Journal of Public Diplomacy

The Korean Association for Public Diplomacy (한국공공외교학회)
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Purpose and Cultural Awareness in PD: Toward a Golden Circle of Public Diplomacy?

  • Received : 2022.01.25
  • Accepted : 2022.05.19
  • Published : 2022.12.30
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Abstract

This research strives to contribute to the debates around Public Diplomacy by suggesting the potentialities of including into the equation intersectional concepts, so far used mainly in other disciplines. On the one hand, the author introduces a "sense of mission" (WHY), embedded in the so-called "Golden Circle" described by Sinek (2009) and the "Good Country Equation" introduced by Anholt (2020). On the other hand, the relevance of cultural awareness (WHERE) is highlighted, which is supported by intercultural studies theories and non-traditional cultural dimensions present in empirical research. This complementary model of analysis and strategy building could be called the Golden Circle of Public Diplomacy. A possible structure for its conceptualization could be: WHY (purpose), HOW (soft power), WHAT (PD), WHERE (culture), WHO (actors and audience), and WHEN (time).

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