Messenger matters: European Union studies outside Europe and public diplomacy by proxy

Public diplomacy has gained worldwide acceptance due to its role in engaging foreign publics and fostering mutual understanding. However, as an integral part of public diplomacy, a message on its own cannot necessarily generate the expected effect among target groups. By drawing upon the two-step flow of communication theory, this article discusses the credibility of messengers in public diplomacy and the practical necessity of public diplomacy by proxy.Through looking at the Jean Monnet Programme, one of the European Union (EU) studies programmes launched by the EU, and its implementation in China, the article aims to develop an understanding of how EU public diplomacy by proxy is implemented towards target countries.