213 KB0 KB198420252021Saliu, Hasanletnik:37številka:96/97str. 189-207ISSN:0352-3608COBISSID_HOST:74783491URN:URN:NBN:SI:doc-5F8K510MenFakulteta za družbene vedeSlovensko sociološko društvoDružboslovne razpraveEvropska unijainternational imagejavna diplomacijamednarodna podobamehka močOdnosi z javnostmipublic diplomacyPublic relationssoft powerThe specifics and complexity of EU public diplomacy|The European Union (EU) is responsible for important public diplomacy programmes, including Erasmus+. Most European countries engage in activities to enhance their international image parallel to the efforts of the EU itself. By comparing the public diplomacy activities of the USA, as the founder of public diplomacy, and those of the EU, this paper aims to identify the EU's distinctive features in its image-enhancing endeavours. The paper concludes that the EU and the USA often show that they hold different values, ones that make them more attractive to foreign publics. The paper also notes the soft power held by EU member states continues to be much stronger than the effects of the EU's public diplomacy activities in boosting their imageEvropska unija (EU) izvaja pomembne programe javne diplomacije, vključno s programom Erasmus+. Večina evropskih držav skuša krepiti svojo mednarodno podobo z določenimi dejavnostmi, vzporedno s tistimi na ravni EU. Namen prispevka je s primerjavo dejavnosti javne diplomacije ZDA in EU prepoznati značilnosti EU pri uporabi teh dejavnosti za večjo privlačnost njene podobe. V prispevku ugotavljamo, da EU in ZDA pogosto izkazujeta različne vrednote, na podlagi katerih skušata vsaka na svoj način vzpodbujati privlačnost za tujo javnost. Prispevek tudi ugotavlja, da je mehka moč držav članic EU še naprej veliko močnejša od učinkov dejavnosti javne diplomacije EU pri krepitvi njene podobeTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaSlovensko sociološko društvo