Who are publics in public diplomacy? Proposing a taxonomy of foreign publics as an intersection between symbolic environment and behavioral experiences

Tam, Lisa; Kim, Jeong‐Nam

doi:10.1057/s41254-018-0104-z

Cited by 17 publications

(33 citation statements)

References 51 publications

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“…For the purposes of this study, we surveyed the GKS students, who are foreigners that had spent at least 10 months in Korea, after which they evaluated the country in a survey. Their evaluations of Korea were more informed due to their direct first-hand and behavioral experiences rather than having obtained mere impressions through symbolic communication (Choi et al 2019;Tam and Kim 2019;Vibber and Kim 2019). In other words, the GKS recipients experienced "close, direct, experiential, and sociological" communication with Koreans during their long stays in the country, compared to other foreigners' "essentially distant, mediated and superficial" communications with Korea and Koreans through the culture media and international news (Yun and Kim 2008, p. 568).…”

Section: Country Imagementioning

confidence: 99%

Determinants of Global Korea Scholarship students’ word-of-mouth about Korea

Ayhan

Gouda

2021

Asia Pacific Educ. Rev.

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International student-mobility programs are one of the core programs countries employ as part of their public diplomacy portfolio. Policymakers assume that sponsored foreign students would develop positive beliefs about and emotions towards the host country, which in turn would lead to favorable behavior towards it. However, evaluations of such programs from a public diplomacy perspective are rare and Western-centric. In this paper, we analyze how Global Korea Scholarship students' cognitive and affective evaluations of Korea influence their country image and word-of-mouth about Korea; i.e., in how they voluntarily share their experiences in Korea with others. We use variance-based partial least squares structural equation modeling (PLS-SEM) to analyze the data obtained from surveying 1107 scholarship holding foreign students. Our findings suggest that students evaluate Korea most positively in terms of its culture and nature, while their evaluations are not as positive in terms of the integrity and values of the country. For positive word-of-mouth, affection towards Korea plays the most significant role, while for negative word-of-mouth, the students' beliefs about the country's integrity and values had the most influence. Our findings help identify the strengths and weaknesses in Korea's country image which can, in turn, inform and shape policies accordingly.

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Section: Country Imagementioning

confidence: 99%

Determinants of Global Korea Scholarship students’ word-of-mouth about Korea

Ayhan

Gouda

2021

Asia Pacific Educ. Rev.

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“…When developing mega-events, organizers should keep in mind that having citizens who place a high-importance on interacting with foreigners and having positive interactions during mega-events are key to the diplomacy goals of hosting these events in the first place (e.g., building positive reputation, tourism and travel intention, etc.). Tam and Kim’s ( 2019 ) recent taxonomy of important foreign publics for achieving public diplomacy goals highlights that a positive behavioral experience with a country is key to having the foreign public communicate positively on behalf of that country (i.e., advocational or ambassadorial foreign publics). An empirical study by Vibber and Kim ( 2019 ) provides further support for this connection, finding that within-border foreign publics (e.g., international exchange students) who perceived their relationship with the host country positively reported higher scores on positive megaphoning and lower scores on negative megaphoning.…”

Section: Discussionmentioning

confidence: 99%

The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events

Vibber

Lovari

2021

Place Brand Public Dipl

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This research aims to answer questions about how citizens perceive the hosting of mega-events, how they view their role in interacting with foreign visitors (e.g., person-to-person diplomacy), and to what extent they communicate in support of, or against, their country’s mega-event efforts. By focusing inward and examining citizen perceptions and communicative actions, this research expands the work that has been done around nation branding and the impact of hosting mega-events, which usually foregrounds the response of foreign publics. Internal/citizen publics are largely overlooked and bear great importance from a communication, public relations, and public diplomacy standpoint. A convenience sample of 426 Italian citizens completed the online survey. Results indicate that citizens who placed high importance on their interactions with foreigners reported significantly higher scores on attitudes toward Italy hosting the World Exposition (Expo), positive megaphoning behaviors about Italy hosting the Expo and perceived themselves as ambassadors during the mega-event. The findings highlight that the important role citizens can play as ambassadors, both of their country and on behalf of the mega-event. Their megaphoning behavior and perception of the importance of interacting with foreign visitors have the potential to magnify the positive impact of hosting mega-events both internally and abroad.

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“…As argued by Gilboa (2008), scholars in public diplomacy ought to provide a more robust theoretical foundation to the field in order to clear the confusion and push the field forward. Over the past two decades, several public diplomacy taxonomies, models, and theoretical perspectives have been introduced by scholars (Cull, 2008; Entman, 2008; Fullerton & Kendrick, 2017; Gilboa, 2008; Golan, 2015), while others drew on public relations and mass communication theories to predict and explain some of the key relationship and reputation management functions of public diplomacy (Grunig, 1993; Tam & Kim, 2019; Yun, 2006) or its public opinion outcomes (Nisbet, Nisbet, Scheufele, & Shanahan, 2004; Sheafer & Gabay, 2009; Stoycheff & Nisbet, 2016). While both approaches provide important contributions to the field’s continued development, public diplomacy is fundamentally undermined by the continuous lack of a clear organizing theoretical foundation that can guide its scholarship forward.…”

Section: Introductionmentioning

confidence: 99%

Mediated Public Diplomacy Redefined: Foreign Stakeholder Engagement via Paid, Earned, Shared, and Owned Media

Golan¹,

Manor

Arceneaux

2019

American Behavioral Scientist

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Mediated public diplomacy literature examines the engagement of foreign audiences by governments via mediated channels. To date, scholars have examined the competitive contest between global rivals in promoting and contesting one another’s frames as reflected in global news media coverage. Recognizing the meaningful impact of social media platforms, along with the global rise of government-sponsored media organizations, the current study builds on previous mediated public diplomacy scholarship by expanding the scope of the literature beyond the earned media perspective to also include paid, shared, and owned media. The article presents a revised definition of the term mediated public diplomacy along with a case study of government to foreign stakeholder engagement via the social media platform, Twitter.

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Who are publics in public diplomacy? Proposing a taxonomy of foreign publics as an intersection between symbolic environment and behavioral experiences

Cited by 17 publications

References 51 publications

Determinants of Global Korea Scholarship students’ word-of-mouth about Korea

Determinants of Global Korea Scholarship students’ word-of-mouth about Korea

The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events

Mediated Public Diplomacy Redefined: Foreign Stakeholder Engagement via Paid, Earned, Shared, and Owned Media

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