Shaping Global Perceptions: An Analysis of Post-Brexit Britain's Public Diplomacy Strategies and Foreign Policy Reconstruction

The Brexit vote has been "the biggest political change and challenge" for Britain and Europe since the fall of the Berlin Wall (Le Pen, 2016). Global media coverage has predominantly cast Brexit in a negative light, portraying Britain as an "isolationist" nation that is "turning its back on the world" (MacDonald, 2016: 280-281). This portrayal poses a significant threat to Britain’s global political influence, prompting the urgent need for a comprehensive reevaluation of its foreign policy approach. In an era characterised by the expansion of democracy and an increasing public influence on government decisions (Castells, 2004), effective communication and engagement with foreign publics have become imperative, particularly during times of crisis. The aftermath of the Brexit vote exemplifies such a critical juncture for Britain. At this point, public diplomacy emerges as a strategic imperative, offering states the ability to wield soft power and enhance global attractiveness (Nye, 2008). As post-Brexit Britain endeavours to realise its ambitious vision for a ‘Global Britain’ and operationalise the overarching goals outlined in the Integrated Review, public diplomacy takes centre stage as a critical foreign policy tool. Policymakers recognise the pivotal role it plays in maintaining and bolstering British soft power on the international stage. A strategic shift and developing a comprehensive global communication strategy are deemed essential for reconstructing and effectively conveying British identity to foreign audiences. The intricacies of post-Brexit Britain’s foreign policy necessitate a nuanced approach that not only addresses the immediate challenges but also seeks to reshape perceptions in the long term. In this context, public diplomacy becomes the linchpin for engaging with foreign publics, fostering positive perceptions, and aligning global audiences with Britain’s strategic objectives. This paper, rooted in constructivism and discourse analysis, embarks on an exploration of post-Brexit Britain’s public diplomacy practices. By delving into communication-centred policy development, the analysis aims to uncover how Britain shapes its national brand, influences foreign public opinion, and employs nuanced communication strategies in the complex post-Brexit landscape. This research will employ the discourse analysis method, scrutinising political speeches and official documents to unravel the strategic messages that Britain disseminates to foreign publics regarding its new position in world politics. Examining political speeches and official documents provides a unique lens to understand the deliberate choices made by policymakers in shaping the narrative surrounding Britain’s global role post-Brexit. By comprehensively scrutinising these primary sources, this research seeks to unravel the underlying discourses and rhetorical strategies employed to position Britain favourably on the global stage. In doing so, it aims to contribute valuable insights to the ongoing discourse on the evolving dynamics of international relations in the post-Brexit era.