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EMC 3358 TEST 3

Terms in this set (58)

What is shared values
5 short videos released in 2002 to show that Muslims are respected in the Untied states. The USA wanted to improve its image in Muslim countries
Define Public Diplomacy
Global communication efforts to inform, influence, and engage global politics in support of national nations.
Define Public diplomacy pt.2
An international actors attempt to advance the ends of policy by engaging with foreign diplomacy
Traditional public diplomacy
Government to public
Official in nature
Passive Public role
One way informational
Crisis Driven
Linked to foreign policy/national security
New public diplomacy
Public to Public
Unofficial (NGO's, private citizens)
Dialogue and exchange oriented
two way symmetric
Involves international terrorists, sports stars
a national seeks support of overseas public
it
Public diplomacy strategy in the United States for Celebrity diplomacy
Large pool of celebrity resources
able to diplomatically penetrate overseas areas where US officials could not
Criticism for Celebrity diplomacy
Celebrities lack credibility
limits celebrities diplomacy
self interest in celebrity diplomacy
Monologic (one-way)
Government sponsored campaigns (JFK's Ich bin cin Berliner) presidential
Dialogic (two-way)
exchange of information and ideas across social and cultural boundaries
Colaborative
encourages dialogue between participants and stakeholders; usually with clear, attainable goals.
Track one diplomacy
Formal, official government interaction public diplomacy
Track two diplomacy
informal, no governmental ties between citizens and groups outside former power channels; new public diplomacy
Factors leading to track two diplomacy
1. diminishing roles of nation states in international affairs as supranational organizations increase in number and activity
2. peoples increasing access to multiple info sources and interactive tech
3. expansion of global civil society, an arena beyond the family, the state, the market where people interact to advance common interests at the transnational level. the fall of communism accelerated its developments
Define soft power
Getting others to want the outcomes that you want- co-opts people rather than coerces them
soft power
resources are the assets that produce such attraction
whether a particular asset is attractive the resource can be measured through polls/focus groups
Public diplomacy is an instrument that
governments use to mobilize these resources to communicate with and attract the public of other countries, rather than merely their governments
Three sources of soft power
Culture( high and pop culture)
political values
foreign policies
American's soft power
this power was even larger than its economic and military assets
Americans are power because
they inspire dreams and desire of others
Simon Anholt
Championed the concept of place branding in 2002
Define nation branding
applying branding and market communications techniques to promote a nations image

ex: Brand USA Land of dreams
China Publicity ads
Public diplomacy in the future
1.focus shifting from one way to two way
2.emphasis to person to persons transfer
3.more personal and collaborative approaches
Cultural production
process by which culture is expressed, maintained, reinforced and changed through mass media
cultural product
artifacts that are mass produced for mass consumption. usually for a profit
cultural differentialism
cultures are different, strong, resilient
destined to clash
Starbucks controversy
homeland controversy
cultural convergence
1.growing sameness due to globalization
2.worldwide, homogenized, westernized culture
3.cultural imperialism; dominant culture imposes culture on other for economic and political gain
4. ugly betty
5. disneyland
Cultural hybridity
globalization bring about an increasing blending/mixture of cultures
Hybridity
combination of differences (in styles, tech, genre) to accommodate co-existing cultures
Glocalization
adaption of goods or services with global reach to locality or culture they are marketed in

mcdonald's glocaization
media glocalization (american idol)

disney theme parks
disney moveis
regionalization
the expansion of media markets among "proximate" societies
localization
adaption of media productions and processes to local tastes and interests

MTV Asia
MTV latin america

drilling down further differntaition wtihin reigons

MTV korea, china, vietnam, russia
two competing schools of thoughts regarding free trade in culture
cultural products are like any other good and should be traded freely
different and should not be subject to free trade rules
the american argument about two competing schools
popular culture products are no different from any other commodity and no special rules ought to govern cultural product trading worldwide
the advantages the US enjoys
products have worldwide audience
makers use various competitive advantages in producing popular culture
much of the world consumes American popular culture, and the reverse is true
the counter american argument
american culture may lead to cultural corruptoin, cultural imperialism, and/or cultural homogenization
cultural exception for the counter argument
cultural trade is different from trade in any other good or services. free trade in culture threatens cultural death and so is to be avioded
primary international agreement
basic production, includes agriculture, forestry, mining and fishery
secondary international agreement
production of goods, industries, construction and craft
services international agreement
bank, trade, transportation, education, culture and health
General agreement on tariffs and trade (GATT)
created special exemption for cultural artifacts from free trade (1974)
general agreement trade in services (GATS)
extended multilateral trading system of GATT to services sector 1995
north american free trade agreement (NAFTA)
signed by canada, mexicon, US, created a free trade zone in north america 1994
american popular culture fragmentation in four countries
1.france has passed laws mandating the use of french language
2.iran attempted to isolate itself from exposure to american culture
3.venezuela there has been popular culture component to chavez's anti globalization challenge
4.china is attracted and wary to american popular culture
established the world media flow patterns
West to the rest
finding the UNESCO- sponsored studies
imports accounted for 1/3 of program aired
flow was one direction, west to rest
entertainment made up most
define cultural imperalism
practice promoting, distinguishing, separating or artificially injecting the culture of one society into another
closely related to ECT that focus on cultural influences
arguments regarding application power
powerful governments, transnational corporations and militaries monopolize, national media to promote their interests
local elites aid international interests for their own beneift
arguments regarding cultural influence
imported culture destroys or replaces national and or traditional culture in the receiving country
communitarian culture is replace by individualistic consumer culture
Criticisms about cultural imperialism
assumes audiences are passive receievers
assumes national cultures are weak and easily replaced
define contraflow
messages flowing against the established directions
reasons contraflow is happening
broad diffusion of low cost digital tech
lower barriers to entry in media industries and growth of commercial media worldwide
fluid movement of people across national boundaries
examples of contraflow
• Transnational telenovelas
• Telenovelas: Latin American Soap Operas
• Produced by
o Televisa in Mexico
o Venevision in Venezuela
o Global TV in Brazil
• By 2005, Telenovela became a $2 bil industry
• Helped the construction of transnatl Hispanic identity
bollywood
• Mixture of Hollywood and Bombay
• Begain in 1896 by a film produced by French brothers Lumiere
• 1913, first Indian made silent feature film
• Now produces over 800 films a year
• 6 million workers in the cinema industry
caveats regrading contraflow
although international contraflow of cultural products has increased, western media still dominates in many societies
exporting earnings small
diaspora
dispersion or spreading of something that was originally localized (people or language)
swiss: media system
the northern europe model
swiss: press system
free pres
high readership level
high newspaper circulation
swiss: broadcast media
public service broadcasting model
public broadcaster SRG SSR- which provides all linguistic regions with programs of equal quality on pubic service basis
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