Soft Power and Public Diplomacy

General Information
Number of Hours: 
Monday 13:45 - 15:15
Preliminary requirements: 

Basic knowledge in theory of international relations or theory of politics.

Course Description: 


1. Introduction to the course and the field of research.

2. Soft power and public diplomacy from the perspective of the theory of international relations and political communication.


Discussion on essays.


1. Soft power, smart power and noopolitik: public diplomacy in the frame of the theory of international relations.

2. Public diplomacy as a form of international political communication (political communication, propaganda).

3. Public opinion: does a world public opinion exist?

4. Public diplomacy: development of the concept and practice, historical approach.

5. National brands and international public relations.

6. National and regional models of public diplomacy.

Aims of the course: 


Extends knowledge in theory of international relations and its place within the frame of the theory of social and political science.

Provides with advanced knowledge about the role and importance of soft power assets  in international relations.

Contributes to comprehension of the field of public diplomacy.

Analyses media performance from the perspective of political science and international relations as a field of it.

Implements foreign policy analysis to understand the issues and processes of international relations.

Provides the knowledge to prepare the draft of the strategy of public diplomacy.

Links the methods of international studies and media and communication to understand soft power and public diplomacy.

Gives deep insight into the complexity of internal and external dimensions of public diplomacy.

Contributes to comprehension of the impact governmental strategic communication and NGOs’ campaigns have on international position of a country.

Prepares to analyze international environment while implementing foreign policy analysis and related methods.

Teaching methods: 

The course consists of introductory lectures and seminars. Students will write essays, discuss their topics and present conclusions during the classes. The essays will be focused on case studies and presented also in the form of a group work.

Evaluation & Completion: 

During the course students will elaborate on essays (50 % for written essay) focusing on national/regional models of public diplomacy or on theory of soft power. The abstracts of essays, including research questions and methods will be presented during the classes (25 % for oral presentation). The conclusions of essays will be presented during the last classes, in order to share the knowledge with other students ( 25 % of the final score).

Basic Literature: 

Barnett Michael, Duvall Raymond, Power in International Politics. “International Organization”, 59, 2005, s. 39-75.

Cooper, A.F., Hocking, B., W. Maley, Global Governance and Diplomacy. Worlds Apart? Palgrave McMillan, 2008.

Fischer A., Lucas S., Trials of Engagement. The Future of US Public Diplomacy. Martinus Nijhoff Publishers, Leiden 2011.

Glynn, C.J., S. Herbst, G. J. O’Keefe, R. Y. Shapiro, M. Lindeman, Public Opinion, Werstview Press, 2004, p. 3-33.

Leonard M., Stead, C., Smewing, C., Public Diplomacy. The Foreign Policy Centre, London 2002.

Melissen, J. (red.), The New Public Diplomacy: Soft Power in International Relations. Palgrave Macmillan London 2005.

Nye, J.S., The Future of Power. Public Affairs. New York, 2011

Nye,J.S., Jr., Soft Power. The Means to Success in World Politics. Public Affairs, New York, 2004.

Osgood,K.A., B. C. Etheridge, The United States and Public Diplomacy. New Directions in Cultural and International History. Martinus Nijhoff Publishers, Leiden 2010.

Routledge Handbook of Public Diplomacy. Routledge 2009.

Additional Literature: 

Arquilla, J., Ronfeldt D, The Emergence of Noopolitik. Toward an American Information Strategy. RAND, Santa Monica 1999,:

Batora, J., Public diplomacy in small and medium – sized states. Norway and Canada. “Discussion Papers in Diplomacy”, No 97, 2005, March, Clingendael.

Dinnie,K. (ed.), Nation Branding. Concepts, Issues, Practice, Elsevier 2009.

Clingendael Papers on Public Diplomacy:

“Place Branding and Diplomacy”.

Nye, J.S, The Future of Power. Public Affairs, New York, 2011.

Zaharna, R.S., The Soft Power Differential: Network Communication and Mass Communication in Public Diplomacy. “The Hague Journal of Diplomacy” Vol. 2(3), 2007, p. 213-222.