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PUBLIC DIPLOMACY IN
ASIA-EUROPE
RELATIONS
Geneva
2 July 2014
DiploFoundation
• (McDowell)
Traditional vs Public Diplomacy
state people power
coercion attraction
imposing convincing
ideologies preferences
secrecy ...
‘…efforts by the government of one
nation to influence public or elite
opinion in a second nation for the
purpose of turni...
• (McDowell)
CONCEPTS
• PROPAGANDA/SPIN
• SOFT POWER
• PUBLIC RELATIONS
• NATION BRANDING
• STRATEGIC COMMUNICATIONS
ACADEMIA / THINK TANKS
SOFT POWER
Culture
TOP TEN BRANDS 2013 (Interbrand)
Soft power is the ability to get what
you want through attraction
Joseph Nye
PROPAGANDA OR PD?
•
PSYOPS
NATION BRANDING
Nothing is more important
than reputation in the
modern world
In truth, nation branding is the
problem, not the solution
Simon Anholt
Networks are the
new communities
Revolution going viral’ - Seib
ANONYMOUS
OCCUPY
‘Networks disrupt the exercise of power’
Alec Ross
• (McDowell)
The new public diplomacy is
no longer confined to
messaging... It is also about
building relationships…and…
facilitating n...
• (McDowell)
TWO-WAY DIALOGUE
Having public diplomacy is like
playing a football match. Playing a
game is good even when you don't
care about winning or...
PERCEPTIONS AND
MISPERCEPTIONS
CULTURAL DIMENSION AND VALUES
CONNOTATIONS
rebellion : civil war
terrorist : freedom fighter
young people : youths
illegal alien : undocumented person
a...
November 2011
UKRAINE 2012
TYPECASTING AND
OTHERING
2012
2014
PARODY
“BORAT:
Cultural Learnings
of America for Make
Benefit Nation of
Kazakhstan”
.To be persuasive we must be believable;
To be believable we must be credible;
To be credible we must be truthful.
It’s as...
Truth is the best propaganda
and lies are the worst
Edward Murrow
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
Asia Europe Workshop - Introduction to Public Diplomacy presentation
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Asia Europe Workshop - Introduction to Public Diplomacy presentation

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Asia Europe Workshop - Introduction to Public Diplomacy presentation

  1. 1. PUBLIC DIPLOMACY IN ASIA-EUROPE RELATIONS Geneva 2 July 2014
  2. 2. DiploFoundation
  3. 3. • (McDowell)
  4. 4. Traditional vs Public Diplomacy state people power coercion attraction imposing convincing ideologies preferences secrecy transparency power-play mutual benefit mistrust credibility self-serving partnerships/networks directing facilitating win/lose wars for land win/win for values
  5. 5. ‘…efforts by the government of one nation to influence public or elite opinion in a second nation for the purpose of turning the foreign policy of the target nation to advantage’. Wilton Park, 2006 PD DEFINITION
  6. 6. • (McDowell)
  7. 7. CONCEPTS • PROPAGANDA/SPIN • SOFT POWER • PUBLIC RELATIONS • NATION BRANDING • STRATEGIC COMMUNICATIONS
  8. 8. ACADEMIA / THINK TANKS
  9. 9. SOFT POWER
  10. 10. Culture
  11. 11. TOP TEN BRANDS 2013 (Interbrand)
  12. 12. Soft power is the ability to get what you want through attraction Joseph Nye
  13. 13. PROPAGANDA OR PD? •
  14. 14. PSYOPS
  15. 15. NATION BRANDING Nothing is more important than reputation in the modern world
  16. 16. In truth, nation branding is the problem, not the solution Simon Anholt
  17. 17. Networks are the new communities
  18. 18. Revolution going viral’ - Seib
  19. 19. ANONYMOUS OCCUPY ‘Networks disrupt the exercise of power’ Alec Ross
  20. 20. • (McDowell)
  21. 21. The new public diplomacy is no longer confined to messaging... It is also about building relationships…and… facilitating networks at home and abroad. Jan Melissen
  22. 22. • (McDowell)
  23. 23. TWO-WAY DIALOGUE
  24. 24. Having public diplomacy is like playing a football match. Playing a game is good even when you don't care about winning or losing. One gets the chance to present his side and allow others to feel his existence. But one will definitely lose if he doesn't play at all. Fu Ying, Chinese Vice FM, 2010
  25. 25. PERCEPTIONS AND MISPERCEPTIONS
  26. 26. CULTURAL DIMENSION AND VALUES
  27. 27. CONNOTATIONS rebellion : civil war terrorist : freedom fighter young people : youths illegal alien : undocumented person apartheid wall : security fence jargon : precision difficulty : challenge
  28. 28. November 2011
  29. 29. UKRAINE 2012
  30. 30. TYPECASTING AND OTHERING
  31. 31. 2012
  32. 32. 2014
  33. 33. PARODY
  34. 34. “BORAT: Cultural Learnings of America for Make Benefit Nation of Kazakhstan”
  35. 35. .To be persuasive we must be believable; To be believable we must be credible; To be credible we must be truthful. It’s as simple as that. Murrow 1963
  36. 36. Truth is the best propaganda and lies are the worst Edward Murrow

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