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Public Diplomacy

European and Latin American Perspectives

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Edited By María Luisa Azpíroz Manero

Public diplomacy is a diplomatic and international communication activity aimed at foreign publics and seeking to create a positive image and/or political influence, contributing to the achievement of foreign policy goals.
On June 9 th , 2015, public diplomacy scholars and practitioners coming from Europe and Latin America gathered in a research seminar organised by the Centre for International Relations Studies (CEFIR), at the University of Liège. They contributed their works on public diplomacy from the perspectives of its cultural, communicative and image components. The result of that seminar is this book, which reflects the current diversity of theoretical aspects and practices of public diplomacy.
Taking the European Union, some Latin American countries (Venezuela and Mexico) and even civil society organisations as the actors whose public diplomacy actions are studied, this book provides both reflections and empirical analysis of public diplomacy strategies developed from different angles.
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Mexican Public Diplomacy in European World Expos: 1992-2015

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César CORONA

Marketing and Publications Coordinator of the Centre on Public Diplomacy (CPD) at the University of Southern California (USC)

Abstract

Mexico has been implementing public diplomacy projects unknowingly. With 164 years participating in World Expos, the Mexican Government continues to arrive to these events without clear expectations. World Expos, formally known as International Exhibitions, are among the largest public diplomacy events in the globe, but unlike other mega-events like the Olympic Games and the FIFA World Cup, World Expos are regulated by an intergovernmental treaty and supervised by an intergovernmental organisation under bilateral, multilateral and ad hoc ← 103 | 104 → diplomacy schemes. World Expos are essentially public diplomacy events where official representations of sovereign polities communicate their views and ideas with millions of citizens in a single place during extended periods of time.

Based on denotative definitions of diplomacy and public diplomacy, and on the logical framework approach, this article argues that the Government of Mexico has missed important opportunities in recent European World Expos to advance its foreign policy objectives, caused by a lack of understanding of the diplomatic nature of these events and an unnecessary delegation of functions and responsibilities. This article is focused on five World Expos held in Europe, from Expo’92 Seville to the present.

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Mexico has been implementing public diplomacy projects unknowingly. With 164 years participating in World Expos, the Mexican Government continues to arrive to these events without clear...

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