La Diplomacia Pública: Una Estrategia para Cambiar la Imagen Internacional de Colombia Socavada por el Narcotráfico

Abstract

This work analyzes Colombian public diplomacy as a strategic tool to project its image and strengthen in international relations. Using qualitative and quantitative techniques, academic literature is reviewed, and the narrative shift since the peace process is analyzed through three public diplomacy cases: the crop substitution program, President Duque's “Ruta Futuro” program, and the 2023-2033 National Drug Policy, 'Sowing Life, Eradicating Drug Trafficking.' Key concepts are highlighted, media representation is examined, and strategies are proposed to improve public diplomacy, emphasizing cultural diversity and the use of new technologies.