In the information-dominated every-day life of the 21st century, the world of international politics and international relations
is increasingly referring to public diplomacy (state-to-citizens)
and ‘new’ public diplomacy (citizen-to-citizen). The two constructs emerge as defining factors in the negotiation of policies
and in the implementation of interests in foreign countries. The
reason for this is society developing and acquiring an ever-more
prominent role in international relations. They, to the end of their
ability to influence foreign policy and socio-political effects, are
explored through the subject of diplomacy, with the focus being
set on public diplomacy, ‘new’ public diplomacy, and digital diplomacy. The object and the subject are explored through the perspective of security. The present work abides by the notion that
the state and society form a social system, and the people form
that system in pursuit of achieving, and then maintaining the
achieved level of security. Consideration is given to the fact that
in the contemporary, information-dominated world of the 21st
century, the discourse on foreign policy matters is not limited to
government officials. Today’s foreign affairs are communicated
between countries’ societies, and even between the individual
members of societies.
The problematic is illustrated, in light of the relations
between the Republic of Bulgaria and the Republic of Macedonia (since 2018, The Republic of North Macedonia). The main
dimension of the problem is outlined in the context of the collisions in the foreign policy relations, resulting from the artificial
creation of a nation, based on the inhabitancy of a group of
people of a historical and geographical area; as well as the negative effects, including: hate speech, the replacement of the historical past, and the physical violence applied against the right of
national self-awareness.
The work does not aim to outline the object of the scientific pursuit as a unique challenge before security or as a precedent
in international relations. Instead, it sets out to explore the notion
of presenting the said relations in line with the convergent-divergent wholeness of the scope of the contemporary diplomatic
practice.
For the achievement of the so-defined aim, the focus is set
on mass communication. Simultaneously considered is the circumstance that communication is a term, spanning the technical
and the social contexts. As a result, communication is considered
for its part which ensues between individuals, both within and
between the social systems. In line with this definition, the the�ory of Niklas Luhmann about the communication of the social
systems is considered an appropriate foundation. The states and
their respective societies are explored as social systems, which
people create in the context of security. It is assumed that such
systems “float” in an ocean of information, which forms the en�vironment that surrounds them, from which they either send or
receive information packets (informational stamps).
Of particular interest are the dimensions of communication
within diplomacy, defined as a primary tool in foreign policy, as
well as in socio-political relations. Considered is the proximity
between the three selections (messaging, informing, understanding), in which Luhmann defines communication and the main
functions of public diplomacy (informing, understanding, and influence).
The present scientific pursuit employs a phenomenological
approach. The study is performed in the following order:
In the first chapter, in line with the defined aim, outlined
are the characteristics of the object and the subject, with special
attention being given to the importance of socio-political relations between people. Accentuated is that in a world of cyberspace, intensive travel and absence of bi-polar political limitations, the communication which underpins today’s relations becomes an ever-more important factor in the diplomacy between
states. Considering this, the focus is set on public diplomacy.
The second chapter explores ‘new’ public diplomacy and
digital diplomacy. Due to the defining connection with public
communication, influential theories in the field of communication, such as ones by Niklas Luhmann and Paul Lazarsfeld, have
been explored.
In the third chapter, the analysis is completed by exploring
the environment, which the ocean of information provides for the
foreign policy relations on the Balkans. The focus is set on the
states in the South-East part of the peninsula: the Republic of
Bulgaria, the Republic of North Macedonia, the Republic of Serbia, the Hellenic Republic, and the Republic of Albania. Considered is also the influence of Russian and other interests in the
region. The focus is set on the relations between The Republic of
Bulgaria and the Republic of North Macedonia. Based on the
outset of the scientific pursuit, identified are consequences, as
well as omissions, outlined as communicational discrepancies.
The view through the prism of the so-constructed communicational framework uncovers Bulgarian-Macedonian relations
in a specific light. It draws forward accents which are visible,
but, for one reason or another, describing their importance as
factors within that framework has been causing difficulties in
past.