SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN225819
Module Leader n/a
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

Application of the theories and practices of public diplomacy in the conduct of international affairs. The role of "soft power" in advancing national interest and distinction between public diplomacy and propaganda. Public Diplomacy: The Sending State's perspective. Re-allocation of resources to meet new challenges, enhanced public and cultural diplomacy and action with the media and NGO's. Contribution to Nation capacity/institution building. Consistency with non-interference. Deployment of task forces to tackle specific problems (e.g. disease, drugs, natural disasters, infrastructure). Inter-agency co-operation/integration. Public Diplomacy: The Receiving State's perspective. "Partnership" in practice. Two-way communication: from monologue to dialogue. Consequences of pressure to embrace new values (human rights, democracy, gender, parity, education, economy etc.). The Diplomacy of Deeds: Public and private development assistance . The role of public Diplomacy in development aid, capital flows and foreign investment. Influence of Universities and research centers. Scholarships. Exchange programmes. Better targeted cultural diplomacy. More resources for broadcasting and news agencies. Cultivation of the media. Deployment of information technology.


-360-29b7 Application of the theories and practices of public diplomacy in the conduct of international affairs. b7 The role of "soft power" in advancing national interest and distinction between public diplomacy and propaganda. -360b7 Factors that have Changed the conduct of traditional Diplomacy in the 21 st century. b7 The globalization of business, finance, information which has made boundaries between states highly permeable. b7 The revolution in Information Technology, which has meant the development and rapid expansion of ICT such as computer processing, digitalisation, the Internet, direct broadcast satellites and cable systems, has resulted in a sharp reduction in the costs and a massive increase in the capabilities of international communications, and an increased ability to share and to access information. Often the sharing takes place in ways that were never intended with the general public reading emails and other information that were never intended to be made available. b7 The use of ITC by the media, the proliferation of media outlets, and the demand for instant news with a 24-hour news cycle, and internationalisation of the mass media. b7 The increasing ability of citizens and Non-State Actors, such as non-governmental organizations (NGOs), transnational pressure groups such as Green Peace, and outlawed groups such as transnational terrorist organizations, drug dealers, and criminals to access and use these information and communications technologies and the increased ability to share information with like-minded individuals and groups. b7 The growth in the number of increasingly educated, critical citizens in democratic states who are more politically assertive as individuals and through organizations and pressure groups has resulted in an increased need to gain popular support for policy. b7 The development of issues (eg. AIDs, bird flu, global warming, international crime, transnational terrorist networks, refugees, and migration) which have transcended national boundaries has meant that problems have to be solved on a global scale. b7 The transmigration of peoples to diverse parts of the world and the subsequent mingling of norms and values has meant that governments must deal with issues that are increasingly complex and transnational in nature. Migration of peoples has meant a merging of domestic and international policies and politics. b7 The end of the cold war and the shifting focus from state security to human security, with international concern over "cooperative security issues" such as weapons of mass destruction, proliferation of small arms and peacekeeping, which require multilateral decision -making and involve lobbying domestic and foreign audience as well as governments. -360-29b7 Re-conceptualising public diplomacy: frontline diplomats in times of crises. b7 The metrics of performance assessment of public diplomacy in action.

Learning Outcomes

On successfull completion of the module the students should be able to:-1. Demonstrate a critical understanding of theory of various aspects of public diplomacy e.g. in "soft power", image projection and shaping a nation's identity abroad. (CW01)2. To plan strategies, develop techniques and acquire skills necessary for the promotion of effective public diplomacy. (CW01)3. To critically evaluate the effectiveness of reputation management tools, techniques, strategies and assets for use abroad and in cultivating the domestic constituency. (CW01)

Teaching / Learning Strategy

The teaching and learning strategy includes the use of a variety of techniques including guided independent study, lectures, and seminars conducted by academic staff to develop efficient and effective understanding of Strategic Public Diplomacy. The module delivery will in parts be facilitated by senior practitioners from the field of Public Diplomacy to establish practical understanding of academic topics/issues as the aim is to bridge the gap between theory and practice. Weekly Lectures provide the theoretical aspect of this module, while seminars, case studies, simulation exercises and tutorials are in place to support individual learning. There will also be extensive use of case studies to give students the opportunity of learning from real-time examples. Some of these case studies will be required to resolve in groups to focus on joint/group understanding. The use of cases set in different contexts intends to promote 'situated learning' and to view problems from the perspective of those who are confronted with strategic challenges, choices, and decisions frequently. This is reflected in the assessment strategy of this module. Students have to do a balanced, multi-stakeholder analysis of a specified international affairs context. Further, the effectiveness of the reputation management of stakeholders is affected by other stakeholder approaches. Students will have to demonstrate their understanding of effective strategic public diplomacy in this context.

Indicative Reading

Due to its integrative nature, there is no core text for this module. b7 Chitty, N; Li Ji; Gary D. Rawnsley; and Craig Hayden (Editors) (2017) The Routledge Handbook of Soft Power (Routledge International Handbooks) Abingdon, UK: Routledge. b7 d'Hooghe, I. (2005). Public diplomacy in the People's Republic of China . In J. Melissen (Ed .), The new public diplomacy: Soft power in international relations (pp. 88-105). Basingstoke, U.K.: Palgrave-Macmillan. b7 Gao, Jia; fd Catherine Ingram; and fd Pookong Kee (2016) Global Media and Public Diplomacy in Sino-Western Relations: Rethinking Asia and International Relations . Abingdon, UK: Routledge b7 Manor, I (2019) The Digitalization of Public Diplomacy (Palgrave Macmillan Series in Global Public Diplomacy). New York, NY, US: Springer International Publishing b7 Mansell, Robin and Marc Raboy (Editors) (2014) The Handbook of Global Media and Communication Policy. Oxford, UK: Wiley-Blackwell. b7 Melissen, J. (Ed.). (2005a). The New Public Diplomacy: Soft Power in International Relations . Basingstoke, U.K.: Palgrave-Macmillan. b7 Nye, J. (2011). The Future of Power . New York, US: Public Affairs. b7 Sandre, Andreas (2015) Digital Diplomacy; Conversations on Innovation in Foreign Policy . London, UK: Rowman & Littlefield, 2015 b7 Spies, Y.K. (2018 ) Global Diplomacy and International Society . London, UK: Palgrave Macmillan Online b7 Bjola, Corneliu (2017) Diplomatic Crisis Management in the Digital Age. Retrieved from USC Center on Public Diplomacy <> [Accessed 5 November 2018] b7 Cassidy, Jennifer (2018) Digital Diplomatic Crisis Communication: Reconceptualising Diplomatic Signalling in an Age of Real Time Governance Working Paper No 3 Oxford Digital Diplomacy Research Group. Retrieved from University of Oxford <> [Accessed 5 November 2018] b7 Dorjee, Rinzin (2018) The Dalai Lama and China's Quest for Buddhist Soft Power. Retrieved from The Diplomat. <> [Accessed 5 November 2018] b7 Klaus, Ian (2018) The Urban 20: A Contemporary Diplomatic History. Retrieved from Diplomatic Courier <> [Accessed 5 November 2018] b7 Harris, B. (2013). Diplomacy 2.0: The future of social media in nation branding Retrieved from Exchange: The Journal of Public Diplomacy, 4(1): Article 3. Available at: <> . [Accessed 5 November 2018] b7 Osgood, Carrie (2018) Communicating with Impact: Ten Elements of Effective Messaging. Retrieved from Forbes Magazine. <> [Accessed 5 November 2018] b7 Salama, Samir (2018) UAE aims for a soft power superpower, says Gargash. Retrieved from Gulf News. <> [Accessed 5 November 2018] b7 Spry, D. (2019) 'Facebook's first 15 years and lessons for diplomacy' [ Accessed 12/02/19] Available from <>

Transferrable Skills

-360 - Communication and presentation skills - Problem solving - Critical thinking and evaluation - Information retrieval Data analysis - Data interpretation - Teamwork - Peer learning - Interpersonal skills - Negotiation - Written and oral communication skills - Independent learning and self-management - Ethical conduct - Time management -360 - Reflective learning

Module Structure

Activity Total Hours
Independent Learning (FT) 72.00
Lectures (FT) 32.00
Assessment (FT) 40.00
Tutorials (FT) 2.00
Seminars (FT) 4.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 n/a Report - Balanced multi stakeholder analysis of a specified international affairs context and critically appraise the effectiveness and interference of the reputation management of two stakeholders.