《世界遺產公約》通過於西元1972年，並於1975年正式生效，運行至今已過了四十多個春秋，是聯合國教科文組織下最具代表性的國際建制。《世界遺產公約》成立的初衷是為保護屬於全人類共有的自然與文化，保存、延續與傳承是其最主要的目的，但近來關於世界遺產的討論，其切入點愈發多元，包括觀光發展、地區的振興活化等等。 　　而本文以日本為對象，從公眾外交的角度來分析日本操作世界遺產實行公眾外交的方式。日本於戰後不久便成為了聯合國教科文組織的成員，卻遲了二十年在1992年方簽署了《世界遺產公約》，本文除藉由日本國會紀錄分析日本過去對世界遺產建制消極處置的理由，以及後來態度轉變的原因，同時梳理日本整體公眾外交的發展進程，以了解世界遺產在日本公眾外交中所扮演的角色。

本文以公眾外交為主要理論，並輔以個案分析。本文選擇日本作為公眾外交政策的研究主體，除了使用新公眾外交作為研究途徑外，筆者希望探討不同日本公眾外交政策背後的政治和經濟邏輯。分析政策背後的政經邏輯方可接著探究，不同政經目的要如何運用公眾外交工具來包裝。 研究的時間為安倍政府時期所行的公眾外交政策，為了不受網路資料和文本所限，筆者前往日本，分別採訪了國際交流基金、日台文化協會、日本外務省、科學交流協會以及日本慶應大學不同領域的專家。藉由他們的角度，筆者得以從更多元的角度來理解日本的公眾外交政策，而這是網路資料所無法得知的，同時，筆者也取得受訪者對不同政策的想法和評價，讓論文內容更加豐富。透過理論和訪談個案的分析，筆者嘗試回答以下問題，第一、本文公眾外交個案中的所包裝的政經目的分別為何；第二、日本政府是如何以公眾外交來包裝其政經目的的。筆者經分析歸納訪談資料後，將日本公眾外交政策分為經濟型、政治型和綜合型。並近一步分析不同類型的政策目的會以什麼樣的公眾外交工具來執行以期達到效果。

公眾外交在國際社會上逐漸受到重視，特別是在美國911恐怖攻擊事件之後。公眾外交的作用在於還原幾經扭曲的事情本質，為國家建立良好形象，也可以說是透過與他國國民溝通與交流，促進雙方在文化上與價值觀上的理解，進而達到外交上的預設目標，獲取更大的國家利益。 過去對於日本與東南亞地區的研究多以雙邊的傳統外交、經貿關係，或是政府開發援助為主，對於日本對東南亞國家所推行的公眾外交內容顯少著墨。因此，本研究從文化交流的角度切入，以日本公眾外交的主要機關「國際交流基金」為主體，泰國與越南為兩大研究個案，解構日本的文化藝術交流與日本研究及知識交流在兩國推廣的難易度與施行方針的異同。 日本文化有其封閉性，在海外推廣實屬不易。本研究發現不論在文化藝術交流或是日本研究推行上，泰國因為與日本建交時間早，長年維持穩定的往來，且在未受他國文化洗禮之下，泰國人民對於日本文化採取開放接受的態度，使得日本文化交流在泰國的推廣較順利。相對於此，日本與越南建交時間晚，國際交流基金在越南的文化交流中心也是東南亞地區當中最慢成立的據點，雙方交流時間較短，加上越南已先受到韓國文化的影響，日本文化交流推廣上遇有瓶頸，相對不易。國際交流基金推廣文化交流有其既定的順序，故施行方針並無產生因國而異的現象。

中國於1971年加入聯合國，藉此重返國際社會；但在毛澤東主政下，中國仍自我封鎖。鄧小平於1976年接替毛澤東後，終於在1979年開啟中國的大門；此時國際環境中現有的規則、制度及價值，大多為西方國家所主導。中國做為後來者，在二十年間成為亞洲經濟的動力來源，世界各國無不密切觀察其快速的崛起；對於中國在國際體系中扮演的角色，以及該如何面對中國竄升的實力，國際間出現兩種看法。 第一種看法將中國視為必須加以防堵的威脅，第二種則將中國視為可透過交往加以運用的機會。「中國威脅論」之說，在1989年的六四天安門鎮壓事件發生後到達顛峰，中國面臨遭到國際孤立的局面，中國政府因此深刻體認到國際聲譽及形象受損的嚴重後果。而當中國共產黨執政的正當性日益仰賴經濟改革成果之際，中國政府更急於塑造友善的國際環境，使其經濟改革得以前進。中國政府開始啟動了全面的國際形象改造，以緩和將中國視為威脅的國際氛圍。 中國領導人自此大力宣傳其「和平崛起」，並在其傳統文化中尋找「軟實力」元素，做為推展多面向公眾外交的後盾。本文內容主要檢視中國擁有的軟實力資源，及其推動高層官員出訪、積極參與國際論壇、主辦北京奧運及上海博覽會等公眾外交作為，結論認為中國的國際形象改造計畫，在全球不同的區域獲致不同的成效。 / China reentered the international community in 1971 when it joined the United Nations, but it remained a closed country under Mao’s watch. Deng Xiaoping succeeded Mao in 1976 and he opened China’s door in 1979 to a global environment where existing rules, institutions, and values had been largely shaped by western countries. In two decades the latecomer has become the economic powerhouse in Asia and has had other states watching its rapid rise in the global community. Two rival views have since emerged as to China’s role in the international order and how to deal with its rising power. The first deems China as a threat to be contained. The second projects China as an opportunity that can be employed through engagement. The “China threat” argument reached its height after the crackdown on student protest at the Tiananmen Square on June 4, 1989. The aftermath of international isolation seriously alerted the Chinese government to the effect of severe damage to its reputation and image internationally. As the Chinese Communist Party’s power legitimacy increasingly relies on delivering economic success, the Chinese government became ever more eager to create a friendly international environment where its economic development may be furthered. The Chinese government has since launched a sweeping reform of its global image to smooth away the perception of China as a threat. Chinese leaders have since touted its “peaceful rise” and turned to its traditional culture for soft power resources to better support its public diplomacy on all possible fronts. Examining China’s soft power resources and its efforts in staging high-level official visits, actively participating in international forums, and hosting the Beijing Olympics and the Shanghai World Exposition, this thesis finds that China’s global image promotion has reaped various degree of success in different regions.

如今，全球化進程和大規模跨界過程對全球轉變具有很大的影響，在這個情況下信息和通信技術對國外社會的影響發揮關鍵的作用。目前國際關係專家指出兩種這樣的影響。第一個影響官方結構，即外交官和政治家，第二個影響公共組織，商業結構和不同國家的人口。最後一個是稱之為 “公眾外交”，這有助於使用媒體機制公開對特定國家活動的國外意見。與印刷媒體平行，可以強調，現在的電視媒體對國外意見和國際進程的動態有很大的影響。為了提高電視媒體的獨特特徵，媒體分析家提出了“電視外交”的概念來解釋國家領導人和外交官決定把全球電視廣播當成政治平台。 目前大眾媒體討論的主要議題是國際恐怖主義、國內及國際戰爭、非法毒品和人口販運、新疾病的出現和擴散、氣候變化和其他問題。不同的國家使用自己的方法來研究這些問題，並導致一般公眾對當今發生的事情看法有所不同。這表示每個國家傳導訊息的方法有所不同，這些方法與各國家的外交政策直接相關。因此，本論文專注於國家新聞網對當代國際關係的影響，特別側重於CNN和RT及其對美國和俄羅斯聯邦發展外交政策戰略的影響。 / Nowadays there are transformations affected by the globalization processes and large-scale cross-border activities, where information and communication technologies have started to play a crucial role in terms of influencing foreign societies. Up to date international relations specialists emphasize two levels of such impact. The first one influences on the official structures, namely diplomats and politicians, while the second one has an impact on public organizations, business structures and population of different countries. The last one we are used to calling "Public Diplomacy", which help to form foreign opinions about the activities of a particular country, using media mechanisms. Drawing a parallel with printed media, one can stress that nowadays television media has a great impact on foreign opinion and the dynamics of international processes. In order to outline TV-media distinctive features, media analysts presented the concept "telediplomacy", where state leaders and diplomats have started to use the global television broadcast as a platform for the proclamation of their political decisions. The main topics mass media discusses today are all about the international terrorism, local and international wars, illegal drug and human trafficking, emergence and spread of new diseases, climate change and other issues. Different countries use their own approaches to examine these problems, which lead to completely different interpretation of general public on what is happening nowadays. It means that in each country there are different methods of supplying information materials, which are directly related to the foreign policy of any country. Therefore, this study is focused on the impact of national information networks on contemporary international relations, and particularly focused on CNN and Russia Today and their influence on the development of foreign policy strategies in the United States and the Russian Federation.

日本在第二次世界大戰後，面臨重新進入國際社會的困難，為了扭轉軍國主義以及敗戰國的形象，開始推動公眾外交。日本的公眾外交政策為配合其國家利益及所處之國際環境，在不同時期有不同的策略。在冷戰結束之後，周遭國家陸續崛起，所面對的國際議題無法以傳統外交的方式解決，日本將公眾外交視為其重要的外交政策之一。 東南亞地區作為當今國際關係的熱點，在國際政治與經濟場域上的重要性不可同日而語，日本戰後的賠償援助以及1970年代開始的文化交流，作為對東南亞國家的公眾外交實踐，在冷戰結束後以高層互訪、官方發展援助、留學生與青年交流、文化交流、觀光互訪等方式持續進行，成效斐然，民調資料皆顯示了日本在東南亞地區以公眾外交的成功，有效地改變人心、扭轉形象。但日本的公眾外交也非並皆能奏效，在面臨中國大陸時仍受制於歷史因素而受挫。由此可見，公眾外交政策必須因地制宜，配合不同的國家，有不同的公眾外交政策。 / After World War II, Japan was facing the difficulty of returning to international society owing to her image as a militarism and defeated country. In order to re-enter the international community, Japan launched her public diplomacy policy. Japan’s public diplomacy strategy changes in different periods following her shifting national interests and changing international environment. After the end of the Cold War, while Japan’s surrounding countries prospered and it became apparent that most international disputes cannot be resolved by traditional diplomacy alone, consequently, public diplomacy became a critical diplomatic tool for the Japanese government. Nowadays, Southeast Asia is a hotspot in international relations. This area plays an important role in the international political and economic field. Japanese public diplomacy aimed at this region varies from war reparations aid to cultural exchange in the past several decades. The practice of Japanese public diplomacy to southeast Asia after Cold War includes high-level visits, official development aids, foreign students and youth exchanges, cultural exchanges and tourism. The result of Japanese public diplomacy was a huge success as illustrated by the latest opinion poll. However, Japanese public diplomacy implemented in some states has not been as efficient as it performs in Southeast Asia; for example, in Mainland China, where the positive effect of Japanese public diplomacy is curbed due to the country’s historical burden. Therefore, public diplomacy requires careful consideration of multiple conditions and perspectives of a country.

本文從分析國際環境的變化開始，在資訊傳播科技的進步和國際社會價值觀的變化中，整理出國家管理國家形象的三種方法：國際宣傳、公眾外交和國家品牌。本文將公眾外交和國家品牌作結合，建構出本論文的主題：「國家」行銷。 由於目前並沒有實例可證明「國家」行銷的效用，故只能從美國的失敗案例中，說明「國家」行銷的重要性。接著，本文以中國對美國發動公眾外交的個案為例，測試該模式的「描述」能力，並加以「解釋」中國行動背後的原因，最後「研究」中國公眾外交的發展。 本論文主要的研究成果有四：第一，是從文獻的討論中，指出「國際宣傳」與「公眾外交」的差異。第二，是蒐集1965年至2005年間，學界討論公眾外交的變化。第三，是建構一套「國家」行銷分析架構，試圖描述、解釋並研究一國公眾外交政策的發展。第四，是以中國的公眾外交為例，補足目前學術界在亞洲個案上的空缺。 / This thesis paper drew four conclusions: (1) illustrated the difference between “international propaganda” and “public diplomacy” (2) collected and cataloged different definitions of “public diplomacy” (3) established the analytical model－the marketing of “nation”, trying to describe, explain or predict the whole scenery of “public diplomacy” (4) taking the public diplomacy of People’s Republic of China(PRC) for example, examined the effectiveness of the marketing of “nation”.

公眾外交在世界各地逐漸受到重視，本文試圖藉由研究以色列這個強敵環伺下的國家對其盟國美國的公眾外交政策，觀察這兩個同盟國家之間的軟實力外交關係。 本文從以色列對美國公眾外交的歷史實踐中證明，美國對以色列友好的原因除了硬實力外，公眾外交等軟實力因素也有重要影響力。其次，本文認為影響以色列對美國之外交策略的內外要素主要包含衝突、宗教、民主和政府態度等要素。最後，本文介紹納坦雅胡（Benjamin Netanyahu）政府時期，以色列對美國的兩大公共外交利基：「新媒體」和「族裔外交」，分別以「點對點外交」及「美國以色列公眾事務委員會」（the American Israel Public Affairs Committee, AIPAC）的機會與阻礙作為主軸。 / Public Diplomacy’s value is gradually increasing around the world. This thesis focuses on Israel and its Public Diplomacy policy toward its ally, the United States of America, in order to observe the soft power diplomatic relationship between the two. This thesis proves that besides Hard Power, Soft Power is also a crucial factor that improves the relations between Israel and the U.S. Also, this thesis states that “conflicts,” “religion,” “democracy,” and “the attitude of domestic leaderships” are the main factors that influence Israel’s diplomatic strategy toward the U.S. Finally, by describing “the Peer-to Peer Diplomacy,” and “the American Israel Public Affairs Committee (AIPAC),” this thesis introduces the two main “Niches” in Israel’s Public Diplomacy Policy towards the U.S.: “New Media,” and “Diaspora Diplomacy.”

本研究旨在藉由中國大陸與台灣公眾外交策略、官方文獻、新聞稿、研究報告、著作之搜集，分析比較兩岸公眾外交的思維發展、制度沿革、文化交流、國際傳播、形象塑造等，主要的研究發現如下： 一、因應無國界挑戰環境，網路科技是公眾外交的利器：處於瞬息萬變的資訊化、全球化、民主化時代，公眾外交必須善加利用網路科技，方能因應無國界、無時差之挑戰。 二、支助非政府組織推動公眾外交：政府不被信任是常有的事情。非政府組織強調獨立、非營利與專業，活動形式靈活多樣，與民眾關係也較密切，較官方機關更受人們信任。因此，政府支助非政府組織推動公眾外交，將獲得更明顯的成效。 三、公眾外交傳遞之訊息，其包裝須符合目標國家需求：設計訊息時，要有一個清晰的主題。在傳遞訊息之前，要了解接受訊息一方的需要，以他們能明白的方式去發送訊息。為吸引目標對象的注意，訊息內容除了要符合對方的國情外，還要以創意或新奇的手法包裝。 四、研究機構及媒體最能塑造輿論，是公眾外交的重點目標對象：研究機構及媒體之意見受到很多人的重視，會直接影響社會菁英及大眾。政府經常與各國智庫、基金會及大學等研究機構建立合作關係，共同提倡某些議題或政策，並藉由媒體塑造有利於本國的輿論環境，推動外交關係的發展。 五、設計推動公眾外交的跨部門協調機制：公眾外交涵蓋資訊、文化、教育等領域，有賴不同機關協力合作，但不同機關基於本位思考，難免意見相左，因此有必要設計一個跨部門的協調機制。 六、突發事件中之公眾外交，在於盡快提供正確的資訊：當突發事件發生時，由於資訊不明，國內外民眾詮釋危機訊息時，經常各自表述，公眾外交必須盡快提供正確的資訊，積極掌控全盤。 七、體育外交係較為國際社會所能接受之公眾外交活動：體育被譽為「世界通用語言」，可以讓不同血統、背景、宗教信仰和經濟狀況的各國人民共聚一堂，互相學習、瞭解、欣賞不同文化。 八、國民素質、文化活動、消費產品及對國際社會之貢獻係塑造國家形象之關鍵：公眾外交重要的目標就是形塑良好的國家形象。從研究分析形塑國家形象經驗中，了解塑造國家形象關鍵在於注重國民素質之培養、善用文化活動、提高消費產品信譽，以及對國外民眾做出實質貢獻，建立休戚與共與互惠關係。 / The research is aimed at studying ideology, institution, cultural exchanges, international communication of public diplomacy in Mainland China and Taiwan. After analyzing the relevant policies, official literature, news releases, and publications, I come up with the following research findings: First, internet technology is an efficient instrument of public diplomacy to cope with boundless environment. In the face of ever-changing global and democratic environment equipped with information technology, a government should make the most of internet technology to deal with real-time challenges transcending national borders. Second, a government may sponsor non-governmental organizations to implement public diplomacy. Non-governmental organizations (NGOs) attach great importance on their independence, non-profit programs and expertise. Moreover, by means of various and lively activities, NGOs establish close relations with the public, and thus are more trusted by the public than governments. In this context, a government may sponsor NGOs to launch public diplomacy and will bring about lasting effects. Third, a message to be delivered should meet the needs of the target audience. A message should be clear to the receiver and framed from the receiver’s point of view. Besides, to attract the target audience’s attention, the message should be delivered in a novice manner. Most importantly, the message will be perceived by both the sender and the receiver in the same way. Fourth, public diplomacy targets research organizations and the media to construct public opinion. As the majority of the public pay attention to the suggestions and advice from research organizations and the media, research organizations and the media can exert deep influences on the social elite and the public. As a result, a government always teams up with such research organizations as think tanks, foundations and universities to advocate certain issues or policies. Meanwhile, favorable public opinion will be built through the assistance of the media to develop foreign relations. Fifth, an inter-agency coordinating mechanism should be designed. Related with various aspects like information, culture and education, public diplomacy depends on relevant agencies to work hand in hand. However, given that different agencies surely have conflicting opinions, it is necessary to design an inter-agency coordinating mechanism. Sixth, timely leading public opinion is a key to dealing with unexpected events. As unclear or confusing information is rampant in an unexpected event, people at home and abroad are likely to make their own interpretation. A government should release accurate information as soon as possible to dominate the whole situation. Seventh, sports diplomacy is the most well received activity of public diplomacy. Dubbed the world’s common language, sports can bring all kinds of peoples together regardless of race, background, religion, and economic status and learn from each other. Eighth, national overall quality, cultural activities, consumer products, and contributions to the international community play a vital role in building a national image. Successfully building a national image lies in improving the national overall quality, making the most of cultural activities, enhancing the credibility of consumer products, and establishing mutually beneficial relations with the people abroad.

在21世紀的國際關係中，全球事務的複雜性提高，跨國民眾間的互動愈趨頻繁，以國家為中心的傳統外交思維逐漸出現轉變。各國的外交政策也更強調跨文化間的對話與互動，及建立跨國人際關係網絡的重要性。而公眾外交的作用即在於藉由影響他國民眾或菁英份子的認知與觀感，進而在目標國家內部形塑對本國有利的政策環境，遂成為各國政府制定對外政策時的重要工具，更是當前相當熱門的國際關係研究主題。近年來，我國政府也開始透過多樣化的途徑來推動公眾外交，希望提升國家形象以期能增加臺灣的國際能見度。其中，國際教育交流不僅能夠提供國際青年學子相互交往的機會，促使外籍學生以最直接的方式認識臺灣，甚至能建立他國民眾與我國的長期情感聯繫，被認為是最有效的推動途徑之一。在這樣的研究背景及政策環境基礎上，本文將以「臺灣獎學金計畫」作為研究主軸，並針對計畫受獎生進行問卷調查，進而評估政府獎學金計畫推動公眾外交的成效，同時也將釐清「臺灣獎學金計畫」在我國公眾外交上扮演何種角色。 總結而言，本研究首先經由詳盡地文獻回顧，以釐清公眾外交的發展脈絡及不同發展階段的概念核心。其次，本文嘗試賦予公眾外交更多在國際關係和外交政策中具體的理論基礎，並將軟實力、系統理論、結構主義的概念帶入公眾外交領域之中。再者，本文也從臺灣眾多的公眾外交作為中，歸納出其背後所欲追求的政策目標，而後聚焦於說明「臺灣獎學金計畫」，並致力於探討及評析國際間具知名度的政府獎學金計畫，從中歸納出成功推行政府獎學金計畫的關鍵因素，進而與我國獎學金計畫進行比較。最後，本文藉由問卷調查的實證結果來說明我國以政府獎學金推動公眾外交的成效，並提供臺灣日後發展公眾外交的建議。 / International relations in 21st Century has shown the features of highly complexity of global affairs and frequently interaction among cross-borders people; therefore, traditional diplomacy has changed into modern face accordingly. Nowadays, the governments tend to emphasize the dialogues and linkages of relationship between different cultures in foreign policy. The purpose of public diplomacy is to influence opinion in target countries to make it easier for the government to achieve its aims. For this reasons, public diplomacy has become an essential element of many countries foreign policy and a popular research area in the IR studies. Taiwanese Government has implemented public diplomacy in various approaches in order to improve the Taiwan images on the world stages. Among all the approaches of public diplomacy, international educational exchanges can not only let international students experience Taiwan in person, but also facilitate inter-cultural communication and build the long-lasting relationships between Taiwan. Based on the above-mentioned reasons, this article takes the Taiwan Scholarship Program as a study case in order to analyze of the role of the program in Taiwan’s public diplomacy. This study empirically investigates the outcomes of the Taiwan Scholarship Program by conducting the questionnaire for the Taiwan Scholarship grantees, who are studying in Taiwan during 2011-2012. To sum up, this article manages to extensively retrospect the development of public diplomacy in the international relations and capture the core elements of public diplomacy under different ages. Besides, in order to provide theoretical bases for public diplomacy, the article tries to put soft power, systemic theory, and structuralism into discussions. Furthermore, the study dedicates to illustrate its policy goals from the practices of Taiwan’s public diplomacy and compare the Taiwan Scholarship Program with other prestigious government scholarship in world as well. Finally, the study indicates that the Taiwan Scholarship Program plays an important role in Taiwan’s public diplomacy, particularly because face-to face contact between grantees and Taiwanese people helps diminish the stereotypes and increase the mutual understanding.