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Lagom eller Pondus? - En kvalitativ studie om hur olika diskurser problematiserar en nations kommunikativa arbete inom offentlig diplomati.

Lidin, Ylva LU and Mattisson, Emma LU (2017) SKOK01 20171
Department of Strategic Communication
Abstract
Public diplomacy is constantly developing in line with the ever-changing field of communications. The main focus of academic research in the field tends to gravitate towards the social sciences rather than the communication sciences. The aim of this study is to deepen the knowledge of the communicative challenges that public diplomacy is facing as the intersection between internal and external publics has become more inexplicit. A discourse analysis has been applied to empirical material gathered from the Swedish Ministry of foreign affairs’ (the Swedish MFA) social media channels and from focus group interviews with young Swedish citizens. Several similarities and differences were discovered between how the Swedish MFA and the domestic... (More)
Public diplomacy is constantly developing in line with the ever-changing field of communications. The main focus of academic research in the field tends to gravitate towards the social sciences rather than the communication sciences. The aim of this study is to deepen the knowledge of the communicative challenges that public diplomacy is facing as the intersection between internal and external publics has become more inexplicit. A discourse analysis has been applied to empirical material gathered from the Swedish Ministry of foreign affairs’ (the Swedish MFA) social media channels and from focus group interviews with young Swedish citizens. Several similarities and differences were discovered between how the Swedish MFA and the domestic population perceive and talk about Sweden’s foreign policy. The results indicate a need to widen the perception of relevant stakeholders for the public diplomacy, calling for a greater attention to the dome-stic population. Since the world is more interconnected, both online and offline, public diplomacy will benefit from viewing the domestic public as ambassadors for the nation. However, this requires active listening and communication inwards to strengthen the relationship with the domestic public. Consequently, the Swedish MFA needs to incorporate an awareness of auto-communicative effects when messages are sent via social media to an international audience. In summary, these conclusions call for an integrated and holistic view of the internal and external political communication regarding a nation’s foreign policies to minimize the risk that dissimilar perceptions undermine the credibility of the nation and its public diplomacy. A communication model has been designed to illustrate the complex network of actors that have an influence on the success of the public diplomacy. (Less)
Abstract (Swedish)
Den offentliga diplomatin förändras i takt med kommunikationforskningens ständiga utveckling. Dock tenderar huvudfokus i akademiska studier om offentlig diplomati att beröra de statsvetenskapliga faktorerna snarare än de kommunikativa. Syftet med studien är att fördjupa kunskapen om de kommunikativa utmaningar som den offentliga diplomatin möter när gränserna mellan interna och externa publiker suddas ut alltmer. En diskursanalys har genomförts på empiriskt material från Utrikesdepartementets (UD) kanaler i sociala medier samt från fokusgruppsintervjuer med unga svenska medborgare. Flera likheter och skillnader upptäcktes mellan hur UD och den inhemska befolkningen tolkar och talar om Sveriges utrikespolitik. Resultaten indikerar ett behov... (More)
Den offentliga diplomatin förändras i takt med kommunikationforskningens ständiga utveckling. Dock tenderar huvudfokus i akademiska studier om offentlig diplomati att beröra de statsvetenskapliga faktorerna snarare än de kommunikativa. Syftet med studien är att fördjupa kunskapen om de kommunikativa utmaningar som den offentliga diplomatin möter när gränserna mellan interna och externa publiker suddas ut alltmer. En diskursanalys har genomförts på empiriskt material från Utrikesdepartementets (UD) kanaler i sociala medier samt från fokusgruppsintervjuer med unga svenska medborgare. Flera likheter och skillnader upptäcktes mellan hur UD och den inhemska befolkningen tolkar och talar om Sveriges utrikespolitik. Resultaten indikerar ett behov av att bredda synen på relevanta intressenter för den offentliga diplomatin och rikta större uppmärksamhet mot den in-hemska publiken. Då världen är alltmer sammankopplad, både på nätet och fysiskt, är det av värde för den offentliga diplomatin att betrakta den inhemska publiken som ambassadörer. Det kräver i sin tur ett aktivt lyssnande samt kommunikation inåt för att stärka relationen med den inhemska publiken. Vidare behöver aktörer inom den offentliga diplomatin ha en autokommunikativ medvetenhet när budskap sänds via sociala medier till en internationell publik. Sammanfattningsvis understryker slutsatserna vikten av att anta en integrerad helhetssyn på den interna och externa politiska kommunikationen om en nations utrikespolitik. Det minskar risken att skilda uppfattningar urholkar nationens och den offentliga diplomatins trovärdighet. En kommunikationsmodell har utformats för att visualisera det komplexa nätverk av aktörer som påverkar den offentliga diplomatins framgång. (Less)
Please use this url to cite or link to this publication:
author
Lidin, Ylva LU and Mattisson, Emma LU
supervisor
organization
alternative title
Moderate or authority? – A qualitative study regarding how different dis-courses problematize the communicative practice of a nation within public diplomacy.
course
SKOK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
Offentlig diplomati, varumärkesarbete, autokommunikation, mjuk makt, varumärkesambassadörer, inhemska dimensionen, diskursanalys, svenska Utrikesdepartementet new public diplomacy, nation branding, soft power, auto-communication, brand ambassadorship, domestic dimension, discourse analysis, Swedish Ministry of Foreign Affairs
language
Swedish
id
8911291
date added to LUP
2017-06-12 08:24:57
date last changed
2017-06-12 08:24:57
@misc{8911291,
  abstract     = {Public diplomacy is constantly developing in line with the ever-changing field of communications. The main focus of academic research in the field tends to gravitate towards the social sciences rather than the communication sciences. The aim of this study is to deepen the knowledge of the communicative challenges that public diplomacy is facing as the intersection between internal and external publics has become more inexplicit. A discourse analysis has been applied to empirical material gathered from the Swedish Ministry of foreign affairs’ (the Swedish MFA) social media channels and from focus group interviews with young Swedish citizens. Several similarities and differences were discovered between how the Swedish MFA and the domestic population perceive and talk about Sweden’s foreign policy. The results indicate a need to widen the perception of relevant stakeholders for the public diplomacy, calling for a greater attention to the dome-stic population. Since the world is more interconnected, both online and offline, public diplomacy will benefit from viewing the domestic public as ambassadors for the nation. However, this requires active listening and communication inwards to strengthen the relationship with the domestic public. Consequently, the Swedish MFA needs to incorporate an awareness of auto-communicative effects when messages are sent via social media to an international audience. In summary, these conclusions call for an integrated and holistic view of the internal and external political communication regarding a nation’s foreign policies to minimize the risk that dissimilar perceptions undermine the credibility of the nation and its public diplomacy. A communication model has been designed to illustrate the complex network of actors that have an influence on the success of the public diplomacy.},
  author       = {Lidin, Ylva and Mattisson, Emma},
  keyword      = {Offentlig diplomati,varumärkesarbete,autokommunikation,mjuk makt,varumärkesambassadörer,inhemska dimensionen,diskursanalys,svenska Utrikesdepartementet new public diplomacy,nation branding,soft power,auto-communication,brand ambassadorship,domestic dimension,discourse analysis,Swedish Ministry of Foreign Affairs},
  language     = {swe},
  note         = {Student Paper},
  title        = {Lagom eller Pondus? - En kvalitativ studie om hur olika diskurser problematiserar en nations kommunikativa arbete inom offentlig diplomati.},
  year         = {2017},
}