 Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
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- “Placecinemaking”, or participatory social design for urban
placemaking-
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Abstract: Introduction/purpose The paper reflexively documents (for the first time) as a consistent approach a participatory, co-creative storytelling practice for organic place branding as developed by the researcher across cinema, digital platforms, and word-of-mouth. Focus of this paper is on the societal impact of an implicit approach, to be structured into a repeatable process. Research limitations The paper is based on reflexive observations and insights. The original empirical materials were co-created with stakeholders or developed for cinema, creative industry, or other applied uses, with the intent to develop a formalized methodology. Empirical research assets were therefore interpreted, reframed, or reflected upon from the viewpoint of both (a) social sciences and humanities and (b) place branding, leisure direction, and impact viewpoints. Theoretical framework This paper is presented as a case study. A theoretical justification is provided. Methodology/main research approach Reflexive reporting of art-based participatory interventions, between activism (action research) and storytelling for place branding. Findings Reference cases will be grounded in the City of Turin, Italy, and most specifically its underprivileged Mirafiori and Borgo Aurora districts. The paper will frame an organic field practice through reflexively structuring it as a repeatable process. Impacts of an economic, social, and artistic nature will be documented. Specific empirical research assets include: (a) fictional movie and documentary (2014, 2019); (b) video clips, based on participatory interviews; (c) reflexive evidence from original approach bridging (cinematic) storytelling to place branding; (4) information and evidence on economic and social impacts, as extracted from (a) news and other secondary sources, and (b) primary statements from key stakeholders. Conclusions The paper will offer two key value points: (a) Reflexive externalization by stakeholders of an implicit approach; (b) Potential formalization into a repeatable process, for universal adoption. The authors are committed to achieving the most societal impact through their research and consulting work and the paper will provide the opportunity to transfer findings, learnings, and assets to a wider community of stakeholders, for example, citizens and practitioners, with the required methodological reliability. Practical implications The focus of this paper is eminently practical in terms of translating an organic practice at the crossroads of the creative industry, cinematic arts, and place branding, into a structured approach, and possibly a process. The outcome will be a reflexive repeatable formalization of the said approach, for future consideration and adoption by place branding leaders and stakeholders, with societal impact as the priority.
PubDate: 2023-06-01
- Gendered silences in Western responses to the Russia–Ukraine war
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Abstract: Over last two decades the Women, Peace and Security (WPS) agenda has formed an integral part of NATO’s and many Western states’ public diplomacy strategies, most prominently in relation to the war in Afghanistan. Yet in response to Russia’s full scale invasion of Ukraine in early 2022 the West has largely remained silent on WPS, this appears surprising given that WPS has been a cornerstone of the West’s relationship with Ukraine since 2014. In this intervention, I reflect on my own and others’ work on NATO, WPS and public diplomacy and consider what this can tell us about such gendered silences in Western responses to the war. In conclusion, I call for more feminist questions to be asked of public diplomacy.
PubDate: 2023-06-01
- Transmedia storytelling and memetic warfare: Ukraine’s wartime
public diplomacy-
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Abstract: Ukraine has long been perceived internationally as a troubled post-Soviet country with crucial internal divisions. The “cleft” country narrative was dominant across media, expert, and even academic discourses. The 2022 full-scale unprovoked invasion by Russia has led, among other things, to the striking change of narrative about Ukraine. Instead of being portrayed by others, Ukraine has managed to advance its own strategic narrative—one of a brave, unified, and defiant nation, struggling against an evil empire. We discuss several factors that can explain the successful advent of the new narrative. While peculiarities of global journalistic storytelling contributed to the oversimplified narrative of Ukraine as a divided country before the full-scale invasion, the new narrative has benefited from these inherent features of journalistic coverage as well. Ukraine’s wartime public diplomacy has largely relied on effective transmedia storytelling. Embracing the third phase of mediatization, Ukraine has mastered memetic warfare of various formats across different media platforms. The case of Ukraine’s storytelling approach in times of war suggests the need for further exploration of the mechanisms of transmedia storytelling and its implications for public diplomacy research.
PubDate: 2023-06-01
- The war for Ukraine: reputational security and media disruption
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Abstract: This essay looks at the Ukraine crisis and war of 2022 through the prism of two of the author’s recent analytical concepts: Reputational Security and Media Disruption. The first is a refinement of Soft Power which emphasizes the negative experiences of countries which fail to develop an adequate international reputation. The second refers to the problems in the international system associated with the coming of a hitherto unknown mass medium which is able to sway global audiences beyond the extent associated with established platforms. The essay notes how the idea for both phenomena emerged from the Ukraine crisis of 2014. It goes on to chart the generally successful attempts by Ukraine and its western allies to plug the gaps evident in 2014 and argues that the contrastingly strong performance of Ukraine in the west in 2022 shows that public diplomacy can both build reputational security and counter media disruption. Key elements of Ukraine’s effort include the star appeal of Volodymyr Zelensky. Evidence of effectiveness include the spontaneous withdrawal of western businesses from Russia following the invasion. The essay notes the limits on Ukraine’s reputational security including its lack of traction in the Global South: a phenomenon which conversely shows the enduring reputational strength of Russia. The essay concludes by arguing that the Ukraine war contains an agenda for further study with an emphasis on both Reputational Security and Media Disruption.
PubDate: 2023-06-01
- Public diplomacy and nation branding in the wake of the
Russia–Ukraine War-
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Abstract: This academic Forum aims to identify academic concepts, theories, and assumptions from the field of public diplomacy and nation branding, which have been cast in doubt—or need to be re-examined—in light of Russia’s invasion of Ukraine in February 2022. The Forum’s goal is to raise new questions and provoke new inquiries into the complex roles that media, communication, and public diplomacy play in the Russia–Ukraine War, and in military conflict more broadly. Contributors to the Forum also reflect on how a major world event can challenge the foundations of academic thought, be it at the macro level of great power rivalries, or at the micro level of personal emotions and traumas. In order to encourage continued engagement, each of the eleven essays in the Forum, as well as this editorial Introduction, conclude with a section that outlines specific gaps in public diplomacy scholarship and directions for future research.
PubDate: 2023-06-01
- Global disengagement: public diplomacy humor in the
Russian–Ukrainian War-
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Abstract: Meaningful relationship-building with target audiences, or engagement, is the idée fixe of twenty-first-century public diplomacy. This article unsettles the prevalent view of engagement as self-evidently beneficial. In dire geopolitical circumstances, does conflicting parties’ engagement with their respective siloed audiences exacerbate global tensions rather than alleviate them' The essay probes engagement as a public diplomacy ideal by considering official humor during the Russian–Ukrainian War. Russian humor denigrates its Ukrainian and Western opponents to fortify Russia’s illiberal credentials among left- and right-wing global audiences. In turn, Ukraine jokes about Russia to liberal Western audiences to maintain wartime assistance and convey its belonging within the Euro-Atlantic community. Russian and Ukrainian divisive humor simultaneously reflects and contributes to their miscommunication, while their struggles over basic terms and facts are quickly eroding common epistemic foundations. Public diplomacy humor in the Russian–Ukrainian War thus hastens global disengagement—communicative and epistemic fragmentation along geopolitical lines—rather than cultivating relationship- and trust-building. The essay concludes with humorless speculation about a (re)turn to public diplomacy 1.5, which combines contentious state-driven communication reminiscent of Cold War public diplomacy 1.0 with the inflow of new actors, technologies, and media formats like humor characteristic of public diplomacy 2.0.
PubDate: 2023-06-01
- Nation branding vs. nation building revisited: Ukrainian information
management in the face of the Russian invasion-
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Abstract: This article re-evaluates some of the previous assumptions made related to the communication practices and information management in Ukraine since before the Euromaidan revolution in 2013. We highlight two points where previous knowledge about nation branding and nation building must be rethought in light of the latest developments Firstly, nation branding is no longer exclusively an activity that is directed to an audience of foreign investors and tourists, but also toward the international field of politics. Simultaneously, it is also clearly directed toward a domestic audience—the citizens of Ukraine. Secondly, this means that there may no longer be any sharp distinction between nation building and nation branding—at least not in times of an ongoing armed conflict.
PubDate: 2023-06-01
- How the Kremlin circumvented EU sanctions on Russian state media in the
first weeks of the illegal invasion of Ukraine-
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Abstract: This forum article is about the EU’s sanctions levelled at Russian state media, and the steps the Kremlin took to ensure its war propaganda continued to reach Europe. The article examines Kremlin efforts to coordinate cross-platform influence operations on Telegram, as well as the role of digital diplomacy accounts in partially replacing state media reach. This leads to a discussion on the role of digital diplomacy in war propaganda and some of the consequences for the future of this research field.
PubDate: 2023-06-01
- Russia’s war in Ukraine and the fractures in Western soft power
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Abstract: This essay engages with the relevance of soft power in the context of Russia’s war in Ukraine. The analysis suggests that we might be witnessing two distinct but interconnected developments when it comes to soft power: (a) the waning appeal of Western values, especially during major military conflicts that involve the West; and (b) the increasing prominence of anti-Western narratives as a branding or a soft power strategy by major non-Western powers like China and Russia. This essay calls for further de-Westernization of the study of soft power through a deeper engagement with conflicted perceptions of the appeal of Western values in the Global South, and with the opportunistic deployment of anti-Western rhetoric as a persuasion strategy.
PubDate: 2023-06-01
- “Brave Like Ukraine”: A critical discourse perspective on
Ukraine’s wartime brand-
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Abstract: Two months after the start of Russia’s full-scale invasion of Ukraine on February 24, 2022, Ukraine’s government launched a major nation-branding initiative, which has come to be known as the Brave Campaign. This is, arguably, the first instance of a state using brand communication as a strategic tool in a war. The campaign also marks a significant departure from Ukraine’s previous nation-branding messages. Drawing on critical discourse theory, this essay considers why this change in messaging strategies was possible and what it signals about the larger geopolitical and ideological context within which the Russia–Ukraine war is being fought. The essay concludes by posing a set of new questions for future research on public diplomacy and nation branding, prompted by the events of this war.
PubDate: 2023-06-01
- Brand new Ukraine' Cultural icons and national identity in times of
war-
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Abstract: Since 1991, Ukraine has struggled to build a distinctive national identity against a legacy of Russian and Soviet imperial domination. The processes of cultural decolonization, following the country’s independence, intensified after the Euromaidan Revolution in 2014. The subsequent war with Russia, which escalated in 2022, further accelerated these processes. This essay aims to contextualize the evolution of Ukrainian national identity and to highlight how the war with Russia has influenced this process. I focus on the role of cultural icons in the cultural decolonization of Ukraine as well as in projecting a new image to international audiences. I also discuss some tensions between Ukraine’s internal identity building and the country’s international presentation.
PubDate: 2023-06-01
- The road not taken: why digital diplomacy must broaden its horizons
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Abstract: To date, scholars have only investigated how societal norms reshape diplomacy. The War in Ukraine demonstrates the need to examine how diplomats’ use of digital technologies may re-shape societies. In this article I examine two new, digital practices adopted by Ukraine during the War. By analyzing these practices, I try to reflect on how these may impact the norms and values of digital societies. This article takes the road not taken by digital diplomacy scholars while demonstrating the importance of broadening digital diplomacy’s horizons and examining the reciprocal relationship between diplomacy and society.
PubDate: 2023-06-01
- The invisible luggage of the displaced: emotions, trauma and public
diplomacy-
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Abstract: All displaced people, be it refugees, migrants, or expatriates, experience a sense of loss and trauma. Ukrainians crossing the border to take refuge across Europe carry with them this emotional luggage that shapes their identity and influences their integration in their new host places. Yet, the consequences of this invisible luggage have been rarely scrutinized in depth in public diplomacy and even in diaspora diplomacy scholarship. I draw on the psychoanalytical work of Vamik Volkan to shed some light on the psychology of Ukrainian refugees and the reactions of Romanians as host population. I argue a greater engagement with studies of emotions in international relations and political psychology could shape a research agenda that addresses the role of emotions and trauma in a world shaken by many crises.
PubDate: 2023-06-01
- What happens when a country bleeds soft power' Conceptualising ‘Negative
Watch’: towards an epistemology for negative and adversarial place
branding-
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Abstract: This article contends that the classic public diplomacy model prioritising scholarly research on maximising soft power in the eyes of foreign publics needs to be extended. It proposes a new concept, Negative Watch, which dyadically complements Nye’s in (Ann Am Acad Polit Soc Sci 616: 94–109, 2008) idea of soft power. By extending the epistemology surrounding negative place branding, this paper seeks to expand the debates around it. Where soft power is about accruing power via credibility, Negative Watch maps its loss, approaching it from a communicative dimension. Using a case study approach, the article presents the concept as a model with two key components (1) An index comprising a typology of unfavourable narratives connoting negative affect towards nation brands; (2) a heuristic model outlining a spectrum of outcomes precipitated by reputational decline. The index can be used as a self-assessment tool by a nation to track its reputational erosion, so that it may take measures before it progresses too far down the spectrum of consequences. It can also facilitate systemic assessment of external actors, including allies as well as adversaries, to facilitate strategic decision making within the realm of international relations and public diplomacy.
PubDate: 2023-05-26
- What diplomats do: US citizen perspectives on the work of public diplomacy
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Abstract: This research uses Q methodology to study the perceptions that US citizens hold of diplomatic practice. It builds upon prior research into the self-perceptions that US diplomats, specifically public diplomacy practitioners, hold of the work that they do and the attributes of their profession. The research effort seeks to identify and categorize specific attributes to contribute to a greater understanding of said attributes; to facilitate the hiring, training, and management of diplomatic practitioners; and to contribute to the elaboration of a sociology of the profession of public diplomacy. Data analysis of the Q study responses of multiple survey groups in 2019 and 2021 reveal clusters of consistency in the views that diplomats and citizens share of the diplomatic profession, with regard not only to attributes considered most representative but also those considered most unrepresentative of diplomats and diplomatic behavior. In fact, second-order factor analysis revealed that while there is an observable consensus on certain values or attributes that diplomats do (or should) share, there is an even stronger and more consistent consensus on values that respondents do not consider representative of the diplomatic profession.
PubDate: 2023-05-17
- Branding Kristianstad: a case of rebranding and stakeholder engagement
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Abstract: Kristianstad is today in the process of implementing its third place brand in less than 20 years. The purpose of this case study is to describe Kristianstad’s place branding journey with a special focus on the place stakeholders and their involvement and engagement—a case of both rebranding and participatory place branding. The case study describes Kristianstad’s three distinct branding initiatives, with focus on their initiators, engagement and implementation. It is based on a collaboration with Kristianstad municipality and a descriptive approach was employed. Empirical materials were collected through interviews and active participation in workshops and meetings. The case describes Kristianstad’s place branding journey and illustrates how place stakeholders’ previous involvement and experiences influence their behaviours and perceptions of the current place brand as well as the continuing place branding process. The three main takeaways are: past experiences matter; it matters where the place brand initiative comes from; and engagement matters more than profile. Kristianstad municipality’s place branding journey shows the difficulties with rebranding a place, more specifically highlighting place stakeholders’ engagement over time.
PubDate: 2023-04-20
- The purpose of Spain’s PD: a golden circle of public diplomacy
analysis-
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Abstract: Since the introduction of the term public diplomacy (PD), PD literature has evolved and expanded in different directions, multiplying the research conducted on PD actors, programs, publics, networks, tools, and purposes. Focusing our discussion on the purpose of public diplomacy, the potential mission-driven public diplomacy model called “The Golden Circle of Public Diplomacy” by Cabrera Cuadrado (J Public Diplomacy 2:2, 2022) is used to analyze the WHY of Spain’s public diplomacy, analyzing the grand strategy purpose of the European country since the Franco dictatorship until the present day. This analysis comprises the evolution of Spain’s purpose throughout the following phases: the Franco dictatorship, the arrival of democracy (or Transition), and the beginning of the twenty-first century. Interviews to key PD practitioners were conducted to complement the research. An outlook into the future of Spain’s public diplomacy grand strategy is also included.
PubDate: 2023-04-15
- Imaginative communities: admired cities, regions and countries by Robert
Govers-
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PubDate: 2023-03-01
DOI: 10.1057/s41254-021-00214-6
- Soft power and media power: western foreign correspondents and the making
of Brazil’s image overseas-
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Abstract: Despite a growing recognition of the role of the media in nation branding, a clear understanding of the relationship between the latter and foreign correspondents is absent and needed. Although foreign correspondents are a key target of nation branding, studies generally depict these journalists as vehicles exploited by authorities and consultants rather than actors in their own right. Drawing on twenty-one interviews with foreign correspondents who have covered Brazil in the last two decades, this article identifies three relationship modes between journalists and nation branding: ‘challenging’, ‘aligning with’ and ‘filtering’ soft power. These modes open up a more nuanced understanding of the soft power-journalism nexus, with foreign correspondents having the potential to be collaborators or antagonists of soft power. Acknowledging the agency of Western journalists in relation to soft power initiatives is especially important for Global South nations, due to the dependency of the latter on securing positive coverage by overseas news organisations and their perceived need to be recognised by the West. Moreover, although foreign correspondents claim to contest the version of Brazil put forward by authorities, they ultimately favour similar forms of national imagination, emphasising economic performance, global inequalities and consequently restricting alternative possibilities to communicate the nation.
PubDate: 2023-03-01
DOI: 10.1057/s41254-021-00247-x
- Correction to: Gendered silences in Western responses to the
Russia–Ukraine war-
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PubDate: 2023-02-13
DOI: 10.1057/s41254-023-00297-3
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Hybrid journal (It can contain Open Access articles)
