This paper explores the application of positioning theory to public diplomacy as a way to develop the theorization and empirical investigation of dialogue in the literature. First, it offers an overview of how dialogue has been conceptualized in the new public diplomacy. Secondly, it argues that there are two main problems with its current conceptualization: it is based on normative theories of communication and it does not take sufficiently into account the context where the communicative act occurs. In line with existing critical approaches to public diplomacy, the paper applies positioning theory to public diplomacy through the analysis of the case study of the Euro-Mediterranean intercultural dialogue. The preliminary conclusion is that positioning theory can enrich the theoretical foundations and empirical research of dialogue in public diplomacy and expand the use of social constructivism in IR by investigating the conditions of possibility for dialogue when relationships become mired with conflict, power, and difference.

本文探讨了定位理论在公共外交中的应用，以此作为发展文献对话的理论化和实证研究的一种途径。首先，它概述了在新的公共外交中如何将对话概念化。其次，它认为当前的概念化存在两个主要问题：它基于交流的规范理论，并且没有充分考虑到交流行为发生的环境。与现有的公共外交批评方法相一致，本文通过分析欧洲-地中海跨文化对话的案例研究，将定位理论应用于公共外交。