LICH s y - VAN HOA - XA HOI CHAU AU
/ M O HINH
Ddl NGoni CONG CHUNG cun viroNG oud'c nNH vn DCXUA'T OOI vdi vifr NnM
P h a m M i n h Son*
N g u y e n T h i T h u H a "
Loi Tda soan: Nghidn eiiu nay dugc tai trg bdi Quy Phat tiidn Khoa hgc va Cdng nghd qudc gia (NAFOSTED) trong dd tai ma sd Vl.2-2012.09.
Tom tit: Hiin nay, ddi ngogi cdng chiing hay ngogi giao cdng chiing dang ngdy cdng chimg td vai trd quan trgng cua minh trong viec tdng cu&ng sice manh mim vd dnh hu&ng qudc gia tren truong qudc te vd dugc chu trgng, ddu tu khdng kem gi cdc hogt dpng ddi ngogi chinh thuc. Qua viic tgp trung nghiin ciru md hinh hogt dpng, kinh nghiim ddi ngogi cdng chung ciia Vuong qudc Anh, mpt trong nhirng nu&c thdnh cdng trong ITnh vyc ndy, bdi viet nil ra nhirng bdi hgc quan trong nhdm riit ngdn qud trinh nghien cicu, xdy dyng, hodn thiin ly ludn vd md hinh hogt dpng ddi ngoai cdng chiing cua Viet Nam, gdp phdn ddy mgnh hogt dpng ddi ngogi cdng chiing di giiip thi gi&i hiiu ro han vi duang ldi ddi ngogi cua Viet Nam hien nay.
Tir khoa: chinh sdch ddi ngogi, sire mgnh mem, ddi ngogi cdng chiing, Vuong qudc Anh
Trong quan hd qude te hien dgi, ly thuyet ndi tidng ciia Joseph Nye' v l siic mgnh mem ciia qude gia thdng qua ddi ngogi edng chiing da ngay cang chiing minh dugc tinh diing din. Theo tac gia, ddi vdi mdt qudc gia, siic manh mem chii ydu nim d ba ngudn lye: van hda (d nhung dilm gay ldi
* PGS. TS, Hpc vifn Bao chi va Tuyen truyen
** Ths. Hpc vien Bao chi va Tuyen truyln ' Joseph S. Nye Jr. (2008). "Public Diplomacy and Soft Power", The ANNALS of the American Academy of Political and Social Science, 616, pp. 94-109.
cudn ngudi khac), cac gia tri chinh tri (khi qudc gia dd dap ling dugc cae gia tri nay ca d trong va ngoai nudc) va cac chinh sach doi ngoai (khi chiing duge xem la hop phap va ed tham quyln dao dire). Thl ki XX da chimg kiln nhilu bien chuyin trong hoat dgng ngogi giao trdn toan thl gidi, trong do ngoai vide sir dyng siic manh quan sy va siic mgnh kinh td, nhieu nudc Idn da di tien phong va phat tridn mgnh md nhimg hogt ddng ngoai giao dd tang cudng "siic mgnh mem" cua minh thdng qua ngogi giao cdng
MA hinh it^ ngoai,,. 53
chiing nhu Hoa Ki, Phap, Diic, Italia va Vuong qudc Anh (Anh). Ra ddi tir diu thl ki XX, ngogi giao cdng chiing Anh da cd nhiing budc phat tridn tich cyc dl ttd thanh md hinh dang hgc hdi cho cac nudc khac tren the gidi.
1. Qua trinh hioh thanh va phat triln cua doi ngoai cong chung Anh
Vuong qudc Anh dugc bilt din la qudc gia cd quydn lye diing diu thl gidi ttong thl ki XVIII, XIX va diu thl ki XX. Cho din cudc khimg hoang Suez nam 1956, nudc Anh vin dugc coi la mgt cudng qudc hang dau. Sau nam 1956, vdi sy mat mat eiia dd qude, vai trd thdng tri cua nudc Anh ttong cae van dd toan cau da bi giam bdt. Mac dii vay, Anh van la thanli vidn thudng tryc ciia Hpi ddng Bao an Lidn hgp qudc, mdt qudc gia thanh vidn ciia Lien minh Chau Au (EU), va la thanh vien sang lap cua G7, G8, G20, NATO, OECD, WTO, Hdi ddng Chau Au, OSCE va Khdi Thinh vugng chung, vdn duge coi la mdt di san cua dd qudc Anh.
Danh gia vl vai trd va chiic nang cua timg ylu td ddi vdi ngogi giao Anh, ed thd thiy eac nghidn ciiu diu cd cimg quan didm ring dilu lam ndn "siic mgnh mdm" eho nudc Anh la nhiing "gia tri Anh" nhu lich sir chinh phyc thupc dia va la noi ra ddi eua nhilu phat minh ciing each mgng edng nghiep lin thii nhit, Hoang gia, giao due, nghd thuat, ngdn ngii... Bdn cgnh do, ddng gdp khdng nhd cho viec duy tti hinh anh va vi thd nudc Anh tten toan the gidi, ngoai vide thilt lgp nhiing chinh sach dl ciing cd
sire manh mdm ciia Chinh phii Anh, dam bao ngudn cung ling dn dinh cho cae quy tai ttg qudc te, thuc day hoat ddng cua cac td chiic phi chinh phu cd anh hudng Idn,... khdng thd khdng kl din vide sang lap va duy tti sy phat tridn cua hai kenh ddi ngogi quan trgng dugc hogt ddng dudi su bao trg ciia Bp Ngogi giao va Khoi Thinh vugng chung Anh (FCO - Foreign and Commonwealth Office) la Hgi ddng Anh (British Council) va Tgp doan Dich vu truyen thdng Anh qudc toan ciu (BBC Worldwide Service)^. Ca hai "vii khi" lgi hai nay eua ddi ngoai edng chiing Anh ddu ra ddi ttong thap nidn 1930.
BBC toan cau chinh thiic thanh lap vao nam 1932, sau khi BBC tai Anh phat sdng 10 nam, dugc phat di bing 28 ngdn ngii ttdn toan thd gidi... Hidn nay, day mOt trong nhiing tap doin truyen thdng Idn nhat trdn thd gidi. Sy ra ddi cua BBC toan ciu nhim muc dich trd thanh "kdnh thdng tin ndi tidng va dang tin cay nhit ttdn thl gidi, tir do mang lai lgi ich cho nudc Anh, BBC va cho khip khan thinh gia ttdn toan cau" trong khi giii lai mgt "cai nhin hai hda cua nude Anh"
vd sy phat tridn ciia the gidi. Ciing gidng nhu cac phan cdn lgi cua BBC, BBC toan ciu la mpt tap doan thupc sy bao ttg ciia Chinh phu Anh. Cho ddn nam 2014, khdng gidng nhu cac phan cdn lai ciia Tap doan phai chuydn
Select Committee on Soft Power and the UK's Influence, First Report, Persuation and Power in the Modem World.
(NghiSn ciiu ve Quyln luc m i m va Anh huong ciia Anh Quoc, dugc thyrc hien du6i sir chi d^o ciia Thu&ng nghj vien Anh), truy cap tir wTvw.parliament.uk
54 NGHIEN CLTU CHAU AU • EUROPEAN STUDIES REVIEW N'^ll (182).2015
sang hogt ddng dgc lap thdng qua cac khoan phi ban quyln truydn hinh, BBC toan eau vin nhan dugc khoan tai trg chidm 12%
ngan sach ciia Tap doan (tiie khoang 250 trieu bang/nam) tir Bd Ngoai giao va Khdi Thinh vugng chung^.
Hdi ddng Anh ra ddi sau dd vao nam 1934, vdi vai trd la mpt td chiic cua Anh chuygn hogt dpng ttong linh vyc giao due \a van hda qudc tl. To chuc nay dugc dang ki nhu mpt td chiic tir thien d Anh, vdi ten gpi ban dau la Uy ban Ddi ngoai va boat ddng dudi Hien chuong Hoang gia cua vua George VI vao nam 1940, cd sii mang "tuyen truyen van hda" nham thue day lgi ieh eua Anh d nude ngoai.
Cd thd thay, sau khi thanh lap, ea BBC va Hdi ddng Anh ddu ed nhihig ddng gdp to Idn ddn anh hudng cua ddi ngoai cdng chiing Anh. Ndu nhu vai ttd cua BBC dugc danh gia eao ttong sy kidn thoat khdi sy cd lap ciia My giai doan 1939-1941'* thi Hdi ddng Anh lgi ddng vai trd quan trgng trong viec ga bd nhidu rao can vd mat van hda, ciing cd quan he ddi tac vdi nhigu qude gia khdi ddng minh sau Chien ttanh thg gidi Hai. Tir sau thdi ki Chien tranh Lanh, ddi ngogi cdng chiing Anh da ed nhigu budc phat trien va ddng gdp nhidu thanh cdng cho ngogi giao Anh, tuy nhien van con tdn tgi nhilu hgn chl va thach thirc. Nudc Anh ngay nay duy tri va md rdng boat ddng ddi ngogi ciia minh ttdn nhidu ITnh
vyc da dang va lien tuc nd luc dd dua ra cac giai phap cai thien hinh anh va vi thg ciia minh tren trudng qudc tl.
2. Cff cau to chu-c va nhirng ehi'nh sach doi ngoai cong chiing chu yeu
2.1. Co cdu td chuc
Cdng tac ngoai giao ciia Vuong qudc Anh dupe thyc hidn ehii ygu bdi Bd Ngoai giao Anh va Khdi Thinh vugng ehung. Thu tudng Chinh phii va nhidu co quan khac ddng vai trd quan ttgng ttong vide tao lgp ehinh sach. Bdn canh dd cac td chiie phi chinh phu va doanh nghiep Anh ciing gdp phan vao vide quang ba tam anh hudng ciia nudc nay. Sau nam 1945, hogt dpng nay dupe gpi la "cdng tae thdng tin" (information work) (bao gdm mgi hoat ddng cua Hdi ddng Anh va BBC toan ciu^). Tir nam 1996, cum tir "ngogi giao cdng chiing" (public diplomacy) dugc chinh thiic su dung de mo ta cdng vide cua Khdi Thinh vugng chung trong thyc hidn cac hogt ddng hudng tdi xay dyng hirib anh va nidm tin eua ngudi dan tiie gidi ddi vdi nudc Anh.
Vao nam 2002, Ban Dilu hanh Chidn luge Ngoai giao cdng chiing (The Public Diplomacy Sttategy Board - PDSB) ra ddi vdi nhiem vy tu van cai thien sy gan kit, hieu qua va tae dpng eiia nhiing nd lye cua Chinh phli trong viec thiie day vai ttd ciia Anh d nudc ngoai. Co quan nay phdi hgp boat ddng vdi Co quan Hogt ddng tgi nudc
'"Annual Review 2011/12"(PDF) BBC World Service, p. 9. Retrieved 18 July 2012
* Nicholas J.Cull (2009), Public Diplomacy Lessons from the Past, Figueroa Press, Los Angeles,
* The emergence of "public diplomacy" at the FCO, https://pdnetworks.wordpress.com/2011/07/01/the- emergence-of-public-diplomacy-at-the-fco/
JHA hinh itoi ngrtai... 55
ngoai eua Anh (Britain Abroad Task Force) va to chiic cudc hpp dau tign dudi sy chii tri cua Bd Ngoai giao Anh va Khdi Thinh vugng chung.
PDSB da phat tridn cac chiln dich quang ba cu thg nhu chiln dich ngoai giao cdng chiing Think UK (NghT v l nude Anh) nam 2003, trong dd Trung Qudc la trgng tam. Trong nam 2004, Hdi ddng da khdi xudng chidn dieh "Budc ngoat cho Y tudng"
(Crossroads for Ideas) nhim chao ddn tam qude gia mdi gia nhap EU. Hdi dong cung da giam sat mdt chidn dich keo dai mdt nam d Bac My dd quang ba vd thanh tuu khoa hpc cdng nghe cua Anh, dac bidt la trong linh vyc nang lugng, mdi trudng va y sinh hpc.
PSDB hgp bdn nam mot lan, dugc chu tri bdi Thic trudng Thudng true Bd Ngoai giao, Thii trudng Ngoai giao phu trach ddi ngogi cdng chiing va cae chuydn vidn chinh phli tir cac ban, nganh va td chirc khac cd lien quan tdi cdng tae nay nhu: Hdi ddng Anh, Bd Thuang mgi va Dau tu, BBC toan ciu, dy an VisitBritain, Bd Phat trien qudc t l , Bg Van hda, Truydn thdng va Thg thao, ehinh quyln Scotland, Wales va Bac Ailen cimg thanh vidn ciia cac td chiie tu nhan khac. Tuy nhidn, din nam 2006, Hdi ddng nay da dugc thay thd bang Hdi ddng Ddi ngoai Cdng chiing (PDB).
2.2. Chinh sdch ddi ngoai cong chung Bd Ngogi giao Anh da tdng ket day dii chinh sach ddi ngogi cdng chiing tir hai cupc chidn ttanh thl gidi den dau thap nien 1950
trong Bdo cdo Drogheda. Bao cao nham mue dich "tiip can nhiing gid tri. ed thyc tien Idn tiim ndng, cua cdng tdc thdng tin ddi ngogi cua Bp Ngogi giao, Bp Quan hi Khdi Thinh vugng chung, Bg Thupc dia, Bp Thuong mgi vd Trung tdm Thdng tin, cdc dich vu ddi ngogi ciia BBC vd cdng viic cua Hpi ddng Anh: di dua ra nhtrng khuyen cdo dua trin tdm quan trong tuong ddi cua cdc phuang phdp vd dich vu khdc nhau trong cdc ITnh vyc chinh sdch vd tinh hudng khdc nhau, nhdm dua ra khuyin nghi cho chinh sdch trong tuang lai. "^-
Trong chinh sach ddi ngogi cdng chiing hidn dgi eiia Anh, ed the thay sy thay ddi rd net nhat den tir eac cudc bau cu ciia Cdng Dang vao nam 1997. Trudc tidn, khoang thdi gian bau eii tning hgp vdi mdi quan tam vd sy thay ddi ma nudc Anh cin thd hidn ttudc the gidi va ket qua la mdt so cam ket vdi y tudng xay dung thuong hiiu qudc gia da dugc dua ra. Sau sy kidn 11/9, danh gia mdi vd doi ngoai cdng chiing da dua ra mpt each tiep can chien luge hon, chi ra rang Bd Ngoai giao Anh da tim each gay anh hudng Idn den Hdi ddng Anh trong khi khdng tinh den su khac bidt eua cae cdng tac ngogi giao van hda va gia tri cua quyen ty chu. Mdt thap ki sau dd, vao sau cupc khung hoang tai chinh, tam anh hudng ciia Bp Ngoai giao din Hpi ddng Anh va BBC da suy yeu din. Ddng gdp ciia Chinh phu vao hai td chiic imy ngay C6n dupe gpi 1^ Bao cao cua H^i d6ng DQC l§p cho Cyc ThongtindSi ngoai (1954).
' Cultural Value at the British Council and BBC World Service: a comparative examination of Annual Reports, 1952-1978,
56 NGHIEN CCfU CHAU AU - EUROPEAN STUDIES REVIEW N ^ l l (1821.2015
mdt it di vi nhilu ly do, trong dd ed van dd thuong mai hda cimg nhu sy phan hda ngay cang tang giiia cac mdi quan tam cua Chinh phli va ciia timg td chiie.
Tu qua trinh xay dyng va phat tridn ciia chinh sach doi ngogi cdng ehiing hidn dgi cua Anh nhim cac muc tieu "an ninh" va
"thjnh vugng" cd thd nhgn thay nhirng uu tidn cy thd nhu sau: Mpt Id, dam bao tdt hon cho cdng dan Anh bang each giam kha nang bi tan edng, xay dyng eac lidn minh va tang lgi thd thuang mai qudc td; Hai Id, giam thii dich vdi Anh; Ba la, gianh dupe cam tinh tir bgn be va nhung ngudi ung hdi nudc Anh tren toan thd gidi bing vide phd biln cac gia tri Anh; Bdn Id, ddi phd vdi cae mdi de dpa chi cd thd dugc giai quydt bing eac no lye qudc td; Ndm Id, md dudng cho thuang mgi Anh phat tridn d ca linh vuc hang hda va dich vu; Sdu la, thiic day ddng vdn dau tu quy md Idn, ea trong va ngoai nudc dd tang cudng sy hap dan ciia nudc Anh ddi vdi gidi dau tu va bd ttg gin kit ndi bp, dn dinh xa hpi Anh.
Dd thyc hien dugc nhung muc tidu trdn, Chinh phil Anh ciing da chi ra nhiing each thiic boat ddng dg tang cudng cdng tae ddi ngogi cdng chiing cung nhu quygn lye mim ciia Anh nhu sau: Thii: nhdt, kit ndi vdi cac ca nhan, eac nhdm xa hdi va chinh phu nudc ngoai mdt each cy thl; Thie hai, kit ndi vdi cdng chiing d nudc ngoai ndi chung bing each tao ra nhirng djch vu cdng cdng tilp can dd dang vdi nhung thudc tinh hap din cua
nudc Anh, bing each tang cudng kha nang hien didn va danh tidng ciia Anh va cac dich vu toan ciu phd bidn; 7}iie ba, gay anh hudng Idn cae gia tri toan ciu bing each thiic day sy thinh vugng chung ciia cac qudc gia^.
3. Cac hinh thirc hoat dpng not chung 3.1. Thuc hien cdc cam ket vien tr^
Hien nay, mdt phin ttong vide thuc thi chinh sdch ddi ngogi cdng chiing eiia Anh duge thong qua hinh thiie eung cip ODA.
Ban Phat trien Qudc td (DFID) dugc thanh lap nam 1999 chiu ttach nhiem thyc hien ehinh sach cung cap vien trg, chu ydu tap tnmg vao cac myc tidu phat triln qudc tl co sy cam ket ciia Anh nhu; xoa ddi giam ngheo, tang cudng nang lye chinh phii, quydn con ngudi, phat tridn phu mt, y tl, giao due, bao vd mdi trudng, phdng ngira xung dot, ciru ttg thidn tai. Vien ttg ciia Anh chii ydu dugc thyc hidn qua hai kenh: mpt niia vien ttg thdng qua eac td chiic qudc tl (chii ylu la eac to chiic thudc Lien hgp qudc, Uy ban Chau Au va Ngan hang Thl gidi), niia cdn lai thdng qua kdnh song phuang.
Phin Idn cac du an ODA eiia Anh ddu dugc cae nha thau do phia Anh chi dinh thyc hidn.
Phan bd vidn ttg tap trung vao eac nudc ngheo d chau A va tilu Sahara (khoang 76%). Tai cac nudc Trung va Ddng Au, Anh chi vi^n ttg cho cac dy an nhd ehu ylu theo dinh hudng va nhim tac ddng ddn qua trinh chuyen ddi sang nin kinh tl thi trudng.
^http.//wv™.publications.parliament.uk/pa/ld201314/
ldselect/ldsoflpower/150/15008.htm#n675
MA hinh tffii* ng^ogi... 57
3.2. Quang bd cdc dnh hu&ng thong qua cdc the chi dgc thu Anh qudc
Cd thd thiy rang vide Anh van duy tri che dp quan chu lap hidn thd hidn vai trd khdng thd thay tbd ciia Hoang gia Anh vdi dat nudc, nhu Chinh phii Anh vin ggi la
"mdt tai san quydn lye mdm va ngogi giao ddc dao". Thdng qua cae hogt dpng cua Hoang gia Anh ciing nhu Lien hidp Nghi vidn eac nudc Khdi Thinh vugng chung, nude Anh dem lai Mnh anh mpt diem den day hap din voi sy hai hda vd mat Hch sir lln hidn dgi, thu hiit su quan tam ciia cdng chiing qudc te vdi nhiing gia tri trudng tdn theo thdi gian. Tim anh hudng cua Hoang gia co the kl ddn bing cac boat ddng nhu su kien danh dau 60 nam tri vi cua Nir hoang d hon 100 Dgi sii quan Anh ttdn toan the gidi da thu hiit 50.000 khach mdi va hon mpt ti ngudi theo ddi ttdn cac phuong tien truyln thdng dgi ehiing. Ciing nhu vgy, cac su kidn nhu dam cudi Hoang gia, sy ra ddi eiia hoang tii va cdng chlia... da gianh dugc sy quan tam cua hon 2 ti ngudi tren 180 qudc gia, mang tim
"sy kien toan eau".
3.3. Cde hogt dpng trong linh virc gido dye
Vuong qudc Anh ty hao la mpt qudc gia cd nin giao due chit lugng hang dau ttdn thd gidi, thu hut ddng dao cac hpc gia, du hpc smh qudc td din hgc tap, nghien ciiu va tim hilu. Chuong trinh du hgc d Anh dang la sy lya chpn hang diu cua cac hpc sinh va sinh vidn tren toan thl gidi.
Cac hgc bdng thong qua quy Chevening dudi sy tai trg ciia Bd Ngogi giao dugc dua ddn 118 qude gia, cimg vdi mdt sd hgc bdng khac cung tu ngan sach danh cho cac ddi tugng cy thl. Chinh phu cho rang nhiing hpc bdng nay la mdt dac trung chinh cua quyln lye mdm nudc Anh do dS va dang thu hiit sinh vidn tai nang d cac nude tiep xiic vdi
"gia tri, van hda va sy da dgng cua Anh qudc". Cho den nay, Chevening da dem lgi nhiing "cdng ddng cd anh hudng Idn" ciia sinh vien d nhilu qude gia nhgn hgc bdng, tir dd hp se la nhimg ca nhan chit chdt, mgt each gian tigp hay true tiep, quang ba nude Anh dgn vdi the gidi.
3.4. Thong qua cdc hoat dpng cua Hpi ddng Anh
Qua hon 80 nam hogt dpng, Hdi ddng Anh da ttd thanh mdt td chiic uy tin va kdt ndi gan gyi nhat vdi nhung muc tidu vd ddi ngoai cdng ehiing cua Anh tdi ngudi dan tten toan the gidi. Hoat ddng ciia td chiic nay dugc bilt ddn thdng qua nhiing ehuong ttinh quang ba vd dat nudc va con ngudi nudc Anh, nin van hda dgi chiing eiia Anh (am thyc. Id hdi truyen thdng, cdng nghiep thdi trang, nin thd thao dinh cao, cac gia tri nghe thuat nhu am nhgc, dien anh, truyen binh), thitc diy giao dye thdng qua cae tridn lam td chiic dinh ki, phd bidn tidng Anh... Ben cgnh do, Hdi ddng Anh cdn thiie day cae hogt dgng qude tl hda giao due Anh, tang cudng lidn kit giao dye vdi lihigu qudc gia, ddng gdp Idn vao "xuat khau giao due", dem lgi hang ti bang doanh thu hang nam cho dit
58 NGHIEN CLTU CHAU AU - EUROPEAN STUDIES REVIEW N°11 (182).2015
nude. Nhiing hogt ddng day mgnh phd bidn thanh tyu khoa hgc ki thugt, hgp tac nghidn ciru khoa hgc duge chii ttpng nham giiip Vuong qudc Anh thu hiit dugc ngudn chat xam tir nhieu qudc gia trdn thd gidi va dem lgi ngudn nhan luc chit lugng cao ciing dgc bidt dugc Hpi ddng Anh quan tam.
3.5. Thdng qua hogt dgng cua tap dodn truyen thdng BBC todn cau
Nganh phat thanh truyen hinh cua Anh bit diu tit nam 1936 din nay da phat trien vugt bac nhd nhung tien bd cong nghe va vide dp dung truydn hinh kT thuat sd, cap quang, vd tinh va intemet. Cac dai BBCl, BBC2, da ed mat trdn khip thd gidi, tid thanh kdnh ddi ngogi quan trpng tdi qudc tl.
Xuat khiu truyen hinh dem lgi thu nhgp Idn cho nen kinh te cua Anh ban bit ki nganh cdng nghiep sang tgo nao khac. Nhin mgnh tim quan trpng cua kdnh truydn thdng nay, nguyen Tdng thu ki Lidn hgp qudc Kofi Arma da gpi BBC la "mdn qua vT dgi nhit ciia nudc Anh danh cho thd gidi". Npi dung BBC truyen tai 24/24 gid hing ngay da dinh vi nudc Anh nhu mdt qudc gia xii li thdng tin vd cimg tinh vi va hidu qua.
BBC, eiing vdi Hpi ddng Anh, la nhiing didm sang cua ngogi giao cdng chiing Anh, la nhung cdng cu tin cay dd duy tii kit noi va anh hudng ciia nudc Anh ngay ca khi quan hd lidn chmh phii gap cang tiling. Vide kit hgp nhung hogt dpng ngoai giao d nhieu ITnh vyc, nhidu kdnh thdng tin da ting va cae td chiic, thidt ehd khac nhau dang mang lai cho nudc Anh mdt hinh anh tieh cue ttdn the
gidi. Tuy rang nhiing kit qua dat dugc khdng phai liic nao ciing thanh cdng nhung nhung thanh tuu cua Anh ttdn thd gioi la khdng thl phil nhgn, la bai hgc kinh nghidm cho nhilu quoc gia ttdn the gidi tiong qua trinh thilt lap chinh sach va thye thi cac hogt ddng dli ngogi mgt each hieu qua.
4. Nhan xet va bai hpc kinh nghiem cho Viet Nam
Qua cac hogt dgng da dgng, phong phu va bidu qua tten thd gidi ndi chung va d Viet Nam ndi ridng, cd the thay ddi ngoai cong chimg Anh la mdt didn hinh cho sy kit hpp ddng bd giiia chinh sach va thyc tl, giiia cac CO quan didu hanh va ca quan thyc thi. Mdi thanh td ttong boat ddng ngoai giao ddu n5 luc va cd nhiing ddng gdp dgc tnmg dl dem lgi hinh anh va vi the bdn vung hon cua nudc Anh trdn toan thd gidi. Nhiing thanh cdng tir ddi ngogi edng chiing ciia Anh ciing dem lai mdt sd ggi md ddi vdi hoat ddng ddi ngoai cdng chiing cua Viet Nam:
Thu nhdt, thanh lap cac td ehiic chuyen bidt ve ngoai giao cdng chiing d nhidu noi trdn the gidi dudi nhidu hinh thiic (nhu cac vidn, hgc vien hay cac trung tam van hda d nudc ngoai) dd quang ba cac gia tri van hda, cac thanh tyu giao due, giang day va pho bidn tidng Viet d eac nudc khac nhau tren thd gidi. Tir dd, quang ba hinh anh dit nudc va con ngudi Viet Nam, thiic diy quan he ngogi giao nha nudc chinh thiic; la ddng lye, CO sd dd phat triln cac nganh du lich, van tai, hang khdng...
MA hi*ih ttoi njgogi,,. 59
Trdn thyc td, Viet Nam da thanh lap Trung tam Van hoa Viet Nam tgi Lao (nam 1995) va tgi Phap (nam 2008). Hai trung tam nay hogt ddng tuong ddi hidu qua va gdp phan quang ba van hda Vidt Nam tdi nhan dan hai nudc, that chat tinh doan kdt giira cae dan tgc. Tuy nhien, cd qua it trung tam van hda Viet Nam tai nudc ngoai khidn hoat ddng ngoai giao van hda ciia Viet Nam gap nhilu khd khan va chua dat dugc hidu qua nhu mong mudn.
Thu hai, thyc hidn doi ngogi cdng chiing mdt each ddng bp va chuydn nghidp. Khdng chl Dang, Nha nudc, Bd Ngoai giao hay Bp Van hda mdi lam cdng tac ngogi giao ma mdi ngudi Viet Nam phai la mdt nha ngogi giao van bda. Cac co quan phu trach ngogi giao can thyc bien cae hogt dpng mdt each chuydn nghiep vdi dpi ngii can bd, nhan vidn cd kiln thiic, kT nang chuydn mdn cao. Ngoai ra, CO quan nay can phd bidn kidn thiic ve ngoai giao cong ehiing den toan the nhan dan dl cimg tham gia vao vide quang ba hinh anh dit nudc, ciing cd nilm tin ciia ngudi dan trdn toan thl gidi vao mdt Viet Nam ddi mdi, hien dai, than thidn va hda binh.
Thu ba, xae dinh ro mye tidu eua ngogi giao cong chiing. Can tidn hanh ngoai giao cong chiing trong ITnh vyc van hda khdng chi dl bao vd ban sic van hda dan tde, gidi thidu, quang ba van hda Viet ra thl gidi ma cdn
phai tgo ra gia ttJ vat chat va lam giau co ban eac gia tri tinh than.
Thir tu, thudng xuydn td chiic cae ngay van hda, tuin van hda, eac Id hdi truydn thdng, trd choi dan gian d cac qudc gia tren thd gidi. Bd phan phy trach ngogi giao cdng chiing ciia Chinh phii can phdi hgp chat che vdi Dai sir quan Viet Nam d cac nudc dd td chirc cac boat ddng van hda dd dd dua hinh anh Viet Nam gan gyi ban vdi thd gidi, ddng thdi quang ba nhiing net dac sic, tinh hoa ttong van hda lam nen mdt Viet Nam rat dde dao, rit ridng bidt trong mat ban be qudc td.
Thu ndm, phdi hgp chat che giiia ca quan chuydn bidt phy trach ddi ngogi cdng chiing vdi cae co quan khac, dgc bipt la du lich. Tir hieu qua kinh td Hpi ddng Anh cd dugc thdng qua giang dgy tieng Anh, kinh doanh cac san phim van hda, hgp ddng vdi cac doanh nghidp, td chiic khac, Viet Nam ed the hpc hdi, ap dyng dieu nay vao qua trinh lam edng tac doi ngogi cdng ehiing ciia Viet Nam.
Ddi vdi nganh du lich, cin da dgng hda cac logi hinh cung cap thdng tin va tu van cho khach du khach nudc ngoai vd didm ddn, cae dich vy hay cac cdng ty Iii hanh uy tin,...; Phdi hgp vdi cac kdnh truydn thdng Idn trdn thl gidi nhu CNN, ABC, BBC, Discovery... thyc hidn cac chuong trinh quang ba du lich. Chuong trinh true tilp vl
60 NGHIEN CCrU CHAU AU - EUROPEAN STUDIES REVIEW N°11 (182|.2015
hang Son Dodng do dai truydn hmh ABC thyc hien gin day la tin hieu dang mimg cho sy hgp tae nay.
Thir sdu, tang eudng cdng tae thdng tin ddi ngoai, md rdng tam phii sdng va da dgng hda ndi dung ciia cac kdnh truydn thdng ddi ngoai nhu VTV4, Thdng tan xa Viet Nam, cac td bao Vietnamnews, Vietnam Investment Review. Mang xa hdi ciing cin dugc khai thac triet dd nham dua thdng tin v l Viet Nam den gan ban vdi ban be tbd gidi eiing nhu cdng ddng ngudi Viet d nudc ngoai.
Hoat ddng ngogi giao edng chiing da dupe cdng nhan rgng rai ttong vide md rpng va cimg cd anh hudng cua mdt quoc gia ddi vdi cdng ddng qudc te. Tuy nhidn, hogt ddng ddi ngoai cdng chimg ciia Viet Nam cdn mot sd ban chd, chua dap ling dugc muc tidu va mong mudn ttong tinh hinh mdi. Vi vgy, nhiing nghien cim v l ddi ngogi cdng chiing cua Vuong qudc Anh sd dem lgi nhiing kinh nghiem quy, gdp phan to Idn cho Viet Nam trong vide khac phuc nhiing tdn tgi va phat trien boat dpng ddi ngoai edng chiing dd nang cao vi thd, hinh anh, tim anh hudng cua Viet Nam ttdn trudng qudc tl.
Tai lieu tham khao 1. Joseph S. Nye Jr. (2008). "PubHc Diplomacy and Soft Power", The ANNALS of the American Academy of Political and Social Science, 616, pp. 94-109.
2. Select Committee on Soft Power and the UK's Influence, First Report, Persuation and Power in the Modem World. (Nghien cuu ve Quyen lye mem va Arih hudng eua Anh Qudc, duge thuc hien dudi su chi dao ciia Thugng nghi vien Anh), www.parliament.uk
3. Annual Review 2011/12 (PDF). BBC Worid Service, p. 9. Retrieved 18 July 2012.
4. Nicholas J.Cull (2009), Public Diplomacy: Lessons from the Past, Figueroa Press, Los Angeles.
5. The emergence of "public diplomacy" at the FCO,
https://pdnetworks.wordpress.eom/2011/07/0 1/the-emergence-of-public-dipiomacy-at-the- fco/
6. Cultural Value at the British Council and BBC World Service: a comparative examination of Annual Reports, 1952-1978.
7..http://www.publications.parliament.u k/pa/ld201314/ldseiect/ldsoftpower/l 50/150 08.htm#n675
