Geopolitical Perspective of the EU's Post-Pandemic Public Diplomacy Prospects and Challenges

Introduction

In the complex realm of global politics, public diplomacy has emerged as a pivotal source of soft power, enabling countries and supranational entities to shape international perceptions, foster relationships, and advance their interests. Within this landscape, the European Union (EU) has been at the forefront of pioneering and justifying its supranational identity through the art of public diplomacy. The nation-state has traditionally been the primary unit of analysis in public diplomacy studies. The European Union (EU), and therefore its foreign policy and public diplomacy, is multifaceted (Manfredi-Sánchez & Smith, 2023), with various political players and decision-making centres at both the national and supranational levels. So far, EU public diplomacy has allowed several EU institutions to connect directly with residents of nations both within and outside the EU. Through practice, the EU has refined its public diplomacy over the years. When European integration began in the 1950s, the outward image of the EU and its predecessors (the European Communities) as a peace project or a model for peace was a popular narrative (Rasmussen, 2009).

The EU's journey towards forging a supranational identity and consolidating its position on the global stage has been far from smooth. The aforementioned crises presented formidable obstacles that demanded innovative approaches to preserve unity and project influence. Public diplomacy emerged as a key strategy for the EU to overcome these hurdles and achieve positive outcomes. By strategically communicating its values, policies, and aspirations, the EU has been able to shape international narratives and garner support for its supranational project.

As the world grapples with the aftermath of the COVID-19 pandemic, the EU remains steadfast in its commitment to public diplomacy, capitalising on the lessons learned from past challenges. In this post-pandemic era, the EU recognises the importance of inter-continental connectivity and endeavours to strengthen its ties with regions such as the Indo-Pacific, Africa, Australia, the Caribbean, Latin America, and beyond. It is through robust public diplomacy efforts that the EU aims to build bridges, foster cooperation, and expand its geopolitical footprint in a rapidly changing global landscape. This book chapter seeks to bridge the research gap by delving into the intricacies of the EU's post-pandemic public diplomacy. By examining the EU's political, economic, and social connectivity at domestic and international levels, the chapter aims to shed light on how the EU's public diplomacy functions as a catalyst for its geopolitical agenda across the world. Moreover, the chapter will provide an insightful analysis of the EU's public diplomacy initiatives in various regions, exploring the extent to which the EU has succeeded in forging geopolitical and geoeconomic connections with its global partners.

In essence, the EU's public diplomacy exhibits a rich tapestry of variations as it extends its geopolitical reach towards Asia, Africa, Latin America, and other regions. Furthermore, the EU's partner institutions play a vital role in driving social, political, and economic development in these regions, as the EU remains committed to providing support and humanitarian assistance. It is through such endeavours that the EU expands its public diplomacy, positioning itself strategically in the arena of globalisation 5.0. As this chapter unfolds, it becomes increasingly evident that the EU needs to embrace a flexible public diplomacy approach to further expand its geopolitical connectivity and reinforce its geostrategic positions, with its public diplomacy holding immense significance in the realm of global politics. By authentically engaging with diverse regions and adopting an adaptive approach, the EU can bolster its supranational identity, enhance its geopolitical influence, and contribute to a more interconnected world. Through a comprehensive exploration of the EU's public diplomacy, this book chapter aims to provide valuable insights into the intricate dynamics of the EU's post-pandemic engagement, both within its borders and on the international stage.