Публічна дипломатія королівства Норвегія

Abstract

У роботі автор представив аналіз особливостей публічної дипломатії Королівства Норвегія через дослідження її стратегії, механізмів та інструментів реалізації. Розглянуто особливості Норвегії як «невидимої» країни та зусилля цієї держави з підвищення «привабливості» свого образу для світової громадськості. Встановлено, що стратегія публічної дипломатії Норвегії базується на чотирьох образах і ціннісних платформах: гуманітарна наддержава / миротворець; суспільство, яке живе в мирі з природою; суспільство з високим показником рівності; інтернаціональне суспільство / суспільство, наповнене духом пригод. Автор також виокремив основні інструменти реалізації публічної дипломатії Норвегії, серед яких особливе місце займають високоякісні веб-сайти державних структур, зокрема Міністерства закордонних справ та представництв країни закордоном, а також діяльність державної компанії Innovation Norway та Норвезького агентства з міжнародного розвитку (НАМР).

Public diplomacy today is a big challenge for the ministries of foreign affairs not only because of the need to communicate with a wide foreign audience and make it fast in terms of information-intensive environment. Modern public diplomacy questions the perception of being a diplomat and the sense of diplomacy itself. The analysis of the experience of various countries is important for scrutinizing the tools of public diplomacy. The author studies the experience of the Kingdom of Norway which pays much attention to its public diplomacy. Norway is the country worth studying. Norway is situated in northern Europe, has close ties with the European Union not being a member of it at the same time, occupies pretty large area with relatively small population size and vast natural resources including oil and gas, develops its own model of economy ranking high in the world rankings in different activities. Some researches call Norway an «invisible» country and consider this to be the biggest problem of Norwegian public diplomacy. The current system of interaction between government agencies and NGOs proved the existence of a so-called «Norwegian model» of cooperation, where NGOs activities and values are coordinated with the priorities and values of the governmental foreign policy, which reflects this multi-vector approach in practice. Taking into account all the above-mentioned one cannot but note that the Ministry of Foreign Affairs of Norway uses centralizing, corporatist and selective approaches to present Norway abroad and to implement public diplomacy. Norway has managed to create the image, which is seen as multi-vector and multi-directional platform of images and values that the majority of the members of Norwegian society may identify itself with and which at the same time is attractive for most political regimes, religions and cultures in the world. Such positioning expands the abilities of Norwegian government (of the Ministry of Foreign Affairs in particular) to make the actors of the civil society of Norway associating themselves with their country. Moreover, the focus on the issues of peace allows Norway to draw the attention and capture the minds of foreign audience, given that peace negotiations draw attention of the world mass media. There is no such society, political regime or religious group in the world, which would not care about the peace, nature and equality issues. That is why the effective strategy of Norwegian public diplomacy will be focused on positioning of its own country through images and values, which seems attractive not only locally but also globally. Such positioning will contribute to the increase of attractiveness (soft power) of Norway among the non-state actors within the country and abroad.