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INTRODUCTION
Recent history has seen a proliferation of peace-oriented international organisations, increasingly efficient international travel and instant communications subverting the bounds of geography, all of which make physical force becomes a less and less feasible approach for attaining a nation's political goals. In this context, a theory of 'soft power' has emerged, describing a nation's ability to accomplish its goals through attraction to its policies and culture, rather than coercion (Nye, 2008, p. 95). This concept, that opinions can be harnessed and controlled by a government as a component of their foreign policy is not new - Machiavelli suggested informational and cultural resources as useful political tools over 500 years ago (Dizard, 2004, p. 1) - but has gained increased attention from governments and diplomats in recent years.
Perhaps the most contentious debate within the theory of soft power is regarding its actual efficacy as a complement to traditional concepts of hard power (such as military, economic and political clout). Still, many nations value the theory of soft power and pursue campaigns of public diplomacy in attempts to improve their soft power in the hopes of achieving a variety of political and economic goals. For instance, Serbia hopes to join the European Union (EU), but is held back by its history of ethnic antagonism, war and isolation. To help Serbia along the path to EU accession are a number of public diplomacy channels including government departments, non-profit organisations and media outlets.
Serbia and the other nations of former Yugoslavia provide interesting case studies for scholars of public diplomacy. First, most of these countries are pursuing the specific goal of EU membership, suggesting both a target for their public diplomacy (EU member states) as well as a measurable goal of its ultimate effectiveness (EU membership). Second, the Balkan states also offer an indication of how public diplomacy responds to new contexts, given the dramatic political, economic and social changes in the region (Hall, 2002, p. 325). An evaluation of Serbia's public diplomacy could be especially useful in drawing conclusions regarding how nations overcome stigma, a relevant issue to many countries around the world.
While many countries are employing techniques of public diplomacy, evaluating the efficacy of these campaigns remains difficult. Through case studies of countries...