THE DEMOCRATIC AND AUTHORITARIAN MODELS OF PUBLIC DIPLOMACY (USA AND PRC) IN THE XXI CENTURY: OPTIONS FOR KAZAKHSTAN

Abstract

The article analyzes the issues of interaction between the government and civil society involved in the formation and implementation of the state public diplomacy. The new public diplomacy is based on the concept of “soft power” aimed at developing the country's attractiveness in the eyes of the foreign public, capable to influence on its governments in favor of a particular state. The authors of the article tried to answer the question of whether there is a real link between effective public diplomacy and the level of its democratization. An analysis of the assets and liabilities of two successful models of the United States and China public diplomacy showed that both ones are similar in goal setting, but differ in the composition of participants and the degree of their independence in the framework of general state policy. With the formation of its own public diplomacy, Kazakhstan can follow both the American and Chinese models. However, this depends on objective and subjective factors affecting the possibility of their adaptation to Kazakhstani realities.