公共外交、公众外交,还是别的什么?

Public Diplomacy:Concept Analysis

本文从近期一次外交官与新闻总编的争论说起,探讨作为公众外交的新闻传播与传统外交之间的观念差异。文章分为四个部分。首先,介绍中国外交学者的观点:由于"外交"学科界定和研究视野的过于宽泛,导致对"外交"本身与"涉外事务"之间认知上的混淆;其次,本文梳理了"公众外交"概念在美国出现的历史脉络,点明传播学界的"公众外交"实质就是人们熟悉的"对外宣传";第三,在对概念进行辨析的基础上,本文主张将"公共外交"的用语改译为"公众外交"。最后,本文提出,对于国外概念的引进和使用,学者要有足够的话语考量。

This paper discusses the different notion of media communication,in the name of public diplomacy(PD),from that of diplomacy proper,starting from a recent dispute between a diplomat and a newspaper editor.The paper is divided into four parts.First,it introduces the confusion perception of diplomacy acdemics caused by way of labeling foreign-affairs-related activities(journalism for instance)as diplomacy-from their perspective,these activities are different in nature,with different visions.Next,through PD's naming and development,the paper indicates that the so-called PD in journalism is actually international communication which people are too familiar and more easy to understand.Then,after concept analysis,the paper argues that the'public'in PD means people—both as actors and targets in communication,not characteristics—common and collectivity.So it is more proper to translate PD as 公 众 外 交(people and people interaction),instead of公 共 外 交(common or collective actions).At the end,this paper suggests that Chinese acdemics take discourse into consideration in introducing new concepts.