How To Play Public Diplomacy’s Role In International Mega-events

Public diplomacy which came into being in the 20th century is a new form of diplomacy that enjoys its rapid development and wide application in the 21st century. The rise of public diplomacy reflects that the actors in international relations are becoming multifaceted, and the conflicts among them are more and more complicated. Public diplomacy increasingly attracts governments’ and other actors’ attention, for it improves the traditional diplomatic system and innovates new diplomatic forms.International mega-event is one of the most important forms of public diplomacy. With its development of economy and improvement of international status, China begins to hold an increasing number of international conferences, sporting events and expos, which becomes a common way for China to promote public diplomacy and to lift its image. The 2010 Shanghai World Expo in one of the significant expos that China held in recent years, which is also an international mega-event with world-widely influence.This paper aims to demonstrate international mega-events’ impact on public diplomacy by studying the public diplomatic events during the Shanghai World Expo and their diplomatic outcomes. It also analyzes the factors by which international mega-events affect public diplomacy. Finally it puts forward a series of practical suggestions to China’s future actions on promoting public diplomacy through international mega-events.