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The Impact of Audiences in Public Diplomacy on Japan Nation Brand: A case study on Japan Nation Brand and the way both Japanese embassies in Saudi Arabia and US promote different images to their audiences through their twitter accounts

Alshalabi, Ahmad (2019) CÖSM40
Centre for East and South-East Asian Studies, Lund University
Abstract
The purpose of this thesis was to find out how different actors in nation branding, the Japanese embassies in the Kingdom of Saudi Arabia (KSA) and in US under this research, could promote different nation brand images. These two embassies both practice public diplomacy and promote Japan’s image. This thesis argues that both embassies promote the different images because of their respective audiences’ impact. Nation branding literature suggested promoting a unitary image for one global audience in a global market. This resulted in inconsistency in the images promoted by the different actors and a nation branding strategy. This thesis claims that audiences make segments that impact these actors; it opposes the globalized view of the... (More)
The purpose of this thesis was to find out how different actors in nation branding, the Japanese embassies in the Kingdom of Saudi Arabia (KSA) and in US under this research, could promote different nation brand images. These two embassies both practice public diplomacy and promote Japan’s image. This thesis argues that both embassies promote the different images because of their respective audiences’ impact. Nation branding literature suggested promoting a unitary image for one global audience in a global market. This resulted in inconsistency in the images promoted by the different actors and a nation branding strategy. This thesis claims that audiences make segments that impact these actors; it opposes the globalized view of the audience. Therefore, it claims that more segmentation is needed in a nation branding strategy so that it takes into consideration the different identities of audiences. This will reduce the inconsistencies in nation branding. The findings showed that the impact of audiences resulted in the differences in the promoted images. They have been reached to through applying qualitative content analysis and concepts from nation branding literature, segmentation, and competitive advantage. (Less)
Please use this url to cite or link to this publication:
author
Alshalabi, Ahmad
supervisor
organization
course
CÖSM40
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Nation branding, Public diplomacy, Segmentation, Nation brand identity, Nation brand image, Competitive advantage
language
English
id
8996867
date added to LUP
2019-10-21 12:19:55
date last changed
2019-10-21 12:19:55
@misc{8996867,
  abstract     = {The purpose of this thesis was to find out how different actors in nation branding, the Japanese embassies in the Kingdom of Saudi Arabia (KSA) and in US under this research, could promote different nation brand images. These two embassies both practice public diplomacy and promote Japan’s image. This thesis argues that both embassies promote the different images because of their respective audiences’ impact. Nation branding literature suggested promoting a unitary image for one global audience in a global market. This resulted in inconsistency in the images promoted by the different actors and a nation branding strategy. This thesis claims that audiences make segments that impact these actors; it opposes the globalized view of the audience. Therefore, it claims that more segmentation is needed in a nation branding strategy so that it takes into consideration the different identities of audiences. This will reduce the inconsistencies in nation branding. The findings showed that the impact of audiences resulted in the differences in the promoted images. They have been reached to through applying qualitative content analysis and concepts from nation branding literature, segmentation, and competitive advantage.},
  author       = {Alshalabi, Ahmad},
  keyword      = {Nation branding,Public diplomacy,Segmentation,Nation brand identity,Nation brand image,Competitive advantage},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Impact of Audiences in Public Diplomacy on Japan Nation Brand: A case study on Japan Nation Brand and the way both Japanese embassies in Saudi Arabia and US promote different images to their audiences through their twitter accounts},
  year         = {2019},
}