Public diplomacy and nation branding in foreign relations
Author
Lapree-Terzis, Zoï Clémence
Term
4. term
Publication year
2020
Submitted on
2020-06-01
Pages
61
Abstract
This thesis examines how public diplomacy and nation branding function as instruments of soft power in contemporary foreign relations, seeking to determine which approach is primarily employed by states to advance foreign policy objectives. Building on Szondi’s (2008) conceptual distinction between public diplomacy and nation branding, and his taxonomy of diplomacy types (including the shift from traditional to twenty-first-century public diplomacy), the study adopts a comparative design focused on France and India. Using a deductive approach with hypotheses and applying framing analysis to collected materials, it assesses which practices are actually deployed and how they are presented within each country’s foreign policy work. The literature review identifies a gap in systematically distinguishing these practices in the context of foreign relations; the thesis addresses this by operationalizing key conceptual differences and applying them in comparative analysis. Findings are reported in subsequent chapters and are not included in this excerpt.
Specialet undersøger, hvordan offentlig diplomati og nationsbranding bruges som bløde magtinstrumenter i moderne udenrigsrelationer, og søger at klarlægge, hvilket af de to greb der i praksis er det primære i staters arbejde med udenrigspolitiske mål. Med udgangspunkt i Szondis (2008) skelnen mellem offentlig diplomati og nationsbranding samt hans typologi for former for diplomati (herunder skellet mellem traditionel og 21.-århundredes offentlig diplomati) gennemføres et komparativt studie af Frankrig og Indien. Studiet anvender en deduktiv tilgang med opstillede hypoteser og benytter framinganalyse af indsamlet materiale for at identificere, hvilke praksisser der faktisk anvendes, og hvordan de rammesættes i de to landes udenrigsarbejde. Litteraturgennemgangen peger på et hul i forskningen, hvor praksisforskelle mellem de to begreber sjældent undersøges i sammenhæng med udenrigsrelationer; specialet søger at udfylde dette hul ved at systematisere begrebsmæssige forskelle og omsætte dem i en empirisk sammenligning. Resultater præsenteres i de senere kapitler og fremgår ikke af dette uddrag.
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