Vertiefungsseminar International Communication Nation Branding and Public Diplomacy

In this course we will be looking into concepts of nation branding, public diplomacy, and related areas such as marketing and public relations. Participants will develop research questions and will present examples of how certain nation-states actively go about branding themselves, how they perform public diplomacy, with what kinds of messages, what types of actions, for what target groups, and why they do this.   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. 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 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). Anholt, Simon (2007): Competitive identity: The new brand management for nations, cities and regions. Basingstoke, New York. Anholt, Simon (2010): Places: Identity, images and reputation. Basingstoke, New York. Dinnie, Keith (2015): Nation branding: Concepts, issues, practice. 2nd ed. Amsterdam. Leonard, Mark [with Catherine Stead and Conrad Smewing] (2002): Public diplomacy. London. Internet resource: http://fpc.org.uk/fsblob/35.pdf McPhail, Thomas L. (2014): Global communication: Theories, stakeholders, and trends. 4th ed. Chichester. Snow, Nancy / Taylor, Philip M. (eds.) (2009): The Routledge handbook of public diplomacy. New York, London. Wessler, Hartmut / Brüggemann, Michael (Hrsg.) (2012): Transnationale Kommunikation. Eine Einführung. Wiesbaden. Bemerkung -ACHTUNG - interne Deadline: Der Anmeldezeitraum läuft vom 01.09.2016 bis zum 02.10.2016, 23.59 Uhr (MEZ). Ab dem 03.10.2016 bis zum 21.10.2016 erfolgt die finale Zulassung durch die Dozenten!- Sozialwiss. - Medien.Pol. (BA, PO 2013) Universität Düsseldorf WiSe 2016/17 Hon.-Prof. Dr. Zöllner Oliver Hon