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174 East European Scientific Journal #4(68), 2021 ...av,...,..
ПОЛИТИЧЕСКИЕ НАУКИ
Majidov Sodiqjon Sadullayevich
Namangan Engineering - Construction Institute
PUBLIC DIPLOMACY IN CONTEMPORARY RESEARCH DISCOURSE
Annotation. The article analyzes the current research comprehension of public diplomacy and options of practical application of this phenomenon as an additional resource of international interaction.
The author traces back the evolution of the concept "public diplomacy" in American scientific discourse and the specific features of recourse to it in scientific-practical rounds other states.
Taking into account an increasing role of public diplomacy formats in achieving foreign policy objectives and in constructing an international positive image of states, the author makes an attempt of assessing the potential and recsourses of public diplomacy of Central Asian states and their practical steps in the given field.
Key words: public diplomacy, people's diplomacy, Central Asia, cultural diplomacy, state image.
Public diplomacy as a phenomenon of political practice is increasingly being analyzed at the conceptual level and in the context of applied scientific developments.
The emergence of this concept in the international discourse is due to the objective tendency to diversify the formats of cross-border communications and the intensification of the activities of modern states to increase the attractiveness of their foreign policy in the eyes of the foreign public. However, understanding the public diplomaty as a new phenomenon of international interaction is not complete and does not remove from the agenda the issue of "non-military" ways to strengthen the influence of various traditional and new actors in world politics. At the same time, it should be emphasized that, although the "palm tree" in the study of public diplomacy and the practical application of its mechanisms belongs to the representatives of the United States, scientists and experts from other countries are increasingly successfully developing their own national experience in this area. In other words, we are talking about both the constant expansion of the boundaries of the profile discourse, and the enrichment of its content.
The term "public diplomacy"is not a new lexical construct, but its modern understanding differs from the original meaning, although a wide audience continues to perceive its meaning as the opposite of "secret" or even professional state diplomacy. Such a mass simplified perception is not categorically wrong, since openness or publicity is indeed one of the important, although far from the only, attributes of public diplomacy in its applied dimension.
The first mention of public diplomacy as a special type of activity is found in the English press in the middle of the nineteenth century. These were journalistic arguments that pointed to the need to demonstrate integrity, honesty and transparency in politics. In the future, the term began to be used by the American media and representatives of US political circles. Official bodies with actual functions of a public-diplomatic nature in the United States appeared in the late 40s of the twentieth century.
In the mid-60s of the twentieth century, at the height of the "cold war", Americans-first journalists,
and then representatives of scientific and practical circles, began to use the term "public diplomacy", replacing them with the concept of" propaganda", which by that time had acquired a negative connotation in the Western public consciousness.
The accumulation of knowledge and skills in the field of public diplomacy in the United States ultimately required the systematization and scientific and theoretical understanding of this phenomenon, which was dynamically filled with new features, scientific and institutional components. There was a definition of public diplomacy, which is considered a classic, close to the modern meaning, but not the only one and is generally recognized. It was proposed by an American researcher, E. Gullion, in 1965, called public diplomacy a dimension of international relations that goes beyond traditional diplomacy, and a means by which governments and private groups influence the opinions and attitudes of other governments and peoples in order to influence their foreign policy decisions. According to Gullion, " the central point for public diplomacy is the transnational flow of information and ideas."
The general definition of public diplomacy allows us to identify its main subjects, which include governments, public authorities, private interest groups, the media, journalists and participants in cross-cultural communications (organizations, individual citizens)._
As noted, the term "public diplomacy "in American discourse has emerged as a less odious synonym for the concept of"propaganda". At the same time, the practice of US activities in this area during the "cold war" remained quite propagandistic. According to a number of experts, public diplomacy was then considered an important preventive tool in the "American defense arsenal". The famous journalist, the head of the US News Agency E. Murrow wrote in 1963 that the US persuasion arsenal should be as combat-ready as the US nuclear arsenal, and used more energetically than ever.
Over time, the American approach to understanding public diplomacy has evolved, becoming more and more variable, as well as the formal definitions proposed in various semantic connotations.
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If in the 80s in the United States public diplomacy was defined as a set of programs sponsored by the state to influence the opinion of the foreign public, then in 1999 the United States Information Agency (USIA) recognized the importance of "interaction of American society and social institutions with their foreign counterparts." Depending on the nature of international relations, American experts have changed their approaches to the vision of the subjects of public diplomacy - along with the state, new actors (NGOs, civil society, business) are more actively involved in its implementation.
With the end of the cold war, there was no need for "rigid" propaganda guidelines for the transmission of information in the implementation of public diplomacy. The use of this mechanism began in more "soft" versions - as a translator of Western values and the promotion of mass culture, as a channel for popular coverage of foreign policy issues, and as a tool for dialogue with the elites of the countries of Eastern Europe that were freed from bloc restrictions, as well as new states in the post-Soviet space.
It was in this form, adapted to the post-bipolar realities of world politics, that the appeal to the phenomenon of public diplomacy went beyond the American scientific environment and was perceived by researchers from other countries. Despite the diversity of concepts, today the concept of public diplomacy is considered a generally accepted term in international discourse. It has ceased to be the subject of discussion exclusively by American analysts and a distinctive feature of only American foreign policy. However, it should be noted that the definitions of public diplomacy, taking into account the specific goals and forms of its implementation, are variable.
The conceptualization of the experience of public diplomacy began in the 60s of the twentieth century, when certain empirical material was accumulated on the activities of the American government in this area. During the Cold War, public diplomacy was mainly carried out by specialists who traditionally mediated information flows in the field of interstate communications: actually, diplomats and specialized journalists. Public diplomacy was regarded as an exclusive state foreign policy prerogative, which was explained by the "iron curtain"separating the East and the West. At that time, in conditions of low border permeability, "the only actor capable of systematically and qualitatively carrying out international communication was the state".
At the present stage, public diplomacy is studied by specialists not only in the field of diplomacy and international relations,but also in journalism, marketing and other research areas. Within the framework of political science, the phenomenon of public diplomacy is mainly considered in connection with the neoliberal concept of" soft power", which J. P. Blavatsky has described as "soft power". Nye defined it as the ability to achieve what you want, not by coercion or bribery, but by using attractiveness. He understands public diplomacy as a communication mechanism, a tool for increasing attractiveness and strengthening authority.
East European Scientific Journal #4(68), 2021 5 "Soft power" as the ability of the state to shape the preferences of other countries is based on three major components: the culture of the state, the political values of the state and foreign policy. Public diplomacy is designed to transmit (broadcast or sell) these three components are available to other countries.
A state that does not possess attractive values is not able to influence foreign society through public diplomacy.
The concept of "soft power" has become the basis for a theoretical understanding of the phenomenon of public diplomacy, but there are also interesting approaches from representatives of other theoretical directions. One of such scientific schools is constructivism.
Public diplomacy has come to be seen by constructivists as a means of understanding the "other" culture and traditions of the "others". Given the diversity of States on a wide range of non-material criteria (perception of the world, culture, values, etc.), it is necessary to strive to understand such diversity. The basis for creating a stable relationship lies in the understanding that can be achieved through public diplomacy.
The possibilities of public diplomacy, its image and brand issues are actively studied in such areas of scientific knowledge as marketing and political communication. Experts in the first field explain the nature of modern public diplomacy with the concept of a national brand. In their opinion, the combination of the principles of public diplomacy and marketing laws in promoting the image of the country has made the image of the state and its policies a product that needs to be sold to a foreign audience. The image of the government became known as the national brand, and "soft power" - its key constructive force. The status of a channel for promoting such a brand goes to public diplomacy.
The possibilities of various "soft power" resources are increasingly recognized among the post-Soviet states. There is a growing interest in the formats of public diplomacy in the post-Soviet states of Central Asia.
For a number of years, the profile theme has been present in the works of Kazakhstani authors who seek to accumulate the best foreign experience in the interests of strengthening the international positions of the Kazakh statehood. Scientists from this country have defended their dissertation studies on the problems of public diplomacy, which, analyzing foreign experience, consider the possibilities of using public diplomacy formats in the foreign policy practice of Kazakhstan. Kazakh researchers generally recognize the synonymy of the concepts of public and people's diplomacy, pointing out that in addition to classical diplomats, representatives of the media, business, science and education, cultural and art figures, heads of NGOs, etc. are involved in the implementation of public diplomacy.
As a virtue of public diplomacy, they cite its ability to "be flexible depending on national interests and the interests of partners."
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Pointing to the lack of a specialized institutional framework for public diplomacy in their country, researchers from Kazakhstan, however, draw attention to its great potential, formed by a number of major international initiatives of the republic and its President N.A.Nazarbayev. Among them, it is worth noting the holding of the historic OSCE summit in Astana in 2010, the idea and launch of the G-Global communication platform in 2012, the meeting of the Berlin Eurasian Club in Astana in 2014, the adoption of the" Strategy for Kazakhstan's entry into the top fifty most competitive countries in the world", participation in events at various sites of the "Turkic world" and annual meetings within the framework of the World Turkic Forum. During the work of the World Turkic Forum, the topics of cultural and public diplomacy are increasingly discussed.
In other Central Asian countries - Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan - the focus of experts ' attention so far is mainly on issues of general discourse about "soft power", cultural components of foreign policy practice, and the resources of public diplomacy are mentioned in comments on specific events, in Internet publications, or to emphasize changes in the sphere of international contacts.
Kyrgyz researchers, recognizing the growing importance of "soft power" in modern world politics, urge politicians and experts to pay attention to the possibilities of digital diplomacy, new technologies to meet the external needs of the state, strengthen its reputation and position in the international arena.
It would be premature to generalize the experience of Kyrgyzstan due to the lack of national publications. However, taking into account the international response in connection with the World Nomad Games held in Issyk-Kul region in September 2016, it can be assumed that the resources of public diplomacy will be actively involved in the activities of state and non-state structures in this country.
The experience of public diplomacy of Turkmenistan and Uzbekistan has not yet become the object of special scientific research, although in practice both states pay great attention to projects and activities within the framework of cultural and educational ties with Russia, Kazakhstan, India, China and other countries. In particular, Turkmen experts consider culture "as ... a means of achieving the fundamental goals of the state's foreign policy, creating a favorable image of the country, and popularizing its culture." The last point is called by President G.Berdimuhammedov a direct duty of the Turkmen diplomacy. Therefore, _ _ Turkmenistan organizes regular international scientific and cultural events, inviting foreign experts and cultural figures.
The research discourse on public diplomacy has not yet fully developed in Tajikistan. There are some publications devoted to increasing the role of "soft power" and new diplomatic formats in interaction with the foreign public. For example, D. Latifov writes that "diplomacy ceases to be exclusively the work of specially trained people ,... its target group is not only
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diplomats, but the general public, hence the new element of modern international relations - the so -called public or modern diplomacy-public diplomacy". Noting the importance of media diplomacy in improving the international image of the state, some Tajik experts call for the creation of multilingual information channels about Tajikistan and the development of proactive activities of Tajik embassies abroad. President Emomali Rahmon also draws attention to this issue. Emphasizing the critical importance of creating a positive international image of Tajikistan, he calls on the Ministry of Foreign Affairs of the Republic of Tajikistan to "radically improve its interaction with representatives of the media and expand its presence on the Internet..."._
In the context of the practical mechanisms of public diplomacy in Tajikistan, it is worth noting the activities of the Tajik Society for Friendship and Cultural Relations with Foreign Countries (TSFCRFC). Being a public non-profit organization and working on the principles of people's diplomacy, TSFCRFC has 17 friendship societies with different countries. By organizing cultural and humanitarian events in Tajikistan and, more rarely, outside of it, the society promotes the development of people's diplomacy and international contacts of this republic.
In this context, we will also emphasize the role of the Tajik diaspora. For example, in Russia, where a large number of people from Tajikistan live permanently or are temporarily employed, the Regional Public Organization "Nur"is very active.
Despite the lack of major research on public diplomacy in Tajikistan, its resources are increasingly being used in the practical activities of the Tajik State. With the accumulation of empirical material and the enrichment of the experience of Tajik structures, in the near future we can expect the appearance of special publications, scientific and practical developments that will become the basis of Tajik discourse on such topics as public diplomacy, which are relevant for a wide international interaction.
Understanding the phenomenon of public diplomacy in the post-Soviet Central Asian states opens up certain opportunities for achieving real complementarity between the specialized research discourse and political practice. It seems that the prospects for further constructive development in this direction for all countries in the region depend, first, on the awareness of the importance of proactive activities to create an attractive image of their country in the eyes of the international community; secondly, the expansion of the range of ongoing projects, the geography of dialogue platforms, the activation of information coverage of multilateral and bilateral cooperation; thirdly, the coherence of joint work of national state and non-state structures, which will significantly diversify the channels of positive information influence abroad and at the domestic level.
With the development of new communication technologies and the strengthening of the struggle for the "hearts and minds" of people, public diplomacy becomes an important "non-power" mechanism of
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influence and interaction with the foreign public to achieve foreign policy goals. This trend has led to an increase in scientific and practical interest in the phenomenon of public diplomacy among the world community, including in the countries of Central Asia.
The President of Uzbekistan Sh.Mirziyoyev said: "The people's movement towards a clear goal, statesman, happy self-esteem, humiliation or being weak, suffering the burden of misfortune, neglect, subjugation to other people and enslavement depend on the upbringing they received from their parents in childhood."
The deeper meaning and significance of these words becomes more evident if we take into account the increasing risk of religious extremism, terrorism, drug trafficking, illegal migration, various disasters called "mass culture" around us today.
Indeed, at the moment, youth education remains an issue for us that will never lose its relevance and importance.
In international discourse, the term public diplomacy is considered generally accepted or collective in relation to other similar concepts. Depending on the country specifics, the methods and forms of public diplomacy, its models, which in each particular case are focused on maximizing the objective and subjective advantages available in the national arsenal, vary.
Despite the diversity of theoretical approaches to the phenomenon of public diplomacy: from the neoliberal concept of "soft power" and constructivist intersubjectivity to the political dialogue of supporters of political communication and the concept of the national brand of marketing theorists, the practice of public diplomacy should be based on a variety of approaches. Overestimating some factors and underestimating others can jeopardize successful projects and formats of public diplomacy.
In practical terms, public diplomacy is actively used by Russia and other countries in the CIS, but its institutionalization in most cases is not yet complete. Nevertheless, taking into account the attention paid to this area, it can be concluded that public diplomacy is becoming an increasingly important area of foreign policy practice for an increasingly significant number of members of the world community. In this regard, it seems that the development of public diplomacy in the
East European Scientific Journal #4(68), 2021 7 Central Asian states is a "window of opportunity", that is, a window of opportunity. the resource that could accelerate the solution of certain intraregional problems and promote broad cooperation in the international arena.
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Utamuradov Akbar
professor Zoirova Malohat
base doctorate National University of Uzbekistan Uzbekistan. Tashkent
FOREIGN EXPERIENCES OF PUBLIC CONTROL AND PROBLEMS OF THEIR APPLICATION IN UZBEKISTAN
Annotation. In recent years, special attention has been paid to ensuring public control over the activities of state authorities and officials in democratization of society, acceleration of liberalization processes in all spheres of our life, ensuring the implementation of laws. In this article highlights of foreign experiences of public control and problems of their application in Uzbekistan.
