Globalization abates barriers and makes the world similar, but also leads countries to perform like companies seeking and competing for global capitals. In this competition the „nation brand‟ becomes a critical tool to stand out and attract any sort of foreign investments. In this research, the factors which affect the nation brand, presented in the Anholt´s hexagon model, will be tested through the combination of theory on nation branding and empirical data. The study analyzes how different organizations affect and promote the commercial image of Spain in Sweden. Up to seven entities susceptible to affect the brand Spain were analyzed; the ICEX, the economic and commercial office of Spain in Stockholm, the embassy of Spain in Stockholm, Invest in Spain, the Elcano Royal institute, the Hispanic-Swedish chamber of commerce in Madrid and the Swedish trade council in Madrid. The study also presents an outline of the current context of the brand Spain and its projection in Sweden, as well as an overview on the trade relationship between both countries. The individual commitment of most of the organizations investigated, under the guidance of the Ministry of foreign affairs and the Ministry of industry, tourism, and trade of Spain, appears as one of the main findings. Despite the limited scope of this investigation, the relative novelty of this field of study leaves room for further research in different directions, questioning those who claim that globalization threats local diversity.

La présente étude vise à appréhender en trois temps la public diplomacy des Etats-Unis, objet civilisationnel protéiforme. Notre premier chapitre a pour objectif la constitution d’un appareil théorique permettant de comprendre le fonctionnement de la projection d’une image extraterritoriale des Etats-Unis. La multiplicité d’acteurs, d’auteurs et de prescripteurs façonnant la public diplomacy américaine nécessite d’en dresser une taxonomie. Par ailleurs, les nombreux prismes disciplinaires par lesquels la public diplomacy est décrite font amplement varier son signifié. Pour donner du sens à cet ensemble hétérogène, nous choisissons d’étudier la public diplomacy des Etats-Unis sous l’angle de la propagande. Notre second chapitre est une étude pratique. Celle-ci révèle que la littérature consacrée à la public diplomacy est de nature quasi hagiographique. Présentée comme vertueuse par ses acteurs, la réalité est tout autre. Quatre cas d’étude – la « campagne de vérité » sous Truman, la « guerre du Vietnam » sous Johnson, l’Office of Public Diplomacy for Latin America and the Caribbean sous Reagan, ainsi que la « guerre contre la terreur » sous Bush fils – montrent que sa praxis est en contradiction avec sa rhétorique. Lors de l’ultime chapitre, on s’interrogera sur les différences entre effets annoncés et effets constatés. Le phénomène le plus notable est la constitution d’un maillage international de personnes influentes au sein d’instituts servant de relais au message américain. Cet effet fait-il des chercheurs en Etudes américaines des propagandistes à leur insu ? / This three-part dissertation considers U.S. public diplomacy as a protean American Studies object. Part one is the creation of a theoretical apparatus to assist readers in their comprehension of how America projects its image abroad. The (too) many actors, authors and policy-makers involved in the shaping of American public diplomacy require the creation of a taxonomy. What is more, depending on academic focus, the meaning of public diplomacy varies. To make sense of this heterogeneous set, we choose to use propaganda as the master signifier tying together the different facets of public diplomacy. Part two is a practical study. Quasi hagiographic literature massages the reader into believing public diplomacy is of a virtuous nature. Yet four case studies (Truman’s Campaign of truth, Johnson’s Vietnam War, Reagan’s Office of Public Diplomacy for Latin America and the Caribbean and Bush 43’s so-called “War on Terror”) reveal the width of the gap that separates rhetoric from practice. Part three ponders the difference between supposed and real effects of American public diplomacy. Its most tangible achievement being the creation of a network of influential people and institutions to relay the American message abroad, one may wonder whether American Studies specialists unknowingly become propagandists themselves.

O presente trabalho pretende analisar as motivações de uma internacionalização do ensino básico, com uma atenção especial ao Ensino Médio. Por meio de uma análise qualitativa e dedutiva, a pesquisa teve como hipótese que as motivações estão diretamente relacionadas a elementos político-institucionais e sociológico, em um contexto de globalização e de novas estratégias de atuação internacional de atores nacionais e subnacionais, sendo que, no caso da Educação, o principal instrumento para essa atuação é o ensino de línguas estrangeiras modernas. A análise teórica foi desenvolvida no campo das Relações Internacionais, Ciência Política, Sociologia e Direito; bem como no campo prático, ao analisar possíveis fatores de internacionalização na Secretaria da Educação do Estado de São Paulo. Ao fim, conclui-se que o processo de globalização (e seu caráter integrador e excludente), o processo de integração regional, as novas estratégias de ação dos estados por meio da diplomacia pública e da paradiplomacia, as novas estratégias de escolarização das famílias (e dos Estados), a retomada da importância do ensino de línguas estrangeiras modernas a partir da Lei de Diretrizes e Bases, de 1996, além da demanda crescente por conhecimento nesse campo, fizeram com que houvesse o ambiente e as condições necessárias para que o tema da internacionalização e o ensino básico entrassem na agenda e no campo das políticas publicas pertinentes / This paper discusses the motivations that drive the internationalization of basic education, with special attention to high school. Through a qualitative and deductive analysis, the research has the hypothesis that the inclusion of the theme of internationalization of basic education in public schools is directly related to the politicalinstitutional and sociological motivations, in the context of globalization and new strategies for international operations national and subnational actors, and, in the case of the Education, the main instrument for this action is the teaching of modern foreign languages. The analysis was developed through theoretical analysis in the field of International Relations, Political Science, Sociology and Law, as well as the practical field, to analyze possible factors of internationalization in the Secretariat of Education of the State of São Paulo. At the end, it is concluded that the process of globalization (and its integrative and exclusionary character), the process of regional integration, new strategies of action states through public diplomacy and paradiplomacy, the new strategies for schooling from families (and from states), the resumption of the importance of teaching modern foreign languages from the LDB 1996, and the growing demand for knowledge in this field, had caused the environment and the conditions required for the issue of the agenda and enter in the field of public policy

A Diplomacia Pública trata da comunicação dos temas de política externa de um país para participar na discussão do tema no país, apresentando como objetivo verificar como as características da cultura organizacional do Itamaraty impactam no papel da Assessoria de Imprensa do Gabinete do Ministério das Relações Exteriores no desenvolvimento da Diplomacia Pública. A análise foi realizada em comparação aos princípios elaborados por James Grunig (2002) na Teoria da Excelência em Relações Públicas. Os dados selecionados para análise de conteúdo foram recolhidos por meio de entrevistas com diplomatas ligados à Assessoria de Imprensa do Gabinete, diplomatas externos à Assessoria do Gabinete e jornalistas com experiência na cobertura de temas internacionais. A pesquisa foi complementada com dados extraídos da análise do site do Itamaraty e de suas redes sociais oficiais: Facebook, YouTube, Twitter, Flickr, SoundCloud e Instagram. O estudo revelou que as características organizacionais do Itamaraty como bacharelismo, formalismo, espírito de corpo e elitismo estão presentes na Assessoria de Imprensa do Gabinete, de maneira a impactar nas atividades de Diplomacia Pública, distanciando-as dos princípios da Teoria da Excelência de Grunig (2002). / Public Diplomacy addresses the communication of a country\'s foreign policy to the international public opinion. Considered to be an interdi sci pl i nary theme between Communication and International Relations, the Public Diplomacy a theme scarcely researched in Brazil. This dissertation intends to participate in the discussion of the subject in the country, aiming to verify how the characteristics of Itamaraty\'s organizational culture impact on the role of the Press Office of the Cabinet of the Ministry of Foreign Affairs in the development of Public Diplomacy. The analysis was carried out in comparison to the principles elaborated by James Grunig (2002) i n the Theory of Excellence i n Public Relations. The data selected for the analysis were col I ected through interviews with diplomats I inked to the Press Office of the Cabi net, diplomats outside the Press Office and journalists with experience in the coverage of international issues. The research was complemented with data extracted from the analysis of the Itamaraty\'s website and official social networks: Facebook, YouTube, Twitter, Flickr, SoundCloud and Instagram. The study revealed that the organizational characteristics of Itamaraty as bachelorism, formalism, esprit de corps, and elitism are present in the Press Office of the Cabinet, in a manner that it impacts the activities of Public Diplomacy, distancing them from the principles of Grunig\'s Theory of Excellence (2002).

Title: Images of Sweden in Italy Number of pages: 5252 (589 including enclosures) Author: Oskar Gustafsson Tutor: Martin Nilsson Course: Political Science C level – Bachelor’s Thesis Period: Spring term 2010 University: School of Social Sciences Linnaeus University Purpose/Aim: The purpose of my research study is to, through the use of political science theories on soft power and marketing theories about nation branding and in comparison to previous studies on the image of Sweden in Italy, gains a better understanding of the image of Sweden in Italy, with special focus on national political institutions and young Italians. Method: The method of analysis is a combination of qualitative methods: interviews where information about the image of Sweden amongst national political institutions were gathered and a survey where information was gathered about the image of Sweden amongst young Italians. Main results: On the basis of the results I have gained it can be concluded that a positive and well informed image of Sweden emerges when it comes to cultural and social factors but a more restricted and somewhat negative image come to light when asking national political institutions and young citizens in Italy about their views and knowledge on Swedish domestic and international politics and economics. Keywords: Soft power, Public Diplomacy, Nation Branding, Images of Sweden, Italy.

Broadly speaking, this research is intended to shed light on how post-genocide societies attempt to address a traumatic history and reconcile the problems of ethnic and religious hatred. Germany and Poland are especially ripe cases for such research given their historical memories of the Holocaust and unique legal and diplomatic efforts to counter anti-Semitism. However, since many of the policies on this issue have only been implemented in the past ten to fifteen years, there has not yet been a comprehensive study that has evaluated their effectiveness. This dissertation will attempt to fill this gap in the literature and provide new insight as to how states can best grapple with this problem. The central question for this research is: Have state policies been effective in reducing levels of anti-Semitic attitudes and incidents in Germany and Poland since 1990? This question will be investigated by first examining the historical development of anti-Semitism in each country, then discussing the policies implemented to address the problem, and finally evaluating the results of such measures. From a public policy perspective, this research will contribute to our understanding of the approaches taken by these two countries and discover which measures have been most effective in reducing anti-Semitic behavior and ideology. The findings show that while the policies implemented have tended to be effective in reducing general anti-Semitic attitudes and helping revive domestic Jewish communities, they have been less successful in reducing levels of anti-Semitic crime. The policy analysis portions of the dissertation provide a number of explanations for these outcomes and acknowledge areas for potential policy improvement. This research has implications not only for the region of Central Europe, but also other societies that continue to grapple with problems of ethnic and religious hatred.

This study investigates the diversification of contemporary diplomacy in a deeper manner by choosing the concept of dance, which has never been chosen before. Theoretical andhistorical analysis of dance diplomacy helps us to answer the main research question of thestudy how does dance diplomacy contribute to the diversification of contemporary diplomacy. This research paper utilizes a qualitative methodology with the interpretative, historical, descriptive and cultural approaches and uses qualitative methods of literature review, content analysis, comparative analysis and theory triangulation. In this study we seethat dancers and choreographers complement today's diplomats, we find that the implications of cultural diversity expand an understanding of contemporary diplomacy, and that new emerging practices of dance diplomacy contribute to “new diplomacy” findings. Furthermore, practices of dance diplomacy could be described as parts of cultural diplomacy, public diplomacy, instruments of soft power or forms of nonverbal communication. This illustrates that contemporary diplomacy is somehow shaped by culture, public, power and communication, and therefore it could be understood from all these perspectives. Besides this, a chosen historical perspective and a background of the dance diplomacy help us to see that dance diplomacy is a natural consequence of the evolution of diplomacy. At last, it is relevant for the academic society to ground it on a scientific theoretical basis, which could expand our understanding of contemporary diplomacy.

With the aim of contributing one aspect to the international relations enterprise of understanding the grounds for security policy action, this essay makes a theoretical exploration of the basis for security strategy-making on the political level, with the aid of a multidisciplinary framework for analysis (combining research on strategy, narratives and role theory). Developing the concept of strategic actor by assessing its constitution through aspects of strategic theory (e.g. theories of action), role enactment, and strategic narratives, enables the study to construct an analytical tool which can be utilized to assess the strategic reasoning of actors within international relations. This analytical tool is tested for relevance by being employed to empirically analyse public security strategies of states and intergovernmental organizations as presumed strategic actors. Empirical analysis guided by the framework for analysis is conducted vis-à-vis a selection of security strategies (a.k.a. strategic concepts) between 2000 and 2010, of state-actors: the Russian Federation, the United States, the United Kingdom, and IGO-actors: the European Union and NATO. The essay increases the understanding of strategic actors’ strategy-making in general and security strategy-making in particular. The findings augment the understanding of the complex choices facing political units if they aim to credibly cast themselves as a strategic actor – at least regarding the aspect of reasoning strategically – as well as shedding some more light on the particular policy material that security strategies represents.

日本在第二次世界大戰後，面臨重新進入國際社會的困難，為了扭轉軍國主義以及敗戰國的形象，開始推動公眾外交。日本的公眾外交政策為配合其國家利益及所處之國際環境，在不同時期有不同的策略。在冷戰結束之後，周遭國家陸續崛起，所面對的國際議題無法以傳統外交的方式解決，日本將公眾外交視為其重要的外交政策之一。 東南亞地區作為當今國際關係的熱點，在國際政治與經濟場域上的重要性不可同日而語，日本戰後的賠償援助以及1970年代開始的文化交流，作為對東南亞國家的公眾外交實踐，在冷戰結束後以高層互訪、官方發展援助、留學生與青年交流、文化交流、觀光互訪等方式持續進行，成效斐然，民調資料皆顯示了日本在東南亞地區以公眾外交的成功，有效地改變人心、扭轉形象。但日本的公眾外交也非並皆能奏效，在面臨中國大陸時仍受制於歷史因素而受挫。由此可見，公眾外交政策必須因地制宜，配合不同的國家，有不同的公眾外交政策。 / After World War II, Japan was facing the difficulty of returning to international society owing to her image as a militarism and defeated country. In order to re-enter the international community, Japan launched her public diplomacy policy. Japan’s public diplomacy strategy changes in different periods following her shifting national interests and changing international environment. After the end of the Cold War, while Japan’s surrounding countries prospered and it became apparent that most international disputes cannot be resolved by traditional diplomacy alone, consequently, public diplomacy became a critical diplomatic tool for the Japanese government. Nowadays, Southeast Asia is a hotspot in international relations. This area plays an important role in the international political and economic field. Japanese public diplomacy aimed at this region varies from war reparations aid to cultural exchange in the past several decades. The practice of Japanese public diplomacy to southeast Asia after Cold War includes high-level visits, official development aids, foreign students and youth exchanges, cultural exchanges and tourism. The result of Japanese public diplomacy was a huge success as illustrated by the latest opinion poll. However, Japanese public diplomacy implemented in some states has not been as efficient as it performs in Southeast Asia; for example, in Mainland China, where the positive effect of Japanese public diplomacy is curbed due to the country’s historical burden. Therefore, public diplomacy requires careful consideration of multiple conditions and perspectives of a country.

The thesis deals with the issue of public diplomacy at the level of bilateral relations between the Czech Republic and Germany. The thesis defines the importance of public diplomacy; it introduces a fundamental concept of both Czech and German public diplomacy with a focus on cultural diplomacy. Historical part outlines the contribution and influence of both countries to the public of the other, and the example of the Czech Centre in Munich shows the Czech practice of cultural diplomacy as an important tool of public diplomacy and the form of the image presented by the Czech Republic in Germany.