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This book examines the concept of new public diplomacy against empirical data derived from three country case studies, in order to offer a systematic assessment of policy and practice in the early 21st century.The new public diplomacy (PD) is a major paradigm shift in international political communication. Globalisation and a new media landscape challenge traditional foreign ministry 'gatekeeper' structures, and foreign ministries can no longer lay claim to being sole or dominant actors in communicating foreign policy. This demands new ways of elucidating foreign policy to a range of.

Contemporary diplomacy is subject to the same pressures of globalization as many other communication industries. However, insights from different areas of Media and Communication Studies have only been partly explored in the context of diplomacy. This article applies theories of transmedia storytelling, transmedia engagement and surveillance upon a case study of the recent Campaign to End Sexual Violence in Conflict. The aim is to investigate the ways in which contemporary diplomatic advocacy campaigns cope with fundamental problems such as media repertoires, co-created content, collective intelligence, digital convergence and stakeholder management. The article contends that co-creation and co-option of shared values through transmedia engagement techniques perform a disciplining role for stakeholders that may be linked to theories of surveillance and biopolitics. This study will be of much relevance to those interested in the significance of participatory culture theories to contemporary international advocacy, including its policies, strategies and mediating practices.

The GREAT campaign is one of the most ambitious national promotion efforts ever undertaken. Timed to make the most of Britain's raised profile during Olympic year, the aim was to promote trade, investment and tourism under a unified identity emphasising British achievements. However, the campaign raises a number of issues. The first is how and why GREAT emerged as an alternative to established structures for soft power, public diplomacy and marketing in the UK. The second is the ways GREAT engages with collective identity through the nationalisation and commodification of symbolic resources. Third is the practices used to include and exclude specific target groups and stakeholders. Fourth is the interaction between economic and symbolic resources, including public-private collaboration and the evidence used to determine impact and value. These themes contribute to an analysis of GREAT that will be of interest to scholars of politics and IR in the UK and internationally. Adapted from the source document.

Practitioners and scholars are increasingly aware that an array of new actors, communication technologies, agendas and expectations are changing the institution of diplomacy. How diplomatic actors are known and experienced through their representation assumes an increasingly important, and uncertain, role. This article argues that these changes to the field should be considered in terms of the shifting ontological and epistemological conditions for representing and experiencing diplomatic identities. In support of this, the article investigates the influence of mediated communication upon the production of knowledge and the ability to experience others through use of the term 'mediatization'. Mediatization refers to the ways in which communication technologies have become so integrated into everyday activities that our knowledge and experience of the world is significantly altered, often in ways that appear banal and taken for granted. In the diplomatic context, mediatization involves placing pressure on actors to negotiate issues and identity salience in new ways; to coordinate and negotiate over codes and norms for representation within different mediated environments; and to strategically manage identities, messages and representational modalities within objective-led campaigns. This analysis is used to question further the relationship linking communication, diplomacy and public diplomacy, with the conclusion that public diplomacy can no longer be considered as entirely external communicative activities attached to the diplomatic world, since these are — in an age of mediatization — necessarily part of diplomacy proper. Rather, public diplomacy makes most sense in that coordinating role, as a form of semiotic and normative coalition-building within organizations and among connected stakeholders.

Research Highlights and Abstract This article provides A 'zeitgeist' analysis of how the Coalition leadership tried to make the most of Britain's 'big year' of 2012, particularly in terms of the government's 'prosperity agenda'; Rich empirical data about high profile, government-wide trends in British promotional strategies and practices in the context of austerity; Analysis of the consequences of these promotional activities from a number of perspectives, including: GREAT as an alternative to existing promotional structures; strategies for drawing upon national identity in support of economic growth; disciplining techniques for enforcing brand identity; approaches to co-branding corporate and governmental Britain; the metrics used to demonstrate impact. The GREAT campaign is one of the most ambitious national promotion efforts ever undertaken. Timed to make the most of Britain's raised profile during Olympic year, the aim was to promote trade, investment and tourism under a unified identity emphasising British achievements. However, the campaign raises a number of issues. The first is how and why GREAT emerged as an alternative to established structures for soft power, public diplomacy and marketing in the UK. The second is the ways GREAT engages with collective identity through the nationalisation and commodification of symbolic resources. Third is the practices used to include and exclude specific target groups and stakeholders. Fourth is the interaction between economic and symbolic resources, including public-private collaboration and the evidence used to determine impact and value. These themes contribute to an analysis of GREAT that will be of interest to scholars of politics and IR in the UK and internationally.

The notion of legacy was intrinsic to London's 2012 bid, drawing upon the Olympic spirit in the form of personal challenges designed to motivate and mobilize individuals and communities in Britain and around the world. However, with the economic crisis and change in government in 2010, a distinct discourse of economic legacy also emerged. This increasingly saw the citizen mobilization associated with the Games in terms of the opportunity to promote the UK as a partner for trade investment. This article explores the state, citizen, and corporate mobilizations motivated by the Olympics. It analyses the structures and discourses supporting a changing conceptualization of legacy, with particular reference to the international communication strategies designed to co-brand national promotion with the Olympic spirit.