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Shaping International Public Opinion

A Model for Nation Branding and Public Diplomacy

Edited By Jami A. Fullerton and Alice Kendrick

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.

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Library of Congress Cataloging-in-Publication Data

Names: Fullerton, Jami A., editor. | Kendrick, Alice, editor. Title: Shaping international public opinion: a model for nation branding and public diplomacy / edited by Jami A. Fullerton, Alice Kendrick. Description: New York: Peter Lang, 2017. Includes bibliographical references and index. Identifiers: LCCN 2016023376 | ISBN 978-1-4331-3029-8 (hardcover: alk. paper) ISBN 978-1-4331-3028-1 (paperback: alk. paper) | ISBN 978-1-4539-1864-7 (ebook pdf) ISBN 978-1-4331-3573-6 (epub) | ISBN 978-1-4331-3574-3 (mobi) Subjects: LCSH: International relations—Public opinion. | Public opinion—Political aspects. Place marketing—Political aspects. | Cultural diplomacy. Classification: LCC JZ1305 .S4838 2016 | DDC 327.2—dc23 DOI 10.3726/b10433 LC record available at

Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the “Deutsche Nationalbibliografie”; detailed bibliographic data are available on the Internet at

© 2017 Jami A. Fullerton and Alice Kendrick Peter Lang Publishing, Inc., New York 29 Broadway, 18th floor, New York, NY 10006

All rights reserved. Reprint or reproduction, even partially, in all forms such as microfilm, xerography, microfiche, microcard, and offset strictly prohibited.

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