Veranstaltungsbeschreibung

254180b Public Diplomacy and Nation Branding

Zuletzt geändert:23.09.2022 / Zöllner
EDV-Nr:254180b
Studiengänge: Medienmanagement (Master), Prüfungsleistung im Modul International Management in Semester 1
Häufigkeit: nur WS
Unternehmenskommunikation (Master), Prüfungsleistung im Modul International Management in Semester 1
Häufigkeit: nur WS
Dozent: Prof. Dr. Oliver Zöllner
Link zur Veranstaltung / zum E-Learning-Kurs: Das Passwort zur Einschreibung in den begleitenden Moodle-Kurs erhalten Sie von mir, nachdem Sie sich für den Kurs im Stundenplansystem eingeschrieben haben.
Sprache: Englisch
Art: -
Umfang: 2 SWS
ECTS-Punkte: 3
Workload: 2 SWS / 3 ECTS = 90 Zeitstunden
Inhaltliche Verbindung zu anderen Lehrveranstaltungen im Modul: Public Diplomacy und Nation Branding - was ist das? Und warum sind diese beiden Konzepte gerade in einer Zeit der zunehmenden globalen Entflechtung so faszinierend? Eine Antwort ist sicher, dass Prozesse der öffentlichen Diplomatie und der staatlichen Markenpflege die ganze Zeit über ablaufen, wir aber diese internationale Arena des Wettbewerbs zwischen Staaten nur selten wahrnehmen. Kenntnisse hierüber sind aber gerade für angehende Kommunikations- und Marketingfachkräfte enorm wichtig und erweitern den eigenen Horizont.
Public Diplomacy will bei ausländischen Zielgruppen das Verständnis für die Kultur des eigenen Landes (und damit auch: für seine Außenpolitik) fördern. Demokratische Staaten setzen hierbei auf verlässliche und wahrheitsorientierte Information. Doch wie ist das bei autokratischen und diktatorischen Systemen? Hier kommen online wie offline auch Phänomene wie "Desinformation" und "Propaganda" ins Spiel: Nicht alle globalen Akteure sind offensichtlich der Wahrheit verpflichtet. Nation Branding versucht mit den Mitteln der Markenbildung und -führung, ein Land als Marke wahrnehmbar und von anderen Ländern im Sinne einer "competitive identity" unterscheidbar zu machen - und mit dieser Story unübersehbar auf der globalen Landkarte zu positionieren. Im Kern geht es also bei beiden Konzepten um internationale Kommunikation, nationale Reputation - und um Macht.
Solche Prozesse werden in diesem Kurs an zahlreichen Beispielen vorgestellt und analysiert. Sie werden schnell merken, dass auf diesem Gebiet viele Berufsfelder angesiedelt sind (und angesichts zahlreicher Krisen auch nicht weniger werden). Da ist es gut, wenn man sich auskennt. Diese Vorlesung bringt Sie auf den Weg dorthin. Und hat bisher allen Teilnehmer:innen ziemlich viel Spaß gemacht. Also: Lassen Sie sich überraschen, was Sie hier alles lernen können.
Prüfungsform:
Bemerkung zur Veranstaltung: Englisch
Beschreibung: In the context of globalisation (on the decline) and mediatisation (still increasing), nation-states are frequently 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 most likely be left behind in the global 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 for nation branding.
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 culturally based public relations. This may come across 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). The world has returned to a war of words and images (in addition, real wars have always been there).
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 as well. 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
English Abstract: This course is about international communication and international marketing in times of increasing disintegration. The terms "public diplomacy" and "nation branding" may at first sound odd to you, but they touch upon urgent global debates and developments indeed. Why do countries need to communicate that they exist? (Why, for instance, is it important for Austria to make sure it doesn't get confused with Australia?) Why do nations compete with each other? (What power blocs are emerging?) What does this have to do with questions of identity? (What are nations there for anyway?) How do nations go about conceptualising and practising these concepts? And what is the role of disinformation and propaganda in all this? (Sadly, not all protagonists in the global arena are dedicated to the idea of truth.)
This course is an introduction to the 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 and how they communicate with the rest of the world. Yes, these are (to a greater or lesser degree) political issues, but don't be afraid of that - they will be explained in the course and they will broaden your horizon as a future communicator. It is actually quite fascinating stuff.
#public_diplomacy #nation_branding #competitive_identity #marketing #PR
Literatur: 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.
Anholt, Simon (2020): The good country equation: How we can repair the world in one generation. Oakland: Berrett-Koehler.
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.
Chitty, Naren / Ji, Li / Rawnsley, Gary D. / Hayden, Craig (eds.) (2017): The Routledge handbook of soft power. London, New York: Routledge.
Dinnie, Keith (2016): Nation branding: Concepts, issues, practice. 2nd ed. London, New York: Routledge.
Hartig, Falk (2019): Public Diplomacy. Internationale PR für Staaten – eine Annäherung. Wiesbaden: Springer.
Leonard, Mark [with Catherine Stead and Conrad Smewing] (2002): Public diplomacy. London: Foreign Policy Council. Download: fpc.org.uk/wp-content/uploads/2006/09/35.pdf.
Melissen, Jan (ed.) (2005): The new public diplomacy: Soft power in international relations. Basingstoke, New York: Palgrave Macmillan. Download: www.culturaldiplomacy.org/academy/pdf/research/books/soft_power/The_New_Public_Diplomacy.pdf.
Snow, Nancy / Cull, Nick (eds.) (2020): The Routledge handbook of public diplomacy. 2nd ed. London, New York: Routledge [Zum E-Book hier].
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.


Weitere Literatur finden Sie in der HdM-Bibliothek.
Internet: Zöllner, Oliver (2019): Public diplomacy & nation branding bibliography & reading list for students and researchers: www.oliverzoellner.de/public-diplomacy-nation-branding.html.
A fantastic place for accessing literature on international relations, public diplomacy, etc., right here in Stuttgart is the library of the Institut für Aulandsbeziehungen (ifa) at Charlottenplatz.
Do not miss a single episode of the podcast series "People, Places Power" courtesy of the Center on Public Diplomacy (CPD) of the University of Southern California.

Other great resources:
Be smart and really do have a look at the Center on Public Diplomacy (CPD) of the University of Southern California - and especially their PD Hub with loads of resources to check out, plus their fantastic publication series CPD Perspectives on Public Diplomacy with 70+ papers!
Social Science Open Access Repository - with loads of freely available documents
Journal: 'Public Diplomacy Magazine'
Journal: 'Place Branding and Public Diplomacy'
Online portal: 'The Place Brand Observer': Place Branding Insights, Strategies, Stories, Examples
International Place Branding Association (IPBA)
The #DigitalDiplomacy podcast, produced by the Embassy of Denmark in Madrid
IdentityLab (Germany)
Institute for Cultural Diplomacy (Germany)
Simon Anholt's Good Country Index
Bloom Consulting's Digital Country Index (NBI)
Portland/USC's Soft Power 30 Report: A Global Ranking of Soft Power
Nation-Branding.info: 'Everything about Nation Branding and Country Brands'

Useful Twitter profiles you may consider following:
@PublicDiplomacy @Public_Diplomat @PublicDiplo @PDCouncil @PD_mag @PDCommission @DigiDiplomats @_NationBranding @CountryBranding @PlaceBrandOBS @JanMDiplo @SimonAnholt