Shaping International Public Opinion

Jami A. Fullerton (Ph.D., the University of North Texas) is a professor in the School of Media and Strategic Communications and holds the Peggy Layman Welch Chair in Strategic Communications at Oklahoma State University-Tulsa.

Alice Kendrick (Ph.D., the University of Tennessee) is the Marriott Professor of Advertising in the Temerlin Advertising Institute at Southern Methodist University in Dallas, where she teaches communication research and strategy courses.

Bridging two «camps» in the field of international public opinion - nation branding and public diplomacy - this book presents a first-of-its-kind cohesive framework with which readers can better research, teach, practice, and understand the field. At its core is the introduction of the Model of Country Concept, which illustrates the array of factors, including hard- and soft-power initiatives, that shape how global citizens form their opinions about other countries.

Each chapter applies the Model of Country Concept across a wide geographic, methodological, and disciplinary range of qualitative and quantitative research studies. They include traditional and social media content, international educational exchange programs, tourism, government-sponsored programs, and entertainment. By way of definitions, prior research findings, professional best practices, and published theories and models, the book offers a framework for future positioning of both practice around and research about nation branding and public diplomacy.

Written for practitioners, researchers, teachers, and students of public diplomacy, international relations, media/journalism, and strategic communication, among others, the book offers a comprehensive yet approachable solution for framing a conversation about the heterodox nature of nation branding and public diplomacy, and advances the field through original research.

Guy J. Golan: Foreword - Jami A. Fullerton: Introduction - Jami A. Fullerton/Alice Kendrick: The Model of Country Concept Explained - Part One: Country Concept - Michael Elasmar/Jacob Groshek: A Historical Overview and Future Directions in the Conceptualization of Country Images - Claudia Labarca: Trust in Nation Branding and Public Diplomacy: Beyond Reputation and Image - Dane Kiambi: The Role of Familiarity in Shaping Country Reputation - Jacob Groshek/Lei Guo/Chelsea Cutino/Michael Elasmar: A Sample Methodology for Extracting and Interpreting Country Concept from Social Media Users and Content - Part Two: Nation Branding - Ibrahim N. Abusharif: Ferguson, Global Media Narratives, and Nation Branding - Fang Yang/Bruce Vanden Bergh: Movies' Influence on Country Concept - Fang Liu/Jamie Murphy/Jing Li: Country of Origin, Country Image, and Wine - Imran Hasnat/Elanie Steyn: From "Bottomless Basket" to "Beautiful Bangladesh": Nation Branding through Tourism and Public Diplomacy - Part Three: Public Diplomacy - Mallorie Rodak: Impact and Evaluation of International Exchange Programs as Tools of Relational Diplomacy - Olga Zatepilina-Monacell/ Hongwei "Chris" Yang/Yingqi Wang: Factors Shaping U.S. College Students' Concept of China and Willingness to Study in China - Janis Teruggi Page/Lawrence Parnell: The U.S. Secretary of State's Award for Corporate Excellence: An Intersection of Nation Branding, Public Diplomacy, and Global Corporate Social Responsibility - Jami A. Fullerton/Alice Kendrick/Mallorie Rodak: A Propaganda Analysis of the Brand USA Tourism Campaign: Government-Sponsored Advertising to International Travelers - Contributors - Index.