Development of Slovak Public Diplomacy in the Post-Independence Period

Abstract

The chapter is devoted to the history of public diplomacy development in Slovakia after independence. The process is seen non-linear and can be divided into two stages. The first stage covers a period since joining Slovakia the EU, and public diplomacy is characterized by using traditional methods of cultural diplomacy, advocacy, international broadcasting. At this stage, public diplomacy practices were a reflection of national debates over the European identity. The second stage lasts from 2001 to the present day and focuses on new approaches to the country promotion (e.g., nation branding). Public diplomacy activities were influenced mainly by efforts of the Slovak government to reinvent the national identity during this period. As it is discussed, Slovakia should invest more in cultural and digital diplomacy nowadays, so it could help the Slovaks not only improve relations with neighbors, but also contribute to the development of their national identity.