Содержание
- 2. Three Ways to Influence Others Coercion (sticks) Payments (carrots) Persuasion (soft power) What matters is to
- 3. Defining “Soft Power” the ability to get "others to want the outcome that you want" and
- 4. Three Sources of A Nation’s Soft Power Its culture when it is seen as attractive by
- 5. Relations between Hard and Soft Power Can a nation exercise soft power without hard power? Does
- 6. Two Opposing Views Joseph Nye, Jr.: "Sometimes countries enjoy political influence that is greater than their
- 7. HARD POWER VERSUS SOFT POWER
- 8. Limits of Soft Power Power as an attribute or relations; Power is in the eyes of
- 9. SMART POWER Smart power is defined as the capacity of an actor to combine elements of
- 10. SOFT POWER SOURCES, REFEREES, AND RECEIVERS
- 11. The Nation Brand Hexagon © Simon Anholt
- 12. Tourism Tourism is often the most visibly promoted aspect of the nation brand, since most tourist
- 13. Exports In this point of the hexagon, we ask consumers about their level of satisfaction with
- 14. Governance Here, we ask respondents to rank countries according to how competently and fairly they are
- 15. Investment and immigration This point of the hexagon looks at the ‘human capital’ aspect of the
- 16. Culture and heritage In this point of the hexagon, we ask questions which are designed to
- 17. People To understand how the ‘human capital’ of each country is viewed, we ask a ‘business-to-business’
- 18. Overall
- 19. Governance Rankings
- 20. Sweden Hexagons
- 21. UK Hexagons
- 22. Your Country’s Hard and Soft Power Evidence? How is it expressed? What is the balance between
- 23. Public Diplomacy Public Diplomacy is an instrument governments use to communicate with and attract public of
- 24. Public Diplomacy Public diplomacy is a term that describes ways and means by which states, diplomacy
- 25. Public Diplomacy Branches Cultural Diplomacy Media Diplomacy Exchange Diplomacy Psychological Operations/ War Other branches like sport
- 26. A SHORT HISTORY OF PD After its defeat in the Franco-Prussian War, the French government sought
- 27. A SHORT HISTORY OF PD World War I saw a rapid acceleration of efforts to deploy
- 28. A SHORT HISTORY OF PD The United States was a relative latecomer to the idea of
- 29. A SHORT HISTORY OF PD The advent of radio in the 1920s led many governments into
- 30. A SHORT HISTORY OF PD By the late 1930s, the Roosevelt administration was convinced that “America’s
- 31. A SHORT HISTORY OF PD In 1939, Germany beamed seven hours of programming a week to
- 32. A SHORT HISTORY OF PD Well before the cold war, “American corporate and advertising executives, as
- 33. A SHORT HISTORY OF PD With the growth of the Soviet threat in the cold war,
- 34. A SHORT HISTORY OF PD With the end of the cold war, Americans were more interested
- 35. A SHORT HISTORY OF PD From 1995 to 2001, academic and cultural exchanges dropped from forty-five
- 36. Public Diplomacy in an Information Age Promoting positive images of one’s country is not new, but
- 37. Public Diplomacy in an Information Age Shaping public opinion becomes even more important where authoritarian governments
- 38. Public Diplomacy in an Information Age Information is power, and today a much larger part of
- 39. Public Diplomacy in an Information Age Among editors and cue-givers, credibility is the crucial resource and
- 40. Public Diplomacy in an Information Age Reputation has always mattered in world politics, but the role
- 41. Public Diplomacy in an Information Age In fact, the professional production values of the new American
- 42. Main Theoretical Debates Propaganda vs. Public Diplomacy: are they the same? Identity Crisis: official/ governmental vs.
- 43. Three conceptual models of public diplomacy In the first model, states used public diplomacy in aggressive
- 44. Dimensions of P.D. The mix of direct government information with long-term cultural Public relationships varies with
- 45. Three layers of Public Diplomacy Monologue: When a nation wants the people of the world to
- 46. Five Taxonomies of Public Diplomacy Listening: Through listening, an actor attempts to manage the international environment
- 47. Five Taxonomies of Public Diplomacy Cultural Diplomacy: Cultural diplomacy is an actor’s attempt to manage the
- 48. Five Taxonomies of Public Diplomacy International Broadcasting: International broadcasting is an actor’s attempt to manage the
- 49. Basic Taxonomies of P.D.
- 50. Taxonomy of Time/Flow of Information/Infrastructure in P.D.
- 52. Скачать презентацию