The impact of non-state actors in public diplomacy

Abstract

This study looks at the evolution of public diplomacy, and what it came to mean through non-state actors’ contributions. It evaluates how effective or otherwise these have been in diplomacy. History of non-state actors in public diplomacy, through an extensive literature review, shows that through soft power, i.e. through attraction rather than coercion, non-state actors went beyond the traditional diplomatic audiences bringing more people onboard the diplomatic vehicle. This dissertation analyses how and what can legitimise a non-state actor and what PD roles it may fulfil. It observes, compares and evaluates the attributes, modus operandi and impact of a sample of NSAs as it aims to address the delicate question of whether non-state actors thread into diplomacy to serve the country or to suit their existential purposes. This study concludes that the impact of non-state actors in various areas of public diplomacy makes this state/non-state actors relationship the way forward in a world that is continuously changing as global news unfold and states, civil society and citizens react.