The Most Important Aspects of the New Diplomacy

From all differences that distincts ‘old’ and ‘new’ diplomacy, the progress of ICT (information and communication technology) and the diplomacy becoming more public are in the fundamental importance. When characterizing these broad change dynamics, Manuel Castells argues that at present, we are experiencing a paradigm shift towards the ‘informational society’. This term refers to a specific form of social organization, where information generation, processing, and transmission become the fundamental sources of productivity and power, due to newly emerged technological conditions (Batora, 2008, 52).

Moreover, the most powerful states are no longer the only significant international actors. Bilateral state-to-state diplomacy has been increasingly supplemented by multilateral forms of diplomacy. The number of new state and non-state actors has arise into arena of international relations. With many different actors the process is more open, what is more, it is more related to well- being, and other, wider range of issues (e.g. environment, economics, trade etc.), rather than only to security dilemmas. When the negotiations, which are fundamentally important in a casualty of diplomacy, are kept in secrecy an consist of small number of negotiators, it has more chance to succeed, than those, which consist of multi-parties as well as it is easier to keep 2 parties negotiations, and more important, their content secret, not showing ‘the cards in advance’ (White, 2005, 390).

It is less possible to keep the secrecy, where innovation technologies are involved. The example of WikiLeaks organization, which brought secret diplomatic documents to the daylight and caused chaos in the mass media and pubic life.. This example is just one of many that shows the importance of raised ‘soft power’ in international relations, where the primary focus is on state’s image. in the 21st century it is more important how do you look like, than the way you

are. The 9/11 terror attack in the United States served as an initiator for America to start company on promoting state’s image gaining support and reliance of other states. Clinton’s cut budget on promoting America’s image was increased by Bush. Engaging public, rather than having a public government gives some positive results. However, not only state’s diplomatic system is trying to promote its image abroad and the mass media has a huge role to play ion this context. Western celebrities have a tendency to take part in charity campaigns for foreign countries, moreover, one cinematographic movie on international issues, might affect the public opinion more than a diplomatic negotiation.