Heinrich Heine University of Düsseldorf, winter 2010/11
Prof. Dr. Oliver Zöllner

Course title: International communication: Nation Branding and Public Diplomacy
Course module: European & international studies
Language of instruction: English
Dates: 22 Oct, 5 Nov, 26 Nov, 3 Dec, 17 Dec 2010, 14 Jan, 28 Jan 2011
Fridays, 11 a.m. to 2 p.m., bi-weekly
Venue: 23.02.U1.21
Electronic document server (Semesterapparat) here

About this course:

In the context of globalization and mediatization, nation-states are increasingly seen as marketable, immaterial goods. This is where 'nation branding' sets in. Like a global corporation or a commodified product, a nation-state can be 'branded', or so it seems. A brand focuses on image, reputation, and certain values. A country with a bad image or reputation, or one standing for values refuted by the majority of relevant stakeholders, or a country with no image or reputation at all, will likely be left behind in the competition for access to monetary and intellectual resources, and may therefore lose out in the sociopolitical arena of influence and power.
Related to 'nation branding', the rather old, but recently rejuvenated concept of 'public diplomacy' is looking at forming ties with other countries or societies by way of cultural relations. This may present itself as an honest attempt at intercultural dialogue in some cases, or as just another way of self-appraisal in order to create a better image of one's country, or simply as propaganda, as critics say (and they're not always wrong).

In this course we will be looking into concepts of nation branding, public diplomacy, and related areas such as marketing and public relations. Participants will develop research questions and will present examples of how certain nation-states actively go about branding themselves, how they perform public diplomacy, with what kinds of messages, what types of actions, for what target groups, and why they do this.

Requirements for a 'Beteiligungsnachweis' (BN) are regular attendance plus a presentation; those wishing to take an 'Abschlussprüfung' (AP) will need to write an additional term paper. This will be a course for an active, research-loving audience.

Allgemeiner Hinweis: Es gilt die Anwesenheitsregelung des Instituts für Sozialwissenschaften.


Reading list:
[green = recommended key texts]

I. OVERVIEWS, INTRODUCTIONS, CONTEXT

Anholt, Simon (2007): Competitive identity: The new brand management for nations, cities and regions. Basingstoke, New York.
Anholt, Simon (2010): Places: Identity, images and reputation. Basingstoke, New York.
Castells, Manuel (2008): The new public sphere: Global civil society, communication networks, and global governance. In: The ANNALS of the American Academy of Political and Social Science, Vol. 616, No. 1, 78-93.
Dinnie, Keith (2008): Nation branding: Concepts, issues, practice. Oxford.
Fortner, Robert S. (1993): International communication: History, conflict, and control of the global metropolis. Belmont.
Gläser, Martin (2010): Medienmanagement. 2nd ed. München.
Hepp, Andreas (2006): Transkulturelle Kommunikation. Konstanz.
McPhail, Thomas L. (2006): Global communication: Theories, stakeholders, and trends. 2nd ed. Malden.
Olins, Wally (2002): Branding the nation - the historical context. In: Journal of Brand Management, Vol. 9, No. 4-5, pp. 241-248.
Sriramesh, Krishnamurthy / Verčič, Dejan (eds.) (2003): The global public relations handbook: Theory, research, and practice. Mahwah (N.J.), London.
Thussu, Daya Kishan (2006): International communication: Continuity and change. 2nd ed. London.
Snow, Nancy / Taylor, Philip M. (eds.) (2009): The Routledge handbook of public diplomacy. New York, London.
Zöllner, Oliver (2009): Internationaler Auslandsrundfunk. In: Hans-­Bredow-­Institut (ed.): Internationales Handbuch Medien. 2008/2009. 28. Aufl. Baden-Baden 2009, pp. 175-183.

II. THEORY DEVELOPMENT

Anholt, Simon (2006): Public diplomacy and place branding: Where's the link? In: Place Branding and Public Diplomacy, Vol. 2, 271-275.
Anholt, Simon (2007): Competitive identity: The new brand management for nations, cities and regions. Basingstoke, New York.
Anholt, Simon (2008): Place branding: Is it marketing, or isn't it? In: Place Branding and Public Diplomacy, Vol. 4, 1-6.
Cowan, Geoffrey / Arsenault, Amelia (2008): Moving from monologue to dialogue to collaboration: The three layers of public diplomacy. In: The ANNALS of the American Academy of Political and Social Science, Vol. 616, No. 1, 10-30.
Curtin, Patricia A. / Gaither, T. Kenn (2007): International public relations: Negotiating culture, identity, and power. Thousand Oaks, London, New Delhi.
Dinnie, Keith (2008): Nation branding: Concepts, issues, practice. Oxford.
Dinnie, Keith (n.d.): Identity and image of nations. Internet resource: http://www.icetrade.is/resources/files/icetrade.is/identity-and-image-of-nations.pdf
Gilboa, Eytan (2000): Mass communication and diplomacy: A theoretical framework. In: Communication Theory, Vol. 10, No. 3, 275-309.
Gilboa, Eytan (2002): Global communication and foreign policy. In: Journal of Communication, Vol. 52, No. 4, 31-748.
Hanna, Sonya / Rowley, Jennifer (2008): An analysis of terminolgy use in place branding. In: Place Branding and Public Diplomacy, Vol. 4, 61-75.
Horisberger, Marc (2002): Entstehung und Gestaltung von Nationenimages. Eine theoretische und empirische Analyse staatlicher Imagepflege im Ausland aus kommunikationswissenschaftlicher Perspektive. Diss., Univ. Freiburg (Schweiz).
Kotler, Philip / Gertner, David (2002): Country as brand, product, and beyond: A place marketing and brand management perspective. In: Journal of Brand Management, Vol. 9, No. 4-5, pp. 249-261.
Kunczik, Michael (1989): Public Relations für Staaten. Die Imagepflege von Nationen als Aspekt der internationalen Kommunikation: Zum Forschungsstand. In: Max Kaase/Winfried Schulz (Hrsg.): Massenkommunikation. Theorien, Methoden, Befunde. Opladen: Westdeutscher Verlag (= Sonderheft 30 der Kölner Zeitschrift für Soziologie und Sozialpsychologie), 165-184.
Kunczik, Michael (1990): Die manipulierte Meinung. Nationale Image-Politik und internationale Public Relations. Köln.
Kunczik, Michael (2003): Transnational public relations by foreign governments. In: Krishnamurthy Sriramesh / Dejan Verčič (eds.): The global public relations handbook: Theory, research, and practice. Mahwah, NJ, London 2003, 399-424.
Leonard, Mark [with Catherine Stead and Conrad Smewing] (2002): Public diplomacy. London.
Lord, Carnes (2006): Losing hearts and minds? Public diplomacy and strategic influence in the age of terror. Westport, CT.
Maaß, Kurt-Jürgen (Hrsg.) (2005): Kultur und Außenpolitik. Handbuch für Studium und Praxis. Baden-Baden.
Melissen, Jan (2006): How has place branding developed? Opinion piece. Internet resource: http://www.clingendael.nl/publications/2006/20060400_cdsp_art_melissen.pdf [Originally published in Place Branding and Public Diplomacy, Vol. 2, No. 1].
Skinner, Heather / Kubacki, Krzysztof (2007): Unravelling the complex relationship between nationhood, national and cultural identity, and place branding. In: Place Branding and Public Diplomacy, Vol. 3, 305-316.
Szondi, György (2008): Public diplomacy and nation branding: Conceptual similarities and differences. The Hague. Internet resource: http://www.clingendael.nl/publications/2008/20081022_pap_in_dip_nation_branding.pdf
van Ham, Peter (2008): Place branding: The state of the art. In: The ANNALS of the American Academy of Political and Social Science, Vol. 616, No. 1, 126-149.
Widler, Janine (2007): Nation branding: With pride against prejudice. In: Place Branding and Public Diplomacy, Vol. 3, 144-150.

III. CASE STUDIES

Anholt, Simon (2007): 'Brand Europe' - Where next? In: Place Branding and Public Diplomacy, Vol. 3, 115-119.
Anholt, Simon (2010): Places: Identity, images and reputation. Basingstoke, New York.
Aveline, Julie (2006): Branding Europe? Branding, design and post-national loyalties. In: Place Branding and Public Diplomacy, Vol. 2, 334-340.
Berkowitz, Pere et al. (2007): Brand China: Using the 2008 Olympic Games to enhance China's image. In: Place Branding and Public Diplomacy, Vol. 3, 164-178.
Cooper Ramo, Joshua (2007): Brand China. London.
Dinnie, Keith (2008): Nation branding: Concepts, issues, practice. Oxford.
Fullerton, Jami et al. (2007): Attitudes towards American brands and Brand America. In: Place Branding and Public Diplomacy, Vol. 3, 205-212.
Fullerton, Jami et al. (2008): Brand Borat? Americans' reaction to a Kazakhstani place branding campaign. In: Place Branding and Public Diplomacy, Vol. 4, 159-168.
Garbacz Rawson, Elizabeth A. (2007): Perceptions of the United States of America: Exploring the political brand of a nation. In: Place Branding and Public Diplomacy, Vol. 3, 213-221.
Gilmore, Fiona (2002): A country - can it be repositioned? Spain - the success story of country branding. In: Journal of Brand Management, Vol. 9, No. 4-5, pp. 281-293.
Gregory, James R. (2002): Branding across borders: A guide to global brand marketing. Chicago, New York, San Franciso.
Hall, Derek (2002): Brand development, tourism and national identity: The re-imaging of former Yugoslavia. In: Journal of Brand Management, Vol. 9, No. 4-5, pp. 323-334.
Heller, Steven (2008): Iron fists: Branding the 20th-century totalitarian state. London, Berlin.
Horisberger, Marc (2002): Entstehung und Gestaltung von Nationenimages. Eine theoretische und empirische Analyse staatlicher Imagepflege im Ausland aus kommunikationswissenschaftlicher Perspektive. Diss., Univ. Freiburg (Schweiz).
Jäger, Thomas / Viehrig, Heike (eds.) (2008): Die amerikanische Regierung gegen die Weltöffentlichkeit? Theoretische und empirische Analysen der Public Diplomacy zum Irakkrieg. Wiesbaden.
Kemming, Jan Dirk / Sandikci, Özlem (2007): Turkey's EU accession as a question of nation brand image. In: Place Branding and Public Diplomacy, Vol. 3, 31-41.
Martinović, Stjepo (2002): Branding Hrvatska - a mixed blessing that might succeed: The advantage of being unrecognisable. In: Journal of Brand Management, Vol. 9, No. 4-5, pp. 315-322.
Morgan, Nigel, et al. (2002): New Zealand, 100% pure. The creation of a powerful niche destination brand. In: Journal of Brand Management, Vol. 9, No. 4-5, pp. 335-354.
Nuttavuthisit, Krittinee (2007): Branding Thailand: Correcting the negative image of sex tourism. In: Place Branding and Public Diplomacy, Vol. 3, 21-30.
Olins, Wally (2005): Making a national brand. In: Jan Melissen (ed.): The new public diplomacy: Soft power in international relations. Basingstoke, New York, pp. 169-179.
Ostrowski, Daniel (2010): Die Public Diplomacy der deutschen Auslandsvertretungen weltweit. Theorie und Praxis der deutschen Auslandsöffentlichkeitsarbeit. Wiesbaden.
Sinha Roy, Ishita (2007): Worlds Apart: Nation-branding on the National Geographic Channel. In: Media, Culture and Society, Vol. 29, No. 4, 569-592.
Sudjic, Deyan (2006): The edifice complex: How the rich and powerful shape the world. London. [Chapter 6: Inventing a nation, pp. 155-188].
Szondi, György (2007): The role and challenges of country branding in transition countries: The Central and Eastern European experience. In: Place Branding and Public Diplomacy, Vol. 3, 8-20.
Zerrillo, Philip C. / Thomas, Gregory Metz (2007): Developing brands and emerging markets: An empirical application. In: Place Branding and Public Diplomacy, Vol. 3, 86-99.
Zöllner, Oliver (2006): A quest for dialogue in international broadcasting: Germany's public diplomacy targeting Arab audiences. In: Global Media and Communication, Vol. 2, No. 2, pp. 160-182.


» Helpful Internet resources for locating relevant books and articles:
» Elektronischer Semesterapparat
» Universitäts- und Landesbibliothek Düsseldorf
» Karlsruher Virtueller Katalog
» Jahres-Aufsatznachweise der WDR-Bibliothek zu Hörfunk und Fernsehen
» Directory of Open Access Journals
» Thematische Bibliografie der Bibliothek des Instituts für Auslandsbeziehungen (ifa), Stuttgart
» Center on Public Diplomacy, University of Southern California (USA)
» Journal: 'Public Diplomacy Magazine'
» Journal: 'Place Branding and Public Diplomacy" (ISSN 1751-8040)
» The Foreign Policy Centre (UK)
» IdentityLab (Germany)
» Institute for Cultural Diplomacy (Germany)
» Association for Place Branding and Public Diplomacy (Germany) » Section "In the Media"
» Anholt-GfK Roper's Nation Brands Index
» FutureBrand's Country Brand Index
» Nation-Branding.info: "Everything about Nation Branding and Country Brands"