Цифрова дипломатія як інструмент масової комунікації в публічному управлінні

The article is devoted to conceptual views on digital diplomacy as a tool of mass communication in public administration. The idea that in the era of information society building the mass media and the Internet industry development increasingly affects the sphere of international relations is substantiated. Of particular importance are digital technologies as a communication channel and a tool for influencing public consciousness. They become the most important tool for promoting the foreign policy interests of states - public diplomacy.The analysis of publications on the issue led the authors to the conclusion that the digital technologies of the MC take public diplomacy to a new level - digital diplomacy as an innovative way of conducting diplomatic activities. The authors emphasize that the very phenomenon of "diplomacy" requires scientists to rethink in the modern international information field. In this case, the so-called "digital diplomacy", which does not have any generally accepted, fixed conceptual basis, can be interpreted as a form of public diplomacy in public administration.Exploring digital diplomacy in public administration, the authors turned to the formation and implementation of US public diplomacy. It was found that among the tools of US public diplomacy, the most effective is higher education in the United States, as the world leader in the number of foreign students. In this regard, special attention in the United States is paid to foreign audiences, education of foreign students (cultural diplomacy), educational grants, international exchange programs, information countering of international terrorism, foreign policy opponents of the United States. It is noted that in US public diplomacy, when receiving American higher education, the US Department of State pays special attention to international exchange programs - projects for future leaders.The authors note that despite the development of public diplomacy in modern society, classical diplomacy continues to retain its basic functions and institutions. However, given the influence of modern social, political, economic and technological processes, the forms and methods of classical diplomacy are being transformed.The authors conclude that the rapid development of MC at the beginning of the XXI century. became the reason for the growth of information interaction and the transformation of information into an important political and economic resource. All this suggests qualitative changes that may occur in the content and purpose of the phenomenon of "diplomacy".The article substantiates the idea that under the globalization influence and the means of the MC a special form of diplomacy was born - the so-called "digital diplomacy". Compared to classical diplomacy, digital diplomacy has broader goals - to strengthen friendly ties and establish cooperation between people in different countries.As the main points, considering the public diplomacy formation in the United States, it was found that digital diplomacy in the United States was developed under the administration of George W. Bush in 2002-2003. Since then, digital diplomacy can be called a "digital" version of public diplomacy (Web 2.0 Diplomacy). So, there is a way to influence the foreign audience and the international situation with the help of the latest tools of the MC and modern information technology. In particular, US digital diplomacy is beginning to use social networks in US government diplomatic practice. Digital support for the interaction of American diplomats with foreign Internet users begins.Examining the formation of US public diplomacy, the authors note that digital diplomacy as a tool of the MC is becoming one of the areas in public administration. To intensify its policy, the US Department of State began to use the potential impact of the digital Internet on personal computer users and mobile phone owners.The authors suggest that the basis of US digital diplomacy is the ideological basis - the value of democracy and liberal freedoms. They are effectively implemented by the information policy of Google, Facebook, Twitter and other companies in the American Internet industry. At the same time, digital diplomacy can effectively create a positive image of the country, establish positive allied relations online, informationally and psychologically influence foreign audiences to achieve the desired result, and others.The analysis of the features of digital diplomacy as a tool of mass communication in public administration in the context of social development, allowed to characterize it as a structural component of modern public diplomacy. But the problems of using so-called "digital diplomacy" in the context of globalization remain largely part of the current political discourse and require further research.