Emilija Tudzarovska – Gjorgjievska

Emilija Tudzarovska – Gjorgjievska

CERIS University, Brussels


EU PUBLIC DIPLOMACY IN 21ST CENTURY:  Future challenges and perspectives

* Preferred panel or proposed panel:

PANEL 3: European Union External Relations and Politics


The new globalize changes have impact the mechanisms of the contemporary diplomacy, differing from the traditional diplomacy’ practices. Due to this evaluation, states and multilateral organizations have increased its focus on developing new public diplomacy’ strategies, too.  In this regard, the changing concept of the contemporary world order in 21 century and the need of relevant and visible European Union as emerging multilateral organization will have to shape its perspectives towards solidifying messages, goals, and the sense of unity. In such a discursive approach, which sees international politics as increasingly struggle over ideas and values, public diplomacy activities are an important means of political influence alongside traditional diplomacy among governments.

This paper will focus on the current aspects of the European Union public diplomacy’ practices, indicating the need of improved EU’ mechanisms and strategies which will help to re-establish the communication with all of its citizens, especially of those of the Western Balkan countries. Such practices can strengthen the idea for social, cultural and economic cohesion which can unify the joint responsibility and commitment towards EU external image on the global scene. Moreover, this paper aims to emphasis the emerging potential of the public diplomacy ‘soft power’ and its crucial role in the external relations of the European Union.

EU public diplomacy’ practices and its relevant implementation might be powerful tool and useful political-economic mechanism for strengthening both, EU inner capacities and EU external relations, especially with its non-EU member states. Thus can impact the sense of belongingness among the EU citizens and nations and consequently to effect their level of commitment and responsibility towards EU legislations, policies and guidelines. In this regards, these practices not only can support the efforts of the Republic of Macedonia towards its full EU integration, but can strengthen the idea of the European identity among nations of the Western Balkan countries and future EU Member States, as well.

Key words: EU, Public diplomacy, Soft power, External relations, Europeanization, European identity

Short Biography

Emilija Tudzarovska-Gjorgjievska (1981) born in Bitola. Holds B.A degree in General and Comparative Literature of the Faculty of Philology and M.A degree in Educational Management, Faculty of Philosophy at the University “St. Cyril and Methodius” in Skopje. Currently she is obtaining second MA degree in International politics at the CERIS University in Brussels. From 2005 she has been working as project coordinator at the Macedonian PEN Centre and from 2007 to 2012 as Project manager at the German political Foundation Konrad Adenauer in Skopje. Author of the book ‘A Higher Education in 21 Century: Republic of Macedonia and the European perspectives’ (2013)