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Assessing the leeway of state‑led strategic communication abroad: a comparison of news coverage on Austria, Germany, and Switzerland in Arabic


Häuptli, Andrea; Vogler, Daniel (2024). Assessing the leeway of state‑led strategic communication abroad: a comparison of news coverage on Austria, Germany, and Switzerland in Arabic. Place Branding and Public Diplomacy, 20(1):12-23.

Abstract

Public diplomacy programmes with the goal to enhance a country’s reputation and image abroad have become wide-spread practice, also among small states with little geopolitical relevance. News media ofer one of the most important platforms of their implementation. But do small states have the leeway to successfully implement their communication strategies on a global scale? Are media-based public diplomacy strategies even an option for those cases? This study assesses these questions based on international media resonance of states. Relating to the theoretical approach of country news value literature, a comparative research design is implemented. It analyses news coverage on the three German-speaking countries Germany, Austria, and Switzerland, performing a multi-level automated text analysis of 11,513 news media articles in Arabic. In accordance with existing empirical and theoretical contributions, it is shown that high-status states have more resonance-based leeway. Nevertheless, media resonance-based leeway of smaller states with lower status is caused diferently, i.e. by their political, rather than their economic or military power.

Abstract

Public diplomacy programmes with the goal to enhance a country’s reputation and image abroad have become wide-spread practice, also among small states with little geopolitical relevance. News media ofer one of the most important platforms of their implementation. But do small states have the leeway to successfully implement their communication strategies on a global scale? Are media-based public diplomacy strategies even an option for those cases? This study assesses these questions based on international media resonance of states. Relating to the theoretical approach of country news value literature, a comparative research design is implemented. It analyses news coverage on the three German-speaking countries Germany, Austria, and Switzerland, performing a multi-level automated text analysis of 11,513 news media articles in Arabic. In accordance with existing empirical and theoretical contributions, it is shown that high-status states have more resonance-based leeway. Nevertheless, media resonance-based leeway of smaller states with lower status is caused diferently, i.e. by their political, rather than their economic or military power.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
06 Faculty of Arts > Institute for Research on the Public Sphere and Society
Dewey Decimal Classification:070 News media, journalism & publishing
Scopus Subject Areas:Social Sciences & Humanities > Strategy and Management
Social Sciences & Humanities > Marketing
Uncontrolled Keywords:Strategic communication, public diplomacy, global communication, comparative research, international news fows, news value, arab media, topic model, automated content analysis
Language:English
Date:1 March 2024
Deposited On:21 May 2021 11:54
Last Modified:25 Apr 2024 01:37
Publisher:Palgrave Macmillan
ISSN:1751-8059
OA Status:Hybrid
Publisher DOI:https://doi.org/10.1057/s41254-021-00210-w
  • Content: Published Version
  • Licence: Creative Commons: Attribution 4.0 International (CC BY 4.0)