The Role Of Media And Communication As Soft Power In Activating Diplomacy A Foresight Reading On The Duality Of Industry And Marketing

Résumé: Diplomatic relations between countries are considered a manifestation of sovereignty and international positioning. Diplomacy for the international community is the driving force of international life and an effective tool for achieving its objectives, enabling it to occupy a leading international position. Media and communication play an important role as soft power in achieving diplomatic communication and are an effective tool for creating and marketing a positive image of countries. After the communication and information revolution in our contemporary world, the way was paved for the emergence of a new era known as the digital age, which impacted significantly the way diplomacy is implemented and activated at the level of performance and representation. Accordingly, the importance of this study lies in the conceptual and analytical review of the role of media and communication as soft powers in diplomatic practice, starting with traditional diplomacy and then linking it to the digital revolution that has produced what is now known as "digital diplomacy" as a new model. Finally, we reach the foresight stage regarding what diplomacy will be in the future in light of the duality of "industry and marketing" through media and digital platforms.

Publié dans la revue: مجلة الباحث في العلوم الإنسانية و الإجتماعية