DOI: 10.46340/eppd.2025.12.2.1
Mykola Trofymenko, D.Sc. in Political Science
Mariupol State University, Ukraine
How to cite: Trofymenko, M. (2025). Substantive and Instrumental Transformation of Communicative Impact in the Public Diplomacy System. Evropský politický a právní diskurz, 12, 2, 5-18. https://doi.org/10.46340/eppd.2025.12.2.1
Abstract
The article examines the substantive and instrumental transformation of communicative impact in the public diplomacy system, it demonstrates the effectiveness of the latest tools and the need to revise the content of the communicative component of public diplomacy to optimise existing diplomatic strategies. The main directions of transformation of communicative impact in the public diplomacy system have been categorised, covering both positive consequences and potential challenges and threats. The mechanisms of influence of the unilateral and bilateral communication process on the effectiveness of diplomatic messages have been compared and potential opportunities offered by the digitalisation process of the communicative space have been identified. The importance of digital channels and instruments of influence has been highlighted in the example of the prevalence of the diplomatic presence of key political actors and agencies in social networks, specialised platforms, and interactive mobile applications. The practice of using communicative impact in the public diplomacy system of Ukraine since the beginning of the active phase of the war has been examined and analysed. The effectiveness of the governmental and non-governmental media utilities, digital media channels, personal pages of political persons and organisations, and individual subjects of diplomatic influence has been determined. Particular attention has been paid to analysing social networks and other digital platforms’ usage as key communicative tools that allow quick and effective communication of important messages to the international audience, increasing the level of support and understanding of Ukraine’s position on the world stage. The structure and possible content of the basic messages of Ukraine’s public diplomacy, aimed at ensuring the conversion of information awareness, have been developed. Additional tools that enhance the communicative impact of Ukraine’s public diplomacy in the media and digital spaceб which can be implemented in the wartime and post-war periods, have been substantiated. The emphasis has been placed on the need to develop and implement comprehensive strategies that combine traditional methods of diplomacy with innovative digital tools to achieve a higher level of interaction with the worldwide community and ensure reliable protection of information resources.
Keywords: communicative impact, public diplomacy, transformation, digital technologies, social networks, diplomatic messages, target audience, communication process, content, tools of communicative impact
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