpret events according
to the storyline. Tying all the different events and make it into a story (that there is a specific
purpose to the different policies/events the govt. has taken). You are also telling/assigning
specific roles to other nations. It gives meanings to events but also create expectation. There
are 3 types.
Narratives are creating performative standards (leads to policy making decision) for other
actors.
1. International system narratives
Describe how the world is structured, who the players are, and how it works. E.g. Cold War, War on
Terror, Rise of China.
1. National narrative
What the story of the state or nation is, what values and goals it has. Examples of national
narratives include the US as peace-loving and historically committed to freedom and
democracy (in the US), and the US as world bully (in other parts of the world). E.g. Brexit
and Non-Alignment movements, Norway’s niche diplomacy.
1. Issue narrative
Relate to specific policy questions. Set out why a policy is needed and desirable, and how it
will be successfully implemented or accomplished. Issue Narratives set governmental
actions in a context, with an explanation of who the important actors are, what the conflict or
issue is, and how a particular course of action will resolve the underlying issue. Deal with
reforms/interventions. E.g. US-China trade war. Can be national and international.
1. Nation Branding
Using marketing and advertising technique to promote the image and identity of a country.
Creates high competitive national image. The idea is that global marketplace of nations (like
companies, they have to compete so they have to advertise).
It can bring material benefits, attracting capital (financial and human capital—tourist, FDI,
skilled labor, foreign students, etc).
It can make national companies more competitive. Hence the term country of origin effect.
Bring symbolic gains (if nation has good brand, it can be seen as more legitimate in int’l
discussion, better status and more authority in diplomatic arenas).
 Menurut Van Ham, NB is a positive phenomenon because it can mitigate the dev op
antagonistic forms, focusing on nation brand and the uniqueness of the country instead of
military dll.
50. Country of origin effect
If the country has good image, companies can also sell more. Known as nationality bias is a
psychological effect describing how consumers' attitudes, perceptions and purchasing
decisions are influenced by products' country of origin labelling.
1. Competition state [P. Cerny] *dibawah ada lagi
The idea of competitiveness transform the states. A change of state form.
States have a new purpose, from ensuring welfare to attracting capital. Separation between
public and private sector becomes less obvious.
NB corresponds to this, that states have to have positive and distinct image to differentiate
themselves from other states.
1. Global competitiveness
States have to behave like companies. And the state has to intervene to make companies
more competitive, which makes itself more competitive as it can translate to policy
making—attracting global capital.
States have to integrate tools that companies use in their mission to attract capital.
53. Cool Britannia, Cool Japan
The aim of Cool Britannia was to update the image and reputation of Britain with the help of popular
culture (Leonard 1997). Cool Japan takes after Cool Britannia in its focus on popular culture and
youth phenomena.
1. Performative role
There are rankings/benchmarking. Because of competition, they have to be evaluated and
rated. One of which oleh Anholt GFK Nation Brands Index with 6 different components
(export, immigration, governance, culture, tourism, people). Indexes2 ini participate in
organizing world politics in hierarchical order. It creates standards of what a good state
is/should be. Assuming certain types are better than others.
1. Competitive identity
Good marketing campaign is needed, but also act on in terms of policies to have this
competitive identity. States have to be proactive, giving solutions to problems, provide
foreign aid, support entrepreneurs in global market.
1. Good country
How much a country contributes in solving int’l problems. Countries take responsibilities to
address key problems.
1. City Branding
Cities require more and more power to become political actors. Power of cities come from its
financial capital. Tp, although cities are gaining more power, it is distant/different from the
powers that states pursue.
1. Global cities [S. Sassen]
Cities are decision making centres in global economy. Cities which are primary global
economic network, heavily involved in global trade. Global cities like Tokyo, New York,
London are more2 independent from states. Host HQs of transnational companies, research
centres, financial market, etc.
1. Homogenization
 Cities share a similar set of attributes all cities are trying to protect e.g. cleanliness,
technology, multiculturalism, low crime rate, accessibility, etc.
1. Creativity
1 key attribute cities are trying to promote in response to R. Florida who argues there are
classes called ‘creative classes’. Innovative young people generate ideas that sell in
post-industrial society/economy. This is a key human capital. Cities should be creative to
attract creative classes to stay and invest.
1. High culture
Traditional forms of culture e.g.literature, sculpture. Identifies the culture of aristocrats, upper
class.
1. Popular culture
From the end of Cold War, this is promoted because high culture could no longer attract.
64. Cultural diplomacy
Culture is an important factor of soft power. There are cultural institutes like Confucius institute,
British Council, dll to promote the language, culture, dll of a certain country—they are interface to
provide cultural values for foreign audience, usually govt-funded.
In the 2nd half of 19th century, culture is commonly understood as an instrument for European
imperialism. However, this idea is actually flawed/wrong. It responds to state-building necessities
(domestic needs). There are 4 phases
1. 4 phases of cultural diplomacy
1) Cultural nationalism- cultural diplomacy as a way to solidify themselves
(Germany & Italy) as nation states. Culture as a way to create national
unity.
2) Cultural propaganda- used from strategic purpose. CD is associated w
the rise of ideology totalitarianism. Propaganda to promote
totalitarianism.
3) Cultural diplomacy – used to convey the most vital elements of one’s
culture. To display the success of a particular economic model. Cultural
warfare. Cultural achievement as a symbol of a political economic model.
4) Cultural capitalism – starts after the Cold War till now. CD becomes
more market-driven and standardized. More exchanges and states’
export of national cultural industries (pop culture) generate revenues. CD
and commercial diplomacy merge together. Attention to audience’s
demand, content of the programs is tailor-made to audience)
1. Cinematic diplomacy
Cinema in the politics history is used as a tool of propaganda. E.g. October – Eisenstein, the
Fall of Berlin- Stalin. After the Cold War, it was privatized. It projects foreign policies and
social actors, marginalization, tool for cultural imperialism?
It can bring influence to different countries. E.g. Colombia as a drug-dealing country
67. Sports diplomacy
There is a reluctance to use sports as an instrument for diplomacy by liberal democracies. Myth of
autonomy – sports is separate from politics. Tapi authoritarian thought otherwise.
Sports/competing through non-military means can build relationships and mediate conflictual
relationships. Sharing information and increase awareness of nations achievements through sports.
e.g. Ping pong diplomacy (US-China)
 e.g. Wrestling diplomacy (US-Iran)
e.g Cricket diplomacy (India-Pakistan)
Sports diplomacy corresponds to evolution of diplomacy.
There is an increase in involvement of non-state actors in diplomacy processes like NGOs,
sports federations.
It helps build people to people relationships through interaction of different athletes and
audiences. P2P public diplomacy hubungan.
Int’l Olympic Committee—organized world Olympics. Hierarchical, not inclusive, old way of
doing diplomacy.
Terus Olympics during Cold War dijadiin tools for boycotting each other gitu2 deh. Used as
neopolitik, a non-violent instrument of real politics instead of peaceful competition. So it became
counterproductive. Instead of building relationship and mediate conflicts, justru generate/modify
hostility.
68. Internet Freedom
Internet Freedom as an instrument of democratization.
Internet can be a tool of public diplomacy through the promotion of transparency, dialogue, people to
people, access to education/information.
Some of the dangers include cyber criminality, cybersecurity, censorship, propaganda (to
promote ideologies, dll)
69. Social media
Social media as a cheap and efficient way to project narrative, but also resource intensive (hrs
invest). It shouldnt be only about spreading information but creating conversations, and to do that
you need to hire people to respond to users, to monitor. Tp kalo states ga invest in human
resources, bs backfire.
Difficult to control social media campaigns and outcomes. E.g. #bringbackourgirls campaign ini justru
bukannya balikin those kidnapped girls tp malah kasih ide ke yang mencuri untuk utilize social media
(e.g. tunjukkin video girls nya pas authority was threatened)
70. Instrumental view of social media
Immediate access. Now. Emphasize that access to information over access to discussion. It
overestimates the value of broadcast media and access to information while underestimating
the value of media that allow citizens to communicate privately among themselves.
71. Environmental view of social media
Social media is as long term tools that can strengthen civil society and the public sphere.
Strong public sphere precede positive changes in a country including pro-democratic regime.
Social media bs develop ideal democratic society, long term, civil society development.
Through constant interaction, the most important aspects of political opinions are formed.
Assumes that little political change happens without the dissemination and adoption of ideas and
opinions in the public sphere.
72. Violence and propaganda
Violence and propaganda have a lot in common. Both are creating and modifying others’
behavior by coercion, use of force. Propaganda have the same purpose but thru persuasion,
rather than coercion. Terrorism is a combo of force and persuasion.
73. Terrorism
Terrorist groups use social media to explain its political purpose/narrative, Propagate
ideology, and Recruit new members.
 More sophisticated use of social media (dari password protected forum to open social
platform), more and more actors that participate but less control.
ISIS really incorporate internet and social media in their propaganda activities.
74. Counter strategic narrative
Done by the states as a response/to counter terrorist groups. State actors should undermine
those narrative, highlight the contradiction in the messages, and challenge the messages
including thru online means.
75. Parochial strategic narrative
Make the world black and white. Based on dichotomies, strong oppositions btwn different groups of
people. Kalo ga A ya B. Kalo ga B, ya A. Terroris pake religion (Islam) untuk protect their political
strategic narrative.
76. Terrorist groups also use rhetoric—use of language as persuasion for persuasive purposes.
Aristotle bilang ada 3 intertwined techniques of persuasion:
· Ethos -- creating a trustworthy authentic image. Building credibility.
· Logos -- rational argumentation
· Pathos -- manipulating (using) emotions
Terrorist groups use Rhetoric , not the amount of material power but their use of rhetoric and these
techniques to make them effective. They also use multilingual platforms (constantly updated,
investing in human resource, created as brands for themselves)
Contoh ethos→ pake Islam and Koran untuk build its strategic narrative as credible and
trustworthy
Contoh logos→ creating parochial worldview, justifying the use of violence untuk defend their
people (atau Islam), and identify enemies
Contoh pathos→ ituin fear with violence and also images of kittens.

78. 2 main ways/configuration NGOs contribute and participate in diplomacy

NGOs. Non-profit, private orgs. that pursue agendas of social interest (on questions they
consider relevant and beneficial to the whole society). Can have local and very global agendas
(scale).
· NGOs work as partners with national public diplomacy strategies and actors in
state-led diplomatic strategies (official diplomats)—complement them, bring
expertise, outreach, advocacy, experience, relationship building, communication in
the state-led diplomatic mission. Partners of the government.
● Independent/autonomous political actors .They can also have a greater role and be part of
political actors in their own right. They can act independently pursuing their own political
agenda. They engage in communication and relationship building w global audiences to
create enabling environment to defend their specific agenda. w
● the idea that they want to gain political power and legitimacy. Trajectory to use promotional
strategies to pursue their independent political agendas.

State actors and private actors have similar objective. Are private actors legitimate (legitimacy is a
big issue)? Corporations and NGOs can amp diplomats in their diplomatic mission, so they can be
legitimate thanks to their expertise and knowledge, contribute with knowledge.
But such private actors can also develop their own political interest, independent from states’. And
they contribute in public diplomacy to advance their own political interest-- create their own political
agenda and to advance them they use public diplomacy instruments.

79. Elements NGOs can bring to public diplomacy

- Specialized expertise, diplomats have general understanding of IR, tapi ga expert in specific
questions. (contents)
- familiarity with civil societies. More likely to know build relationship w civil society. Bs bring cultural
awareness, bring knowledge of civil society.
- aura and image of expertise. Makes policies more acceptable.
- neutrality—hence more credible
80. Commercial diplomacy
A govt. driven approach/form of diplomacy to promote home country businesses (national
corporation) abroad/in the global marketplace using diplomatic channel and processes. Creating
favourable conditions national corporations abroad.
It can be combined with public diplomacy that the idea of having an attractive/positive national
image, this can create an environment for national business to be more accepted and welcomed.
They go hand in hand.
81. Competition State [Cerny 1997]
Intinya balik lagi ke yang diatas, bukan lagi ensure welfare tp role states juga harus attract
capital and revenues. One way is through commercial diplomacy, dimana states should make
sure that national corporations/businesses are competitive enough, promoting and favoring them
in the global marketplace. Yang eventually generate revenues and capital for the state itself.
Role of the state is to attract international investors and states should favour national companies in
international competition. Not only promoting the state itself for investors to come, but also make
sure the nation state competitiveness by promoting national companies in the global competition and
make sure they are competitive enough. This can generate revenues and capital for the state itself.
82. Corporate social responsibility
One of the strategies to pursue their political agendas.
Corporation have to comply w a series of legal and ethical standards. Basically CSR is giving
back to society by implementing a series of charity programs to show they comply w legal
and ethical standards. Labour rights, environmental standards, etc. understood as socially
responsible behaviour by the public.
The purpose is to generate more profit.
Corporation being more integrated in diplomatic practices is their influence of knowledge and
expertise.

M. Porter (1990) states have to become as competitive as companies so they need to learn to
behave like companies and use the tools companies use to promote themselves.

Delegitimization - traditional government knowledge are not suitable. Corporate knowledge is

necessary to supply officials in this global time, market-driven time. Complement public officials.