Understanding public diplomacy, nation branding, and soft power in showcasing places via sports mega-events

2021 ◽  
pp. 298-318
Author(s):  
Nina Kramareva ◽  
Jonathan Grix
Keyword(s):  
Soft Power ◽  
Public Diplomacy ◽  
Nation Branding ◽  
Mega Events

Maximising Soft Power: the Role of Digital Diplomacy in Building Trust with Nation-Branding

2021 ◽  
Vol 1 (2) ◽  
pp. 1-19
Author(s):  
Jess Gosling
Keyword(s):  
Crucial Role ◽  
Soft Power ◽  
Driving Force ◽  
Public Diplomacy ◽  
Essential Role ◽  
Nation Branding ◽  
Building Trust ◽  
The Creation ◽  
Digital Diplomacy

Perceptions of attractiveness and trustworthiness impact the prosperity and influence of countries. A country's soft power is not guaranteed. Countries have their brands, an image shaped by the behaviour of governments, by what they do and say, whom they associate with, and how they conduct themselves on the global stage. Increasingly, digital diplomacy plays a crucial role in the creation and application of soft power. This paper argues that digital diplomacy is increasingly vital in the articulation of soft power. Digital diplomacy is a new way of conducting public diplomacy, offering new and unparalleled ways of building trust with previously disengaged audiences. Soft power is now the driving force behind reputation and influence on the global stage, where increasingly digital diplomacy plays an essential role.

scholarly journals India’s Public Diplomacy in the Twenty-First Century: Components, Objectives and Challenges

2020 ◽  
Vol 76 (1) ◽  
pp. 24-39
Author(s):  
Arijit Mazumdar
Keyword(s):  
Foreign Policy ◽  
Soft Power ◽  
Public Diplomacy ◽  
Nation Branding ◽  
First Century ◽  
International Exchange ◽  
International Broadcasting ◽  
Policy Goals ◽  
Twenty First Century ◽  
Rising Power

In recent years, several countries have made sustained efforts to project their ‘soft power’ abroad. Public diplomacy has been an important tool for this purpose. Public diplomacy involves activities usually undertaken by a national government to inform and influence foreign public opinion and attitudes in order to advance its foreign policy goals. Such activities include ‘nation-branding’, diaspora outreach, digital engagement, international broadcasting, and international exchange programmes, all of which are designed to promote a positive image and reputation of the country to a global audience. This paper discusses the role of public diplomacy in the service of India’s foreign policy goals during the twenty-first century. The practice of public diplomacy helps the country achieve two significant objectives. First, it helps allay any active or dormant fears within the international community about India as a rising power. Second, it helps India compete with other countries as it seeks to boost foreign tourist arrivals, attract foreign investment and secure new markets for its exports in an era of globalisation. This paper also briefly discusses some of the challenges associated with India’s use of public diplomacy.

Globalization, translation and soft power

Babel ◽  
2017 ◽  
Vol 63 (4) ◽  
pp. 463-485
Author(s):  
You Wu
Keyword(s):  
Cultural Values ◽  
Intercultural Communication ◽  
Soft Power ◽  
Public Diplomacy ◽  
Nation Branding ◽  
Modern World ◽  
Content Type ◽  
Chinese Context ◽  
The Face ◽  
Chinese Cultural Values

Scholars have extensively explored translation as product and as process, but relatively little attention has been paid to translation as a power of defence and construction. This paper proposes a modest step in this direction by conceptualizing the power of translation in the modern world of globalization in terms of the soft power theory, with particular reference to the Chinese context. With this in mind, the author argues that globalization presents both opportunities and challenges for translation as a soft power. In the face of rising fears regarding a crisis of identities and a cultural deficit intensified by globalization, the roles of translation as a “cultural filter” and a bridge for intercultural communication give it a defensive soft power. Under soft-power-oriented policies, translation not only serves as a “charm” tool for public diplomacy and nation-branding, but also contributes to an understanding of China’s ideals and helps export Chinese cultural values, thereby highlighting its role as a constructive soft power.

Sport mega-events and nation branding

2017 ◽  
Vol 29 (3) ◽  
pp. 900-923 ◽  
Author(s):  
Brendon Knott ◽  
Alan Fyall ◽  
Ian Jones
Keyword(s):  
Public Diplomacy ◽  
Single Case ◽  
Nation Branding ◽  
Structured Interviews ◽  
Content Type ◽  
Mega Events ◽  
Emerging Nations ◽  
Brand Building ◽  
Nation Brand ◽  
Mega Event

Purpose Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding. Design/methodology/approach An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event. Findings Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain. Originality/value While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.

scholarly journals Soft Power and Cultural Diplomacy as Counter-terrorism Measure in Contemporary International Politics

2018 ◽  
Vol III (II) ◽  
pp. 1-20
Author(s):  
Noor Fatima ◽  
Zahid Ali Khan
Keyword(s):  
Soft Power ◽  
Public Diplomacy ◽  
Structural Changes ◽  
Cultural Diplomacy ◽  
Paper Analysis ◽  
Nation Branding ◽  
Counter Terrorism ◽  
Hard Power ◽  
Nation States ◽  
Modern Development

Public diplomacy lies at the heart of modern development of information age and shapes the concept of social and political thought. This paper analysis the concept of soft power vis-a-vis counter terrorism strategy of nation states and discusses the significance of the soft power and public/cultural diplomacy in building image, nation branding and ultimately building a narrative. It will bring the reference point of Pakistan on the issue of relevance with today's world at the same time carrying a negative image of terrorist state. This paper establishes co-relation between nation branding and public diplomacy. Since the hard power is meeting with failure in order to curb the terrorism, there is limitation of state capacity to use hard power in bringing the structural changes needed for curbing terrorism. The paper recommends that there is a great need for revisiting religious narrative that extremists invoke for justification of their acts.

An Analysis of UN Peacekeeping as Pakistan’s Soft Power Asset

2018 ◽  
Author(s):  
Ume Farwa ◽  
Ghazanfar Ali Garewal
Keyword(s):  
Soft Power ◽  
Public Diplomacy ◽  
Protective Role ◽  
International Community ◽  
Conflict Zones ◽  
Hard Power ◽  
Power Resources ◽  
Un Peacekeeping ◽  
The People ◽  
Peacekeeping Missions

The power of attraction and admiration is soft power. Generally, it is perceived that hard power cannot generate soft power, but the protective role of military in humanitarian crises and conflicts negates this prevailing misperception by specifying their contexts and effective utilizations; hard power assets can be transformed into soft power resources. This paper argues that the United Nations (UN) peacekeeping missions are the source of soft power and Pakistan, being an active participant in this field, can utilize this asset for shaping the preferences of others. Overall, it did earn admiration from international community and managed to build its soft image abroad through peacekeeping missions. Pakistani blue helmets not only earned the admiration and appreciation of the people of the conflict-zones and earned praises, but from international community also. However, to what extent has the country utilized this asset of soft power to exercise its influence in the global arena remains debatable. Although Pakistan’s UN Peacekeeping missions have been an instrument of building the country’s soft image, it is publicized in a far less productive manner. Peacekeeping can be used as a means to enhance the country’s presence and the level of participation in both international and regional organizations. By effective application of soft power strategy in tandem with public diplomacy, Pakistan’s UN peacekeeping can provide the country with the platform where its narratives can be projected effectively and its influence can be exercised adroitly.

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