THE ROLE OF MEDIA AND MASS MEDIA IN STRENGTHENING THE INFLUENCE OF CULTURAL DIPLOMACY
Keywords:
Mass media, cultural diplomacy, soft power, globalization, international broadcasting, media reforms, Deutsche Welle, TRT, CNN, Uzbekistan, multilingual media, public diplomacy, digital communication, nation branding, media internationalization.Abstract
This article explores the role of mass media as a strategic tool in cultural diplomacy within the context of globalization. It examines how influential countries such as Germany, Turkey, and the United States utilize international media platforms like Deutsche Welle, TRT, and CNN to promote their cultural values, shape public perception, and extend their soft power globally. The study highlights the transformative effect of modern communication technologies in enhancing the reach and impact of media diplomacy through multilingual and digital content. It also draws attention to Uzbekistan’s evolving media landscape and emphasizes the need for developing globally competitive media institutions to project the nation's image and voice in the international arena. The article ultimately argues that effective media diplomacy requires both content localization and alignment with international media standards to succeed in the global information ecosystem.
