module specification

GI6007S - Public Diplomacy and Global Communication (2024/25)

Module specification Module approved to run in 2024/25
Module title Public Diplomacy and Global Communication
Module level Honours (06)
Credit rating for module 15
School School of Social Sciences and Professions
Total study hours 150
30 hours Scheduled learning & teaching activities
120 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   2500 word Essay.
Running in 2024/25

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Spring semester North Monday Afternoon

Module summary

The module has the following aims:
1. To examine the role of public diplomacy in world politics;
2. To explore the public diplomacy strategies and techniques employed by states and other actors in the international system;
3. To analyse the nature of contemporary international political communications;
4. To examine the role of non-state actors, such as celebrities, in global political communication.


Exploring public diplomacy, strategic communications, nation branding and propaganda;  the origins and evolution of public and cultural diplomacy;  the roles of diplomatic institutions and non-state actors in public diplomacy; the evolving nature of international political communication; the challenges of public diplomacy after 9/11; the public diplomacy of specific states and organisations, such as the UK, Canada, China and the EU. LO1,LO2,LO3

Balance of independent study and scheduled teaching activity

Teaching will comprise weekly lectures and seminars. The seminar will involve small group discussions, debates and group work. The module makes extensive use of blended learning, with full use of the dedicated WebLearn site for the module.
Reflective and independent learning will be encouraged through the regular interactive lectures and seminar discussions. Students will be required to attend all classes, to engage in the set activities, to prepare in advance by attempting assigned readings, to complete coursework ahead of deadlines, to access markers’ comments on their work and act on the feedback they receive.

Learning outcomes

List and number the learning outcomes.
Learning outcomes must be constructively aligned to demonstrate:
• Appropriateness to the Level of the module
• Attribution to the indicative syllabus
• Attribution to the assessment items

NOTE:.please consider what is the appropriate number of LOs for a module at this level and with this credit rating.

On successful completion of this module students will be able to:
1. Be conversant the major theoretical and conceptual perspectives on public diplomacy and soft power.
2. Apply their resulting analytical expertise to write and comment with authority on the subject of public diplomacy for assessment purposes.
3. Construct transferable skills in academic in such a manner for degree progression.


Identify core and additional reading
Liaise with Library Services to confirm availability of on-line licenses in academic year

Where possible, the most current version of reading materials is used during the delivery of this module.  Comprehensive reading lists are provided to students in their handbooks.  Reading Lists will be updated annually.

Alleyne, M. D. (2003) Global Lies? Propaganda, the UN and the World Order. Houndmills, Basingstoke: Palgrave Macmillan
Arndt, R. (2007) The First Resort of Kings: American Cultural Diplomacy in the Twentieth Century. Dulles, VA: Potomac Books
Bound, K., Briggs, R., Holden, J. and Jones, S. (2007) Cultural Diplomacy. London: Demos
Cooper, A. F. (2008) Celebrity Diplomacy. Boulder, CO: Paradigm
Constantinou, C., Kerr, P. and Sharp, P. (eds) (2016), The SAGE Handbook of Diplomacy. London: SAGE.
Copeland, D. and Potter, E.H. (2008) ‘Public Diplomacy and Conflict Zones: Military Information Operations Meet Political Counter-Insurgency.’ The Hague Journal of Diplomacy, Vol. 3, No. 3
Cowan, G. and Cull, N. (eds) (2008) Public Diplomacy in a Changing World. London: SAGE
Cull, N. (2012) The Decline and Fall of the United States Information Agency: American Public Diplomacy, 1989-2001. Houndmills, Basingstoke: Palgrave Macmillan
Curtis, S. and Jaine, C. (2012) ‘Public Diplomacy at Home in the UK: Engaging Diasporas and Preventing Terrorism’, The Hague Journal of Diplomacy, Vol. 7, No. 4
Finn, H. (2003) ‘The Case for Cultural Diplomacy.’ Foreign Affairs, Vol. 82, No. 6
Herman, E. S. and Chomsky, N. (1988) Manufacturing Consent. New York: Pantheon Books
Leonard, M. (2002) Public Diplomacy. London: Foreign Policy Centre
Melissen, J. (ed.) (2005) The New Public Diplomacy. Houndmills, Basingstoke: Palgrave Macmillan
Pamment, J. (2016) British Public Diplomacy and Soft Power: Diplomatic Influence and the Digital Revolution. Houndmills, Basingstoke: Palgrave Macmillan
Pigman, G. and A. Deos (2008) ‘Consuls for Hire: Private Actors, Public Diplomacy.’ Place Branding and Public Diplomacy, Vol. 4, No. 1
Rugh, W. A. (2014) Front Line Public Diplomacy: How US Embassies Communicate with Foreign Publics. Houndmills, Basingstoke: Palgrave Macmillan
Snow, N. and P. Taylor (eds) (2009) The Routledge Public Diplomacy Handbook. London: Routledge
USC Center on Public Diplomacy:
Wheeler, M. (2011) ‘Celebrity Diplomacy: United Nations’ Goodwill Ambassadors and Messengers of Peace.’ Celebrity Studies, Vol. 2, No. 1.