Network Approach in Public Diplomacy: A Critical Analysis in the Context of Mass Society Practices

Abstract

The concept of mass society is generally considered as an emphasis on the loss of the individual in society. Gustave Le Bon defines mass society as mindless, motivated masses. Today, it is assumed that the individual in the society can think independently, be rational and question. The network society approach is based on the idea of an independent and organized individual. According to Jan Van Dijk and Manuel Castells, with the help of technology and globalization, the way of production and communication has taken the form of a more organized and complex network. The network approach in public diplomacy (Metzl, 2001; Hocking, 2005; Zaharna R. , 2007; 2010) is accepted as an effective approach of public diplomacy. The approach, which is planned around volunteerism, synergy and team belonging, is based on the production of messages and the continuous circulation of the message within the system. In this study, the activities regarding the network society approach in public diplomacy is discussed through a critical perspective. The concepts of 'volunteering', 'synergy', 'team belonging', ‘flexibility` and ‘horizontal participation’, which constitute the basic principles of the network approach, were analyzed on the basis of the mass society approach. Purpose of the study: To critically consider the network-based public diplomacy approach and to analyze the concept of network society according to the principles of the mass society approach.