254180b Public Diplomacy and Nation Branding
|Zuletzt geändert:||16.11.2017 / Zöllner|
Medienmanagement (Master, Studienstart ab WS15/16), Prüfungsleistung im Modul International Management
Häufigkeit: nur WS
Unternehmenskommunikation (Master, Studienstart ab WS15/16), Prüfungsleistung im Modul International Management in Semester 1
Häufigkeit: W17/18; W18/19
|Dozent:||Prof. Dr. Oliver Zöllner|
|Workload:||2 SWS / 3 ECTS = 90 Zeitstunden|
In the context of globalisation and mediatisation, nation-states are increasingly seen as marketable, immaterial goods. This is where nation branding sets in. Like a global corporation or a commodified product, a nation-state can be 'branded', or so it seems.|
A brand focuses on image, reputation, and certain values. A country with a bad image or reputation, or one standing for values refuted by the majority of relevant stakeholders, or a country with no image or reputation at all, will likely be left behind in the competition for access to monetary and intellectual resources, and may therefore lose out in the sociopolitical arena of influence and power. It's all about 'competitive identity', a perhaps more fashionable term.
Related to nation branding, the rather old, but recently rejuvenated concept of public diplomacy is looking at forming ties with other countries or societies by way of cultural-based public relations. This may present itself as an honest attempt at intercultural dialogue in some cases, or as just another way of self-appraisal in order to create a better image of one's country - or simply as propaganda, as critics say (and they're not always wrong).
In this course we will be looking into concepts of both public diplomacy and nation branding, and see how and where they overlap. Related areas such as marketing, public relations and propaganda will be covered, too. Students will develop research questions of their own and will present examples of how nation-states actively go about branding themselves, how such countries perform public diplomacy, with what kinds of messages, what types of actions, for what target groups, and why they do this.
#public_diplomacy #nation_branding #competitive_identity #marketing #PR #reputation_management #culture #analysis
|English Title:||Public Diplomacy and Nation Branding|
This course introduces concepts of public diplomacy, nation branding, and related areas such as international marketing and public relations. Participants will develop research questions and will present examples of how nation-states actively go about branding themselves, how such countries perform public diplomacy, with what kinds of messages, what types of actions, for what target groups, and why they do this.|
#public_diplomacy #nation_branding #competitive_identity #marketing #PR
Anholt, Simon (2007): Competitive identity: The new brand management for nations, cities and regions. Basingstoke, New York: Palgrave Macmillan.|
Anholt, Simon (2010): Places: Identity, images and reputation. Basingstoke, New York: Palgrave Macmillan.
Aronczyk, Melissa (2013): Branding the nation: The global business of national identity. Oxford, New York: Oxford University Press.
Bloomfield, Steve (ed.) (2016): How to make a nation: A Monocle guide. Berlin: Gestalten Verlag.
Dinnie, Keith (2016): Nation branding: Concepts, issues, practice. 2nd ed. London, New York: Routledge.
Leonard, Mark (2002): Public diplomacy. London: Foreign Policy Centre [Download at fpc.org.uk/fsblob/35.pdf].
Melissen, Jan (ed.) (2005): The new public diplomacy: Soft power in international relations. Basingstoke, New York: Palgrave Macmillan.
Snow, Nancy / Taylor, Philip M. (eds.) (2009): The Routledge handbook of public diplomacy. New York, London: Routledge.
Weitere Literatur finden Sie in der HdM-Bibliothek.
Subramanian, Samanth (2017): How to sell a country: The booming business of nation branding. In: The Guardian Online (7 November), URL: www.theguardian.com/news/2017/nov/07/nation-branding-industry-how-to-sell-a-country.|
Zöllner, Oliver (2017a): Public diplomacy reading list for students and researchers. In: The Place Brand Observer. Online publication (23 February, continuously updated), URL: placebrandobserver.com/theory/public-diplomacy-reading-list/.
Zöllner, Oliver (2017b): Nation branding reading list for students and researchers. In: The Place Brand Observer. Online publication (23 February, continuously updated), URL: placebrandobserver.com/nation-branding-reading-list/.
• Center on Public Diplomacy, University of Southern California (USA) - and especially their PD Hub with loads of resources to check out!
• Journal: 'Public Diplomacy Magazine'
• Journal: 'Place Branding and Public Diplomacy" (ISSN 1751-8040)
• Online portal: 'The Place Brand Observer': Place Branding Insights, Strategies, Stories, Examples
• IdentityLab (Germany)
• Institute for Cultural Diplomacy (Germany)
• Anholt-GfK Roper's Nation Brands Index
• Nation-Branding.info: 'Everything about Nation Branding and Country Brands'
• Research Center Nation Branding der Hochschule RheinMain, Wiesbaden
Useful Twitter profiles you may consider following:
• @PublicDiplomacy • @Public_Diplomat • @PublicDiplo • @PDCouncil • @PD_mag • @PDCommission • @DigiDiplomats • @_NationBranding • @CountryBranding • @PlaceBrandOBS • @JanMDiplo • @SimonAnholt