Purpose/Aim: The purpose of this paper is to describe how a number of strategically selected employees at the Swedish Institute, with the purpose to promote Sweden in the world, look at the challenges facing Sweden concerning nation branding in the new era of cooperation within the European Union. I examine how these people look upon the work of public diplomacy and nation branding in order to actively participate and influence the EU's common communications platform. Material/Method: The method used in this thesis is qualitative interviews. The reason why I chose this method is because I consider it to be the most appropriate in order to collect information about how these selected employees at the Swedish institute regard the challenges that lay ahead in terms of nation branding within the European Union. Main results: On the basis of the results I have gained by dint of the analysis, it can be concluded that it is of utmost importance to take the societal changes, which are a result both of the worldwide globalization and the EU cooperation, into consideration when designing a future communication strategy for the Swedish Institute. The nation-state continues to play an important role in Sweden, but its importance is declining as the EU cooperation is progressing. The citizens’ identity plays a crucial role in designing a nation’s communications strategy, and from the analysis I conclude that we move not from a Swedish to a European identity, but towards a pluralistic union where multiple identities meet under one umbrella; the EU. / <p>Författaren heter numera Michelle Bornestad. 131003</p>

Submitted by Augusto Júnior da Silva Santos null (augustojr2005@hotmail.com) on 2017-12-07T22:24:44Z No. of bitstreams: 1 Dissertação final Augusto.pdf: 5603741 bytes, checksum: a1b338a0526b45f297bae2e0960c3427 (MD5) / Approved for entry into archive by Minervina Teixeira Lopes null (vina_lopes@bauru.unesp.br) on 2017-12-08T11:40:52Z (GMT) No. of bitstreams: 1 santos_ajs_me_bauru.pdf: 5297558 bytes, checksum: 5a9d0d565d67b7862ec4f344fa9f28c8 (MD5) / Made available in DSpace on 2017-12-08T11:40:52Z (GMT). No. of bitstreams: 1 santos_ajs_me_bauru.pdf: 5297558 bytes, checksum: 5a9d0d565d67b7862ec4f344fa9f28c8 (MD5) Previous issue date: 2017-10-31 / Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP) / O termo radiodifusão internacional se refere à uma modalidade de veículos de rádio e televisão financiados por Estados-nacionais e direcionados a públicos estrangeiros (PRICE, 2002). A atuação estratégica dessas emissoras pode ser compreendida sob a perspectiva da diplomacia pública. Nesse sentido, afirma-se que elas são utilizadas como instrumentos que buscam, por exemplo, promover a imagem de seus respectivos países patrocinadores e gerar, assim, soft power. Diante desse contexto, esta investigação se debruçou sobre a experiência brasileira em radiodifusão internacional: a TV Brasil Internacional, a qual foi criada em 2010 dentro da Empresa Brasil de Comunicação (EBC). O objetivo principal desta pesquisa foi identificar de que maneira o referido veículo representa os aspectos culturais do Brasil mundo afora. Para tanto, com base no princípio constitucional que determina que a programação de estações de rádio e televisão promovam a cultura nacional e regional do país (artigo 221, II), foi conduzida uma análise de conteúdo das reportagens exibidas pelo telejornal que compõe a grade da TV Brasil Internacional, o Repórter Brasil. Os resultados demonstraram que diversas identidades e realidades culturais do país foram representadas, fato que pode contribuir para a desconstrução de estereótipos sobre o Brasil. No entanto, verificou-se que o canal perdeu sua essência internacional e que ele parece estar caminhando em direção ao seu fim. / The term international broadcasting refers to a category of state-sponsored media directed at foreign audiences (PRICE, 2002). The strategic operation of these broadcasters might be comprehended from the public diplomacy perspective. In this sense, they are used as an instrument in order to promote, for instance, the image of their respective sponsor countries and to fuel soft power. In light of this context, this research focused on the Brazilian experience in international broadcasting: TV Brasil Internacional, which was established in 2010 within Brazil Communication Company (EBC). The main objective of this study was to identify how this TV channel represents the cultural aspects of the country. Thus, it was conducted a content analysis of its news stories in light of the constitutional principal that establishes that radio and TV stations must promote the national and regional culture of the country (article 221, II). The outcomes showed that different cultural identities and realities of Brazil were conveyed, which might contribute to the deconstruction of stereotypes about this country. However, it was also verified that this Brazilian TV channel has lost its international identity as well as it seems to be moving toward its end. / FAPESP: 15/11783-1 / BEPE FAPESP: 16/08531-3

Cultural diplomacy is one part of the public diplomacy which affects almost everybody of us. Studied countries- Germany and France - carry out two of the most intensive and generous foreign cultural policies, nevertheless which differ in basic principles. First two chapters examine both policies from the general point of view. The last one compares their cultural diplomacy in the Czech republic, from both historical and contemporary (institutional question and programme question)point of view.

The thesis defines the term of public diplomacy and describes it by its main actors and dimensions. The second chapter is focused on the concrete concept of public diplomacy in the Czech Republic and Germany. Attention is paid to most important documents and the main actors. Chapter three deals about the actions of public diplomacy in the Czech-German relations.

The aim of the thesis was to describe how Poland is promoted as a destination of tourism in the Czech Republic and to comprave the way to the other neighbouring countries. The first chapter is focused on the economical profile of Poland, the second chapter contains characteristics of Poland as a destination of tourism and the chapter is finishe by the SWOT analysis of Polish tourism. The third chapter deals with the ways of promotion of Poland and other neighbouring countries in the Czech Republic and follows the activities in three fields -- activities of national agencies for tourism, cultural institutes and performing of public diplomacy in the Czech Republic.

Tatev Derzyan (41794665) The Effectiveness of Erasmus+ and UGRAD Soft Power on Armenia during Hard Times (Nagorno-Karabakh War 2020) Abstract The thesis focuses on soft power and public diplomacy through exchange study programs of the European Union and the United States. Precisely, the thesis studies the influence of the educational exchange programs (Erasmus+ and UGRAD) on the Armenian exchange students in the scope of soft power. After establishing the influence of the exchange programs on the formation of the perceptions about the host countries, the thesis further focuses on the sustainability of the perception taking into consideration the Nagorno-Karabakh Second war which is a 'critical juncture' as it was a dramatic event in the life of the Armenian youth and could have influenced their views of the EU and the US. It is important to note that the academic literature on the exchange students' perceptions does not provide any studies through the lenses of the political events in the participants' home country. Thirty-nine semi-structured interviews have been conducted among the Erasmus+ and UGRAD participants from Armenia alongside the content analysis of the documents that the EU and the US released during the Nagorno-Karabakh Second war in order to understand what was the politics of the host...

Taiwan is still in partial diplomatic isolation. As a small country with a limited share in world affairs is not only limited by his specific requirements, but also to the instruments that are entitled to use. The only way to escape from this situation means expanding the number of diplomatic allies and efforts for integration into international structures. Recommended tools for small state foreign policy used to achieve its objectives, primarily by soft power. Based on the classification of Taiwan as a small state, the recommended instruments are of public and economic diplomacy. They act through creating a positive image of the country abroad and various forms of foreign assistance. Taiwan needs to gather as much support from the general public in different countries. A strong motivation for him is his effort to build its own space and fixed position for national survival and growth in China's shadow. By defining each of the central concepts, integrating Taiwan into the actual facts and the application of selected instruments for Taiwan's foreign policy terms there is built a connection between the small states issue and areas of economic and public diplomacy as soft power tools of Taiwan's foreign policy.

本稿は日中の対外政策を構成する重要な概念である、PDの変容を分析した。本稿の検証が示すように、両国のPDの概念変容は決してそれぞれ独自の要因のみで説明できるわけではなく、互いを含む他者との相互作用の中で起こっているのである。国家がPDを活かしてソフト・パワーを追求しているため、日中のPDはしばしば他国とのパワーバランスの変化に影響されており、両国が抱えている国内の問題と課題も、それぞれのPDの変容を促した要因である。 / 博士(政治学) / Doctor of Political Science / 同志社大学 / Doshisha University

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This thesis focuses on the ideological workings of Germany’s main public diplomacy organization, the Goethe-Institut. Drawing upon his experience doing fieldwork at the Goethe-Institut in Tashkent, Uzbekistan, and employing discourse and semiotic analysis, the author identifies four ideological currents within the organization. Relating these currents to four specific interest groups for which the Goethe-Institut is a strategic point of operation, and examining their complex interrelation, allows for an analysis of how their interplay at once constructs, deconstructs and reconstructs the notion of the German Nation.