ABSTRACT This examination analyses transformations to statecraft accelerated by digital media technologies. This theory-building study moves beyond digitalisation of diplomacy as a means of adapting statecraft to evolving media landscapes, and extends to the governance of soft power capabilities. It challenges static approaches to digital diplomacy and argues for conceptualisations of soft power that account for changes to statecraft. To theorise this dynamic, the concept of ‘soft power statecraft’ and the notion of hybridity in the analysis of ‘GREAT’, Britain’s prominent strategic campaign, reveal trajectories of change elicited by it. The findings, drawn from interviews, policy data, and media artefacts, reveal how ‘GREAT’ embodies a hybridised approach to soft power statecraft at the levels of governance, communicative practices, media landscapes, and cultures. They reveal how these changes translate into statecraft strategies for the articulation of soft power.

中文翻译：

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混合性和软实力治国方略：“伟大”运动

摘要 本次考试分析了数字媒体技术加速向治国方略的转变。这项理论构建研究超越了外交数字化，作为使治国方略适应不断发展的媒体格局的一种手段，并扩展到软实力能力的治理。它挑战了数字外交的静态方法，并主张将软实力概念化来解释治国方略的变化。为了将这种动态理论化，“软实力治国方略”的概念和英国著名战略运动“伟大”分析中的混合概念揭示了由此引发的变化轨迹。来自采访、政策数据和媒体人工制品的调查结果揭示了“伟大”如何在治理、沟通实践、媒体景观和文化。他们揭示了这些变化如何转化为表达软实力的治国策略。