This thesis, as part of the one-year Master Programme in Social Science with specialization in Digital media, has taken up the concepts of nation branding and new public diplomacy and examined them from the perspective of the role that new, digital or even innovative – as some may call them – media play within them. It consists of five (5) chapters and is a little less than sixty (60) pages long. The concepts and fields above  are usually confused with each other, as people tend to use the one notion for naming the other and vice versa. However, what is common in those two fields is the involvement of new media, such as social media platforms or platforms that enable crowdsourcing activities. Especially, within the past few decades that the internet has invaded the most into the lifestyle of a large segment of this planet, it seems as things, thoughts, ideas and actions are driven by or with the internet. Thus, with the opportunity of this thesis, I wanted to examine the role that new media play when it comes to talking about nation branding or new public diplomacy acts. This work has attempted to achieve that by focusing on a recently run initiative in Greece, called “Up Greek Tourism”. The initiative’s goal was to promote Greek tourism abroad, in an attempt to help Greece from within. A group of Greek people formulated the group and intended to gather the money through a crowdsourcing platform, in order to advertise Greek tourism abroad. What I actually tried to do is investigate the way they handled their channels of communication and the reason they chose internet as being central to their communicational policy. My idea was to do that by discursively analyzing a TEDx talk of the initiator, conducting a semiotic analysis on the images they used in their advertisements and by a short content analysis from the early stages of their Facebook page, through which it became known. Last but not least, I tried to verify the results by using their own answers from an open-end questionnaire they answered for me.

Darbe siekiama išanalizuoti Lietuvos kariuomenės atstovų, dalyvaujančių tarptautinėse taikos rėmimo operacijose, vykdomos viešosios diplomatijos įtaką kuriamam valstybės vidaus įvaizdžiui. Pastaroji tema iškelia problemą, reikalaujančią ištirti, ar dėmesys viešajai diplomatijai yra pakankamas, atsižvelgiant į jos nešamą naudą įvaizdžio formavimo procese. Siekiant tikslingos ir konkrečios analizės, apibrėžiamos darbo ribos – darbe neanalizuojamos visos taikos rėmimo operacijos, kuriose dalyvauja Lietuvos atstovai, o orientuojamasi tik į NATO vykdomas tarptautines operacijas, kuriose tarnauja Lietuvos kariai, t.y. Afganistanas, Irakas bei Kosovas, į kurį 2009-aisiais metais buvo nusiųstas paskutinis Lietuvos karių būrys ir Lietuvos misija šiame krašte šiuo metu jau yra baigta, tačiau dalyvavimas joje neabejotinai turėjo įtakos Lietuvos įvaizdžiui. Ieškant atsakymo pateikiama viešosios diplomatijos samprata, išskiriant svarbiausias dimensijas ir įrankius, analizuojama viešosios diplomatijos įtaka formuojant ne tik šalies išorinį, bet ir vidinį įvaizdį, atskleidžiama, kaip Lietuvos kariuomenės atstovų dalyvavimas tarptautinėse taikos palaikymo operacijose prisideda prie valstybės įvaizdžio formavimo. Atlikus apklausų duomenų palyginimus bei rezultatų analizę išaiškėjo, kad visuomenė pasitiki Lietuvos kariuomenės institucija bei remia šalies narystę NATO. Ir nors mato iškylančius neigiamus dalyvavimo taikos rėmimo operacijose aspektus, t.y. padidėjusias valstybės biudžeto... [toliau žr. visą tekstą] / The main objective of this study is to analyze how public diplomacy implemented in peacekeeping operations by the Lithuanian army representatives influences country’s image. The subject gives a rise to a problem which needs a deeper analysis: it is vital to find out if attention drawn to public diplomacy by the state officials is sufficient, to consider the benefit it brings to the image formation process. In pursuance of purposeful analysis it is necessary to define the limits of the research – this study does not analyze all peacekeeping operations but focuses only on the NATO-led international operations in which Lithuanian soldiers are employed, i.e. the operations of Afghanistan, Iraq and Kosovo. The Kosovo operation is already finished for us as the last squad was sent on 2009, but the participation in this mission still has an influence to Lithuania’s image. This study presents the conception of public diplomacy, characterizes its main dimensions and instruments, analyzes the influence of public diplomacy on shaping an external and internal country image and reveals how the participation of Lithuanian army representatives in international peacekeeping operations contributes to the image of the state. The survey data comparisons and analysis of the results showed a public confidence in Lithuanian Armed Forces and support to country's membership in NATO. Although citizens witness the negative aspects of partaking in peacekeeping operations, i.e. an increase in... [to full text]

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>

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Dans la mondialisation d’aujourd’hui et dans un monde plus démocratique et ouvert, la diplomatie publique est devenue un sujet qui suscite de plus en plus d’intérêt. Selon Anholt, un analyste de société anglais, tous les gouvernements doivent, pour le compte du peuple, des institutions et des entreprises, développer une stratégie pour améliorer et fortifier la perception du pays. La théorie utilisée est celle d’Anholt appelée Nation branding où il applique une théorie commerciale dans le monde des sciences politiques et sociales en comparant les pays aux marques commerciales. Dans ce mémoire, en utilisant les méthodes de l’étude du corpus et l’entretien, je compare les stratégies et les objectifs de la diplomatie publique de la France et de la Suède. Après avoir fait un inventaire des cinq grandes voies de promouvoir un pays à l’extérieur et après avoir regardé les stratégies actuelles des deux pays, on trouve de nombreuses similarités, surtout dans les stratégies des cinq voies de promouvoir un pays. Les différences se trouvent ailleurs. Par exemple la Suède n’hésite pas à comparer l’image du pays avec une marque commerciale selon la théorie de Nation branding tandis que la France est plus hésitante, mais le nouveau ministre des Affaires étrangères et européennes en France est favorable à la notion. D’autre part, j’ai pu constater que l’optique suédoise de la diplomatie publique correspond plutôt à une volonté de placer la Suède sur la scène mondiale et d’instaurer un sentiment de good will tandis que la France souhaite avant tout sauvegarder son rang de puissance mondiale et considère la position forte de sa langue comme une condition nécessaire pour ce faire. L’action culturelle extérieure suédoise s’organise surtout depuis la Suède, parce que la Suède n’a pas de réseau culturel comparable à celui de la France. La mise en place du Conseil de la promotion de l’image de la Suède dans le monde permet partiellement de contrer la grandeur de la France. / In the globalization of today, in a more democratic and open world, public diplomacy has become a subject that gets more and more attention. According to Anholt, a British social analyst, all governments should, on behalf of the people, the institutions and the companies, develop a strategy to improve and strengthen the perception of the country. The theory applied is Anholt’s Nation Branding where he uses the ideas of branding for the public diplomacy of a country. He likes to compare countries to commercial brands. The aim of this minor thesis is to compare the strategies and objectives of the public diplomacy of today in France and Sweden. To reach my conclusions I have collected information from Anholt’s books of Nation branding and from the official websites of the different national administrations. I also made interviews with people involved in the matter. There are five ways to communicate the image of a country abroad. France and Sweden have similar strategies within these fields. The differences are to be found, foremost in the way of talking about the country as a brand and the value of Nation Branding. It’s a part of the Swedish strategy while the French are more reluctant. At the same time, the French minister of foreign and European affairs, Kouchner, seems to be influenced by the ideas behind Nation Branding. I have also come to the conclusion that the aim of the Swedish public diplomacy regards primary to place Sweden on the world map and to create a sense of good will while the main priority of France is to stay a leading world nation and considers the language aspect very important to do so. The Swedish cultural diplomacy is organized at the head office in Stockholm while the French have an immense network of cultural institutes. As Sweden is not represented worldwide, the Swedish solution is a national council of international representations that work together to form a strategy to promote Sweden.

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.