The Association of Southeast Asian Nations' narratives of non-compliance with norms: Shaming and escaping a narrative trap

In: Media, war & conflict, Band 16, Heft 2, S. 173-191

Abstract

The Association of Southeast Asian Nations (ASEAN) has been responding to external demands and expectations, including moderate steps towards becoming a more norm-oriented organization, and developing its image as a responsible actor engaging in international and regional relations. For example, it has been issuing statements addressing relevant challenges, most often by criticizing them. A growing body of literature proves that this type of critical communication may bring desirable outcomes, e.g. the name and shame strategy. This strategy, however, does not align with ASEAN's silent diplomacy. Thus, the aim of the article is to analyse how ASEAN structures its communication when criticizing others and their actions. Does ASEAN, considering its 'uniqueness', name and shame? And, if so, what is the pattern of the criticism? The author argues that ASEAN produces three types of critical narratives: universal shaming, reasonable criticism and considerate affirmation resulting from a narrative trap of responding to international and regional pressure. Each narrative explains and improves the organization's image, although not comprehensively, and is utilized to strengthen its role as a peace promoter. But this image is tarnished by the questionable performance of ASEAN in the area of peace promotion. The article's argument is substantiated by an analysis of ASEAN's narratives of non-compliance with norms.