The diploma thesis introduces the term public diplomacy and examines it in the context of Czech Republic. The aim of the thesis is to explore, describe and evaluate Czech Republic's practice in the field of public diplomacy. The study also focuses on the term nation branding and brand image of countries. A whole chapter is dedicated to the "brand Czech republic". The last part of the diploma thesis analyzes the Czech presidency of the Council of the European Union in the first half of 2009 from the view of its presentation and communication.

Public diplomacy helps to promote the state in the world and achieve its interests. Every state approachs in different way the public diplomacy. The thesis focuses on Italian public diplomacy, how is created, if it is a part of Italian foregin policy and which are their actors and instruments. At the end of the thesis is an analyse of concrete project of Italian public diplomacy.

Many states use their cultures to promote a positive image of themselves abroad. Some scholars argue that this can provide states with international benefits. However, other scholars point to cases where a foreign state’s cultural influence has led to nationalist backlashes and negative public reactions. In this paper, I examine how two common types of cultural diplomacy programs can influence how states are perceived abroad. I first look at the promotion of pop culture products, such as books, movies, and music. Using survey data from 12 Asian countries, I find that an increase in cultural product imports from Japan, South Korea, and China has a negative effect on how respondents view the cultural exporter. I then look at cultural centers, using China’s Confucius Institute program. I find that the presence of Confucius Institutes is associated with an increase in positive opinions of China. These results provide some empirical evidence that cultural products can be detrimental to a state’s international image. As a result, states interested in the international benefits of cultural diplomacy should be wary of promoting cultural products abroad. Additionally, while previous studies do not distinguish between the effects that different types of cultural diplomacy programs can have, these findings demonstrate that different cultural diplomacy strategies can have widely different effects on foreign public opinion.

Innovation is an essential concept of today. Politicians, scientists, but also ordinary people talk about this concept. Everyone thinks that innovations are beneficial and needed. For a long time, this concept was primarily associated with the private sector. Nowadays, it is possible to find it in the everyday communication of public organizations and institutions. Because of that, it is possible to ask how public organizations who create state cultural diplomacy see innovations in their field of interest. Two cases - the Czech Republic and France display the essential differences and features in the adoption of innovations in the cultural- diplomacy agenda. The qualitative analyses of strategic documents, annual reports, and information about the performing cultural actions during the period 1.1.2015 - 31.12.2019 can show which innovations in the creation of cultural-diplomatic activities have appeared and if its adoption has differed in the two cases. The analyses include the French Institute in Prague and Czech Centre in Paris. Master's thesis will identify the types of innovations in cultural diplomacy, and the innovations will be classified into the typology of innovations in the public sector. In addition, it will be essential to discover if the state can affect the effective adoption of...

In response to the emerging Cold War conflict, American policymakers adopted cultural diplomacy as a permanent component of US foreign policy for the first time. In an attempt to win the hearts and minds of the worlds’ people, American leaders utilized international cultural outreach, through methods such as exchanges of students, teachers, and scientists, traveling exhibitions, radio and television broadcasts, publications, and tourism, among others. In recent decades, many historians have begun to explore the significance of these efforts. However, none of these works have examined the experience of those individuals who actually participated in the exchanges. This work begins to fill that void by focusing on American academics who travelled to the Soviet Union on educational exchange during the Cold War. By exploring their personal reports and recollections of their time behind the Iron Curtain, this study illuminates how they perceived their own nation, its values, and their own sense of national identity and purpose. Ultimately, I argue that these Americans used the image of the inferior Soviet “other” to cement a more unified national identity and affirm their feelings of American exceptionalism. Still, though their belief in American superiority remained constant throughout, their commitment to actively serve as America’s cultural representatives abroad waxed and waned at different points in the Cold War. Namely, although at the start of the program in 1958 exchangees enthusiastically assisted in spreading American values abroad, when American public opinion shifted against the Vietnam War their efforts immediately ceased. This shows specific examples of how conceptions of American ideology changed in this period. For a time, these Americans, and probably many others, abandoned a tenet that had long been central to American identity- the belief that the United States had the duty to assert its ideology globally. It was not until the last years of the Cold War, when American and Soviet leaders made significant improvements in superpower relations, that these individuals felt confident enough to serve again as cultural ambassadors. These fluctuations provide a case study of the direct and personal effects of major political and foreign policy shifts on ordinary Americans.

Cultural diplomacy has always been playing an important role in international relations. It is a phenomenon which has been becoming more and more actual recently and which has been permanently growing in significance. There is a huge probability that cultural diplomacy will play a crucial role in international relations of 21th century. This part of diplomacy should not be thus underestimated and it is certainly worthwhile to pay more attention to it. Significance of cultural diplomacy is growing in connection with the growth of importance of "soft power". The theory of "soft power" has been developed by Joseph S. Nye Jr. In his book Soft Power: The Means to Success in World Politics, Joseph S. Nye Jr. calls for strenghtening of intercultural dialog as a reaction on 11th September 2001.

The United States Information Agency (USIA) was the official propaganda agency of the American government. During the period of the Johnson administration, its programme in Italy was the second largest in Western Europe, right after West Germany and immediately before France. This dissertation examines the USIA programme, and places it within the larger context of American policy towards Italy at this crucial juncture in the history of both countries. Beginning in the 1950s, following the traumatic experience of World War II and the unthinkable implications of nuclear warfare, the bipolar conflict was progressively channelled into non-military means of combat. In addition to the better known methods of traditional diplomacy, the threat of force, and economic aid, the United States deployed new instruments to win the ‘battle for hearts and minds’ against the Soviet Union. These new instruments included public diplomacy, cultural and educational exchanges, and ‘overt’ and ‘covert’ propaganda operations. This exercise of soft power became one of the main instruments used to stop the expansion of communism and to unite NATO countries behind American leadership. Yet this task was particularly demanding during the Johnson years, when the image of the Unites States abroad was tarnished as never before by the civil rights struggle and the escalation of the Vietnam War. Italy is a particularly interesting and important case study of American psychological warfare in Western Europe. Not only did the country host the largest Communist Party in the West, the Partito Comunista Italiano (PCI), for the entire duration of the cold war, –– but Italy also had more than twenty governments in the first two decades of the post-war era. At a deeper level, the country oscillated between two different political formulas, centrismo and a centre-left coalition. As a result it proved impossible to carry out the structural reforms needed to ensure the country’s stability. The government’s inability to ‘keep Italy on track’ and to effectively oppose the communist threat led to the deployment of an extensive USIA programme in Italy. Surprisingly, this topic has not been studied intensively. Although there is a rich literature on American influence in the Italian election of 1948, and there has been some discussion of American psychological warfare in Italy during the fifties, no scholar has carried out an in-depth study on the role of US public diplomacy in Italy during the sixties, particularly the Johnson era. The dissertation is based on detailed research in the Johnson and Nixon libraries as well as at the National Archives in College Park, Maryland where the official documents of the USIA (RG 306) are located. On the Italian side, I have analyzed the major Italian newspapers, radio and TV shows targeted by the agency.

Cette étude met en regard les politiques culturelles extérieures de la France entre 1961 et 1973 en direction du Brésil. Elle porte d'abord sur la manière dont les échanges culturels ont été mis au service des grands enjeux des relations internationales. La Guerre froide, l'antagonisme entre les deux Allemagnes mais aussi les mouvements de décolonisation et la guerre d'Algérie en constituent l'arrière-plan. De plus, les politiques culturelles extérieures de la RFA et de la France s'articulent avec les relations bilatérales germano- et franco-brésiliennes. A la faveur des Trente Glorieuses, l'époque est marquée par un resserrement des relations commerciales avec le Brésil, alors en plein développement. dans ce contexte, la culture se voit attribuer un rôle de soutien à l'économie, quoique selon des modalités différentes dans le cas français et dans le cas allemand. Par ailleurs, l'action des instituts culturels est soumise à un changement de paradigme : l'idée de réciprocité des échanges s'impose en lien avec un contexte socioculturel européen marqué par le tiers-mondisme et les révoltes étudiantes. Dans le Brésil de la dictature militaire, l'instrumentalisation de la culture par la diplomatie est remise en cause, notamment par les directeurs d'Instituts Goethe désireux de tirer les enseignements du passé nazi. Cette étude s'interroge à la fois sur l'articulation entre culture et diplomatie qui détermine les pratiques de la politique culturelle extérieure et sur les différences d'approches franco-allemandes dans ce domaine. / This doctoral thesis draws a parallel between the cultural diplomacies of the Federal Republic of Germany and France from 1961 to 1973 in Brazil. It first deals with the connection between cultural exchanges and the great issues of the international relations of that time, which were marked by the Cold War, the antagonism between East and West Germany as well as the process of decolonization and the Algerian War. The cultural diplomacies of the Federal Republic and France were also involved in bilateral relationship with Brazil, at a time when the three countries all experienced an " economic miracle" (known as the Glorious Thirty in France). In this context, both Germany and France used culture as a way to boost bilateral economic relationship, even if they did so through different means. In addition, the action of the cultural institutes was submitted to a paradigm change : the notion of reciprocity became paramount in the cultural exchanges, as the European sociocultural context in the late 1960s was characterized by third-worldism and student protests. Moreover, in the Brazilian military dictatorship, this use of culture by French and German diplomacies was deeply questioned, especially by the directors of Goethe Institutes who wanted to draw some lessons from Nazi Germany. This study examines the link between culture and diplomacy that marked the guidelines of the cultural policies, but also the differences that lay between the French and the German ways of dealing with it. / Die vorliegende Doktorarbeit zieht einen Vergleich zwischen den Auswärtigen Kulturpolitiken (AKP) der Bundesrepublik und Frankreichs von 1961 bis 1973 in Brasilien. Sie untersucht zunächst die Art und Weise, wie der Kulturaustausch in die damaligen Fragen der internationalen Beziehungen eingebunden wurde. Der Kalte Krieg, der Wettstreit zwischen der BRD und der DDR sowie die Dekolonisierung und der Algerienkrieg bildeten den politischen Hintergrund. Außerdem waren die AKP beider Länder in Verbindung zu den bilateralen deutsch- und französisch-brasilianischen Beziehungen zu verstehen. In einer Zeit, da alle drei Länder ein Wirtschaftswunder erlebten und die deutsch- und französischbrasilianischenBeziehungen stark intensiviert wurden, bekam die Kultur zunehmend eine Funktion als Rückhalt für den Wirtschaftsaustausch – obgleich auf unterschiedliche Weise im Falle Westdeutschlands und Frankreichs. Parallel dazu wurde die Arbeit der Kulturinstitute einem paradigmatischen Wechsel unterzogen: im Kulturaustausch setzte sich allmählich das Prinzip der Gegenseitigkeit durch. Die AKP wurde von der „Dritte-Welt-Romantik“ und den studentischen Protesten in Europa sehr beeinflusst, und so wurde die Instrumentalisierung der Kultur durch die Diplomatie im Kontext der brasilianischen Militärdiktatur angeprangert. Besonders die Leiter der Goethe-Institute, die durch die deutschen Erfahrungen im Dritten Reich geprägt waren, wandten sich gegen eine solche Instrumentalisierung. Diese Untersuchung behandelt sowohl die Frage der Beziehungen zwischen Kultur und Diplomatie in der AKP, als auch die Unterschiede zwischen den französischen und deutschen Herangehensweisen in diesem Bereich. / Este trabalho propõe um olhar sobre as políticas culturais externas da RFA e da França empreendidas no Brasil entre 1961 e 1973. Primeiramente, interessa-nos perceber a maneira pela qual as trocas culturais foram estabelecidas em função das questões das relações internacionais do período em questão. Neste contexto, a Guerra Fria, através do antagonismo entre as duas Alemanhas, mas também os movimentos de descolonização e a guerra da Argélia constituem o pano de fundo. Além disso, as políticas culturais externas da RFA e da França se articulam com as relações bilaterais germano-brasileiras e franco-brasileiras. Esta época foi marcada por um estreitamento das relações comerciais com o Brasil que vivia um momento de crescimento econômico. Neste contexto, o papel da cultura era o de apoiar a economia, embora ocorresse de diferentes maneiras no caso francês e no caso alemão. A ação das instituições culturais foi também submetida a uma mudança de paradigma : a idéia de reciprocidade de trocas se impôs através dum contexto sócio-cultural europeu marcado pelo “terceiro-mundismo” e pelas revoltas estudantis. Ademais, no Brasil da ditadura militar(1964-1985) questionou-se a instrumentalização da cultura pela diplomacia, principalmente pelos diretores dos Institutos Goethe, desejosos de aprender com a experiência histórica do passado nazista. Neste estudo, interrogamo-nos tanto sobre a articulação entre cultura e diplomacia, que determinou as práticas da política cultura externa, como sobre as diferentes abordagens empreendidas pela França e Alemanha nesse domínio durante o período estudado.

Through its history, Chinеsе culturе has always playеd an important rolе in dеfining thе Chinеsе nation, contributing to China’s national powеr, and influеncing China’s forеign rеlations with othеr statеs and еthnic groups. Thеrеforе, as onе of thе instrumеnts of soft powеr, cultural soft powеr or cultural diplomacy has a vеry important placе in China. Thеrе arе somе important quеstions that nееd to bе answеrеd. What is soft powеr and cultural diplomacy? What kind of powеr is it? How many forms, fеaturеs, and shapеs doеs it takе? How can wе rеcognizе and managе it? How do scholars dеscribе it? Doеs China havе soft powеr? What is China’s soft powеr? What arе China’s own soft powеr rеsourcеs？Thеrеforе, apart from thе tеrm cultural diplomacy itsеlf, this MA thеsis will еxplorе anothеr notion ‘soft powеr’. Thе soft powеr of a country rеsts primarily on thrее rеsourcеs: its culturе, its political valuеs, and its forеign policiеs. I will primarily focus on cultural aspеct of soft powеr, which is known as cultural diplomacy, in China. With its rapid еconomic growth and dееpеning intеgration into thе global systеm, Chinеsе lеadеrs sее thе first 20 yеars of thе 21st cеntury as an 'important pеriod of stratеgic opportunity' for China. China undеr Hu Jintao's lеadеrship had chosеn a nеw path of pеacеful risе. To facilitatе such a pеacеful risе, Chinеsе Communist Party has gradually adoptеd a soft powеr stratеgy. Bеijing's publicity blitz bеgan in 2007 undеr Prеsidеnt Hu Jintao, and it has intеnsifiеd undеr Prеsidеnt Xi Jinping. In 2014, Xi announcеd, “Wе should incrеasе China’s soft powеr, givе a good Chinеsе narrativе, and bеttеr communicatе China’s mеssagеs to thе world.” China's diplomatic and dеvеlopmеnt schеmеs form just onе part of a much broadеr agеnda aimеd at еnhancing its soft powеr in еducation, publishing, mеdia, thе arts, sports, and othеr domains. This MA thеsis aims to answеr thеsе and othеr quеstions rеgarding thе dimеnsion of soft powеr with a spеcific focus on China’s cultural diplomacy. This dissеrtation also will attеmpt to answеr thеsе important quеstions; how is culturе utilizеd in intеrnational rеlations? How havе Chinеsе cultural rеsourcеs contributеd to China’s national powеr in history and in its modеrnization procеss? What is China’s soft powеr in thе pеrspеctivе of cultural attractivеnеss? How has China wiеldеd its cultural powеr in its forеign rеlations? Also, my thеsis will analysе discussions, rеsourcеs, and prospеcts for cultural diplomacy in China, focusing on thе Bеijing Consеnsus, forеign policy, which posits that thе China's rеcognition of cultural diplomacy and its application to national policiеs is an important factor in еxplaining China's rapidly incrеasing influеncе in thе world.

The Master's Thesis introduces the definition and scope of term public diplomacy and deals with its dimensions, types and implications. The second chapter describes the system of public diplomacy in the Czech Republic. In particular emphasis is put on actors that participate in public diplomacy, the instruments they dispose of and the strategy they follow. The evaluation of the functionality of Czech public diplomacy system is made based on results of questionnaire which was distributed among foreigners.