EU Public Diplomacy Transformation: From the Crisis of Narrative towards External Threat

he paper deals with the recent transformation of EU public diplomacy. Changes in EU public diplomacy organizational structure are considered as well as programming documents, funding, statements of EU leadership, and expert evaluations. The problem of EU self-representation and positioning has exacerbated after the crisis of 2008. It is concluded that EU public diplomacy is in the midst of significant changes: emphasis on unique, multilateral, and peaceful nature of EU is being sidelined by the issue of external threat and securitization of EU communications. This is being carried out in expectation of consolidation of support for the integration project as well as expanding the authority of EU institutions. It is argued that financing plans for 2021‒2027 period, planning documents of European Commission, and general directorates for the next 5 years map out expansion of external threat messages within EU framework programmes. Implementation of such plans will highly likely lead to increased confrontation between the EU and Russia.