Midterm PDTA Flashcards
Public Diplomacy
state and non-state actors use of media and other channels of communication to influence public opinion in foreign societies
Traditional Diplomacy
government to government relations, more reserved, behind closed doors
what gives a country a soft power advantage
- culture and ideas match the global norm
- nation has greater access to multiple comms channels to influence issues in global news media
- when a country’s credibility is enhanced by image
Five components of Public Diplomacy
Listening, Advocacy, Exchange, Cultural and International Broadcasting
Listening
gathering info on a foreign public opinion/attitude towards home country to inform that country’s diplomatic strategy
Advocacy
active promotion of country’s policies/values/interests to foreign public thru official messaging
Exchange
promote person to person engagement to foster a mutual understanding
Cultural
use of arts, sports, cultural initiatives to promote national identity and build goodwill
International Broadcasting
gov’t sponsored media outlets that deliver news, info, perspectives to foreign audiences
Soft Power
NYE, ability to attract and co-opt rather than force
Three key actors
politics, media, and the public
Agenda Setting
1st level: which issues are important, what is covered
2nd level: influences perspectives emphasis on certain factors of the story
Framing
structures the narrative of an issue, how people make sense of it
Framing (types of frames)
Episodic: focus on specific instances, narrow
Thematic: emphasizes broader trends
Dominant: uncontested, can be both
Priming
influences the standards people use to evaluate politics, politicians, etc
Four steps of political PR
Research => Planning => Communication => Evaluation
Research
Find/define the different audiences of a country and measure their attitudes thru surveys
Planning
Report findings back to client/gov’t and present plan to influence public opinion
Communication
Enact plan thru press release, interview, photos, speeches, etc
Evaluation
Measure the impact of the PR thru media coverage analysis (opinion polls) and adjust based on these
Cultural Imperialism
Process by which a society is brought into the modern world system and how it is pressured to shape its social institutions to promote the values of the dominating culture
What are the four discourses of cultural imperialism?
Media imperialism, Discourse on nationality, Critique of global capitalism, Critique of modernity
Media Imperialism
Global media spreads foreign content that can overshadow the local traditions and narratives
Discourse on nationality
National cultures may be forces to synchronize with dominant foreign cultures or risk disappearing
Critique of global capitalism
consumerism and multinational corporations promote a homogenized culture through global markets
Critique of modernity
Political and economic models are often imposed alongside cultural values, influencing governance and social norms
Critiques of cultural imperialism
Assumes passive or non-resisting receiving actors, audiences actively produce meanings when consuming media, no single global culture vs single indigenous culture
What are the three views of cultural imperialism?
Convergence, Divergence, and Hybrid-Creolization
Convergence
Cultural homogenization spread via global entertainment, marketing and advertising
Divergence
Great divisions among humankind and the dominant source of conflict will be culture
Hybrid-Creolization
Glocalization, neither Westernized nor uninfluenced
Cultural Diplomacy
An interest driven gov’t practice by which formal diplomats, etc. try to shape and channel culture activities and initiatives to advance national interests
What are the four core approaches to cultural diplomacy?
Cultural Gift, Cultural Information, Cultural Dialogue and Cultural Capacity Building
Cultural Gift
Use of cultural expressions as a symbolic offering, sharing best of your culture to increase prestige
Cultural Information
Sharing unknown dimensions of culture to correct misunderstandings, shape how country is perceived
Cultural Dialogue
Encouraging two-way cultural exchanges to foster mutual understanding
Cultural Capacity Building
Supporting cultural development of other nations by providing resources, teaching cultural skills to promote understanding
Free Flow of Information
Creates conditions for people to understand each other better and in turn leads to the reduction of violence/conflict
Media Diplomacy
When media are directly employed for diplomatic purposes as channels to transmit specific targeted messages created by gov’ts
Peace Media/Journalism
Promotes constructive reporting by focusing on solutions, dialogue, and understanding to foster peace and conflict resolution
Audience Power
Lack of awareness of the necessity of societal receptivity, audiences need to be educated beforehand in order to demand high quality contextualized investigative conflict reporting
Media Power
Not the primary agenda setter in times of conflict, instead they are followers, disseminators, amplifiers
What are the four stage of cultural diplomacy?
Cultural Nationalism (1870-1914), Cultural Propaganda (1914-1945), Cultural Diplomacy (1945-1989), Cultural Capitalism (1989-Present)
Cultural Nationalism
1870-1914
Focused on strengthening national identity and maintaining connections with expats, establishment of cultural organizations, limited gov’t involvement
Cultural Propaganda
1914-1945
Focused on using cultural institutions for ideological influence and propaganda, gov’t took control of the institutions, Italy/Germany used theirs to spread their political agenda
Cultural Diplomacy
1945-1989
Focused on promoting mutual understanding and ideological influence, cultural institutions were key during the Cold War, establishment of UNESCO
Cultural Capitalism
1989-Present
Focused on expanding diplomacy as a tool for nation branding and economic influence, privatization of cultural diplomacy
What caused the shift to public diplomacy?
- Communication: ICT shrinks time and space, globalized news networks
- Politics: rise of global non-state actors
- International Relations: means have changed, reputation and image are more important
Journalism Diplomacy
Journalists acted as mediators and messengers between opposite sides
What are the three public diplomacy models?
- Cold War model
- Non-state transnational model
- Domestic PR model
Cold War model
States cultivate favorable public image in a foreign society to put pressure on foreign gov’t
Non-state transnational
Non-state actors cultivate global support for their cause, without direct state support
Domestic PR model
States enlist help of foreign domestic actors to influence public opinion to put pressure on foreign gov’t
News Values
Criteria journalists and media outlets use to determine which stories are considered newsworthy
Intrinsic Values
Clarity, Entertainment/Amusement, Power, Life, Death, Balanced Diet of News
External Values
Timing, Intermedia Agenda Setting, Political Spin and Corporate News/PR, Logistics, Where, Who
