Study On The Shaping Function Of Russia Public Diplomacy To National Image

The concept of Public Diplomacy originated from the USA in the1960s. Withthe development of globalization, a new way of diplomacy—Public Diplomacy isrising. The national image is the overall understanding and evaluation of one state toanother one in the aspects such as politics, economy and culture. The national imageas an important part of the soft power, it’s very vital for each country to shape a goodimage. In the information globalization era, public reviews make more and moreinfluence to a country’s foreign policy, and it has become a vital way to set up theirinternational influence for many countries.After the collapse of the Soviet Union,“National image” has been the hot topicin Russia for the past years. Since the collapse of the Soviet Union, Russia’s imagehas been evolved. As a former superpower, its collapse makes its domestic andforeign affairs on strike. After experiencing the early days of disintegration of chaosand social transformation of the difficulties, it has launched its renaissance powerstrategy in the new century. Russia’s negative image is more than positive, especiallyin Europe and the United States. As the emerging power, Russia paid more attentionto its national image. Thus, according to the plight of the national image, the Russiangovernment carried out various forms of public diplomacy. This paper tries tointroduce Russia’s practice and effect of improving its image by setting up a series ofpublic diplomacy, so that we Chinese can get lesson from Russia. This paper isdivided into three chapters, and analyzes Russia using public diplomacy to shape itsnational image.Chapter one is summarize of public diplomacy and national image. Firstly,respectively defines the meaning and characteristics of public diplomacy and nationalimage. Secondly, analyzes the relationship between public diplomacy and nationalimage. On the one hand, Public diplomacy has the role of building the national image.In the age of globalization, national image is an important content of the soft power,and this has gotten more and more attention. The countries all over the world shape their own national image through the public diplomacy way. On the other hand, thenational image also has an adverse effect on public diplomacy. Good image of thestate is benefit for more effective development of public diplomacy. Instead, negativeimage of the state in some extent make obstacles in public diplomacy development.The second chapter which focuses on the analysis of the Russian publicdiplomacy and national image is the main part of this article. Firstly, this partintroduces the Russian public diplomacy’s overall development situation. We can seethat Russia’s public diplomacy has undergone the start stage and the developing stage.Secondly, this paper introduces Russia’s evolution of national image in theinternational community and the realistic dilemma during twenty years. Russia’s“demonized” and “the Russian threat theory” in Russia are vilified the national image,and has destroyed the Russia’s development environment. At the same time, puttingforward the public diplomacy in shaping Russian image is the needs of the times.Finally, the article detailed introduces Russia’s practice in carrying out various formsof public diplomacy to shape the national image, and include strengthening mediaspread, the establishment of special institutions, conducting extensive educationcultural exchange, holding large international activities and providing internationalaid etc.The third chapter is the foothold part of this paper, and gives some thinking onRussia’s shaping national image by public diplomacy. Firstly, analysis the advantagesof Russian public diplomacy, including colorful culture, the celebrity effectsignificantly and so on. And then this article analyzes that the effect of the publicdiplomacy in shaping national image is very obvious. In this process, there are manyproblems, such as lacking of biphasic mode of transmission, and the image of the stateorientation is yet to be further clear. Based on the above analysis, we can concludethat learning from Russia trying to raises the national image by public diplomacy; ithas important enlightenment to China, and we can formulate the overall developmentstrategy for carrying out public diplomacy and shaping national image.