The discipline of public diplomacy has recently given rise to the concept of network-oriented public diplomacy. The purpose of the essay is twofold: first, to explore the idea and the underlying assumptions of this "new" public diplomacy; second, to ask whether public diplomacy could be an effective tool for "small states" since most of the scholarship is written from the viewpoint of a great power. To this end, this work is proceeding in three main parts: First, the notion of network-oriented diplomacy is examined by contrasting it to traditional diplomacy and traditional public diplomacy. Second, the essay demonstrates how the "new" public diplomacy manages to achieve its objectives: persuasion and influence. Third, it proceeds to examine its implications for "small states" and concludes that network-oriented public diplomacy, if executed correctly, can help them play a more active role on the international stage.





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