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Soft power in practice - a study of British public diplomacy between 1997 and 2007
Davidová, Kateřina ; Váška, Jan (advisor) ; Tomalová, Eliška (referee)
This bachelor thesis examines the issue of public diplomacy as a means through which the state can exercise its soft power. It draws from the particular example of public diplomacy developments in the United Kingdom between 1997 and 2007, i.e. during the premiership of Tony Blair. At first, a theoretical debate concerning the concept of public diplomacy is introduced, including its advantages and pitfalls. Afterwards, the working system of public diplomacy within the UK is characterised, as well as the main changes that have occurred in its organisational structure during the studied period. Furthermore, the two key British institutions of public diplomacy are presented; BBC World Service and British Council. Finally, the thesis analyses some of the actual public diplomacy campaigns and strategies that Britain put in place between 1997 and 2007. The main emphasis is placed on the comparison of the strategies before and after 2001, when major changes happened, and the analysis of the causes of these changes. The thesis concludes that causes that influenced the formation of British public diplomacy were of internal and external character, while it was the external impulses that triggered the most radical changes.
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Soft power in practice - a study of British public diplomacy between 1997 and 2007
Davidová, Kateřina ; Váška, Jan (advisor) ; Tomalová, Eliška (referee)
This bachelor thesis examines the issue of public diplomacy as a means through which the state can exercise its soft power. It draws from the particular example of public diplomacy developments in the United Kingdom between 1997 and 2007, i.e. during the premiership of Tony Blair. At first, a theoretical debate concerning the concept of public diplomacy is introduced, including its advantages and pitfalls. Afterwards, the working system of public diplomacy within the UK is characterised, as well as the main changes that have occurred in its organisational structure during the studied period. Furthermore, the two key British institutions of public diplomacy are presented; BBC World Service and British Council. Finally, the thesis analyses some of the actual public diplomacy campaigns and strategies that Britain put in place between 1997 and 2007. The main emphasis is placed on the comparison of the strategies before and after 2001, when major changes happened, and the analysis of the causes of these changes. The thesis concludes that causes that influenced the formation of British public diplomacy were of internal and external character, while it was the external impulses that triggered the most radical changes.
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