EU Public Diplomacy Transformation: From the Crisis of Substance to External Threat

The paper explores recent transformation of EU public diplomacy. Changes in EU public diplomacy organizational structure are considered on the basis of programme documents, funding, statements of EU leadership, and expert opinions. The problem of EU self-representation and positioning has exacerbated after the crisis of 2008. It is concluded that EU public diplomacy is in the midst of significant changes: emphasis on unique, multilateral, and peaceful nature of EU is being sidelined by the issue of external threat and securitization of EU communications. This is being carried out in expectation of consolidation of support for the integration project as well as expanding the authority of EU institutions. It is argued that fmancing plans for 2021-2027 period, planning documents of European Commission, and general directorates for the next 5 years map out expansion of external threat messages within EU framework programmes. Implementation of such plans will can lead to further confrontation between the EU and Russia.