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<article xmlns:xlink="http://www.w3.org/1999/xlink" dtd-version="1.4" article-type="research-article" xml:lang="en"><front><journal-meta><journal-id journal-id-type="issn">1998-9938</journal-id><journal-id journal-id-type="eissn">2312-8704</journal-id><journal-title-group><journal-title xml:lang="ru">Вестник Волгоградского государственного университета. Серия 4: История. Регионоведение. Международные отношения</journal-title></journal-title-group></journal-meta><article-meta><article-id pub-id-type="doi">10.15688/jvolsu4.2024.2.14</article-id><title-group><article-title xml:lang="ru">Основные препятствия для публичной дипломатии ЕС в Китае</article-title><trans-title-group xml:lang="en"><trans-title>The Main Obstacles to EU Public Diplomacy in China</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author"><name><surname>Марчуков</surname><given-names>Александр Николаевич</given-names></name><name-alternatives><name xml:lang="ru"><surname>Марчуков</surname><given-names>Александр Николаевич</given-names></name><name xml:lang="en"><surname>Marchukov</surname><given-names>Alexander N.</given-names></name></name-alternatives><xref ref-type="aff" rid="aff1"/><contrib-id contrib-id-type="orcid">0000-0002-6416-6371</contrib-id></contrib><contrib contrib-type="author"><name><surname>Морарь</surname><given-names>Кристина Андреевна</given-names></name><name-alternatives><name xml:lang="ru"><surname>Морарь</surname><given-names>Кристина Андреевна</given-names></name><name xml:lang="en"><surname>Morari</surname><given-names>Cristina A.</given-names></name></name-alternatives><xref ref-type="aff" rid="aff2"/><contrib-id contrib-id-type="orcid">0009-0000-3201-3402</contrib-id></contrib><aff-alternatives id="aff1"><aff><institution xml:lang="en">HSE University (Moscow, Russian Federation)</institution></aff><aff><institution xml:lang="ru">Национальный исследовательский университет «Высшая школа экономики» (г. Москва, Российская Федерация)</institution></aff></aff-alternatives><aff-alternatives id="aff2"><aff><institution xml:lang="en">Moldova State University (Chisinau, Moldova)</institution></aff><aff><institution xml:lang="ru">Молдавский государственный университет (г. Кишинев, Молдова)</institution></aff></aff-alternatives></contrib-group><pub-date pub-type="epub" iso-8601-date="2024-05-07"><day>07</day><month>05</month><year>2024</year></pub-date><volume>29</volume><issue>2</issue><fpage>157</fpage><lpage>166</lpage><history><date date-type="received" iso-8601-date="2023-03-01"><day>01</day><month>03</month><year>2023</year></date><date date-type="accepted" iso-8601-date="2023-06-23"><day>23</day><month>06</month><year>2023</year></date></history><permissions><license><license-p xml:lang="ru">CC BY 4.0</license-p></license></permissions><abstract xml:lang="ru"><p>Введение. Данная статья посвящена ключевым препятствиям, которые oсложняют реализацию программ публичной дипломатии Европейского союза в Китае. Актуальность данного исследования обусловлена существующим стремлением Брюсселя значительно усилить свое политическое влияние не только в соседних с ЕС странах, но и в Азиатско-Тихоокеанском регионе. Методы. Методологической основой исследования выступает социальный конструктивизм (концепт «нормативной силы» ЕС), придающий особое значение нормам в международных отношениях. Эмпирической базой исследования служат официальные документы ЕС, экспертные доклады и публикации российских и зарубежных ученых. Анализ. В статье исследованы основные акторы и направления публичной дипломатии Евросоюза в Китае. Проанализировано влияние ограничительных мер со стороны китайского правительства на публичную дипломатию ЕС, а также внешнеполитическая стратегия Евросоюза по отношению к Китаю. Результаты. Публичная дипломатия Европейского союза в Китае сталкивается с целым рядом различных вызовов: административными барьерами со стороны китайского правительства; амбивалентностью внешнеполитического курса ЕС по отношению к Китаю; изъянами существующей системы публичной дипломатии ЕС (недостатком финансовых и кадровых ресурсов, а также «посредственной» оценкой результативности программ публичной дипломатии). По мнению авторов, приверженность политических элит ЕС определенным ценностям и нормам, составляющим его «нормативную силу», создает серьезные проблемы для публичной дипломатии Евросоюза в Китае. Вклад авторов. К.А. Морарь выявила ключевые акторы и направления публичной дипломатии Евросоюза в Китае. А.Н. Марчуков выделил основные препятствия, которые мешают попыткам Брюсселя «завоевать сердца и умы» китайской общественности.</p></abstract><trans-abstract xml:lang="en"><p>Introduction. The article is devoted to the key obstacles that complicate the implementation of public diplomacy programmes of the European Union in China. The relevance of this study is due to the existing efforts of Brussels to significantly strengthen its political influence not only in the countries neighbouring the EU but also in the Asia-Pacific region. Methods. The methodological basis of the research is social constructivism (the concept of “Normative Power Europe”), which pays great attention to norms in international relations. The empirical basis of the study involves official EU documents, expert reports and publications of Russian and foreign scholars. Analysis. The article examines the main actors and areas of public diplomacy of the European Union in China. The impact of restrictive measures by the Chinese government on EU public diplomacy as well as the EU foreign policy strategy towards China are analyzed. Results. In China, the EU’s public diplomacy faces a set of different challenges: administrative barriers from the Chinese government; ambivalence of the EU’s foreign policy towards China; the shortcomings of the existing EU public diplomacy system (lack of financial and human resources as well as a “mediocre” assessment of the effectiveness of public diplomacy programmes). According to the authors, the commitment of the EU political elites to certain values and norms that constitute “Normative Power Europe” creates serious challenges for the implementation of the EU’s public diplomacy in China. Authors’ contribution. K.A. Morari identified key actors and areas of public diplomacy of the European Union in China. In addition, A.N. Marchukov highlighted the main obstacles that hinder Brussels’ attempts to “win the hearts and minds” of the Chinese public.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>публичная дипломатия</kwd><kwd>цифровая дипломатия</kwd><kwd>культурная дипломатия</kwd><kwd>норматив-</kwd><kwd>ная сила</kwd><kwd>внешняя политика</kwd><kwd>Европейский союз</kwd><kwd>Китай</kwd></kwd-group><kwd-group xml:lang="en"><kwd>public diplomacy</kwd><kwd>digital diplomacy</kwd><kwd>cultural diplomacy</kwd><kwd>normative power</kwd><kwd>foreign policy</kwd><kwd>European Union</kwd><kwd>China</kwd></kwd-group></article-meta></front><back><ref-list><ref id="ref1"><mixed-citation xml:lang="ru">Abratis J. Communicating Europe Abroad: EU Delegations and Public Diplomacy. Los Angeles, Figueroa Press, 2021. 62 p.</mixed-citation></ref><ref id="ref2"><mixed-citation xml:lang="ru">Baumler B. EU Public Diplomacy: Adapting to an Ever-Changing World. 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