From Traditional to Modern Public Diplomacy: A Habermasian Approach

Public diplomacy has undergone great changes in the past years in terms of the model used for its implementation. As a result، the previous model which had been in vogue since the outset of the public diplomacy، is now considered traditional and is being gradually replaced with a new model. The transition from an image-based model of one-way asymmetrical communication to a dialogue-based model of two-way، symmetrical communication; the transition from an information framework which considered communication as a linear process for the transfer of information aimed at convincement or control to a relation-based framework which sees communications as a social process for establishment of relations and promotion of coordination; and the transition from monologue to dialogue in the process of influencing the foreign audiences are considered the basic elements of changes made to the previous model of the public diplomacy. The hypothesis used by the authors to explain the aforesaid changes is that rapid progress of communication technologies، on the one hand، and institutionalization of the idea of plurality of cultures، on the other hand، have led to this changes. The authors believe that the ideas of Jurgen Habermas about strategic action and communication action can provide a suitable theoretical framework for scrutinizing the transition process of the public diplomacy from its traditional to modern model.