MEDIA DIPLOMACY - CONCEPTUAL DIVERGENCE AND APPLICATIONS

This article contends that the use of media diplomacy as a theoretical concept has been highly confusing and misleading. It substantially re vises and restricts the concept to one particular and distinctive rela tionship between the media and diplomacy. The article expands and adds two more conceptual models, public diplomacy and media-broker diploma cy, to investigate the other relationships. Each model exists only whe n certain characteristics or conditions are present, and each has diff erent professional and ethical ramifications for the three main factor s involved in diplomacy: the government, the media, and public opinion .The article demonstrates the analytical usefulness of the models thro ugh applications to various examples and case studies of significant c ontemporary diplomatic processes.