This Open-Access book investigates corporate diplomacy as a legitimation strategy of multinational companies in the United Arab Emirates. The author applies a neo-institutional public relations perspective, according to which societal expectations significantly shape corporate diplomacy communication. Using a multi-method research design, the author shows how corporate diplomacy is used in the host country, what role local media coverage and relationship management fulfill, and what effects corporate diplomacy has on corporate legitimacy in the host country community, i.e., UAE residents. The findings provide substantial insights into how multinational corporations seek legitimacy through corporate diplomacy and demonstrate how these efforts and the legitimation of corporations are affected by the media and the host country's public.
The variable "issue salience" refers to the visibility or prominence of a given topic or theme occurring in the news coverage and is used to explore first-level agenda-setting (McCombs & Shaw, 1972). In addition to actor salience and valence, issue salience is analyzed to describe and explore the news coverage on different events and public debates. Mostly, issue salience is measured as the number of mentioning a particular issue, topic, or theme. Field of application/theoretical foundation: Issue salience is analyzed using content analysis across different subfields of communication and media research, including the field of public diplomacy. In public diplomacy research, scholars measure issue salience in the context of governmental communication on their official channels online and offline or the representation of countries in social or mass media. Researchers embed the concept of issue salience primarily in agenda-setting theory (McCombs & Shaw, 1972), analyzing it as an independent variable from which to derive implications of news media coverage on audiences' perceptions on a certain object or examining the relationship between issue salience in the media and the public agenda. References/combination with other methods of data collection: When it comes to analyses on issue salience and its link to public perceptions, a mixed-method study design incorporating content analysis in combination with surveys is used to validate issue salience. Example study: Zhou et al., 2013 Information about Zhou et al., 2013 Authors: Zhang et al. Research question/research interest: Comparison between news coverage on Great Britain (in terms of themes) in U.S.-American and Chinese news media during the Olympic Games 2012 RQ: What were the most salient themes in British, U.S., and Chinese media when they covered the opening ceremony of the London Olympics? Object of analysis: Newspaper (30 media outlets across three countries (the United States, the United Kingdom, and China, not explicated) Time frame of analysis: 24 ...
The variable "attribute salience" is described as the characteristics of a given issue that is portrayed in media coverage or other communication channels. It is generally measured in addition to issue salience and issue valence in order to analyze media portrayals of events, actors, or public discourses. Attribute salience is often measured in order to explore how particular issues are presented (instead of which in general), thereby contributing to second-level agenda-setting effects (McCombs et al., 1997). Field of application/theoretical foundation: Attribute salience is analyzed across different subfields of communication and media research, including the field of public diplomacy. In public diplomacy research, scholars measure attribute salience in the context of political communication or the representation of countries in the news media as well as on social media. Researchers embed the concept of attribute salience or issue attributes mainly in agenda-setting theory (McCombs & Shaw, 1972), analyzing it as an independent variable to derive with implications of news media coverage on audiences' evaluations of certain issues. References/combination with other methods of data collection: When it comes to analyses on attribute salience in the context of issues and its link to public perceptions, a mixed-method study design incorporating content analysis in combination with surveys is used to validate attribute salience. Example study: Zhang et al. (2018) Information on Zhang et al., 2018 Authors: Zhang et al. Research question/research interest: Effects of agenda-building of Chinese state-sponsored media on news media coverage in Taiwan and Singapore during Hong Kong Protest Object of analysis: Newspaper (several English newspapers and newswires published in China, Singapore, and Taiwan; not explicated) Time frame of analysis: 1 May 2014 to 30 April 2015 Information about Variable Level of analysis: Article Values: (1) Substantive issue attributes (frame): (a) Conflict (b) Cooperation (c) Problem ...
The variable "public diplomacy message strategy" (or "public diplomacy approach") refers to public diplomacy efforts in a given country in order to investigate how and with which goal public diplomacy is strategically communicated in the given context. The variable reflects the communication style of a specific actor (a politician, government, or country). Field of application/theoretical foundation: Analyses of public diplomacy message strategies or approaches mostly build on the taxonomy of public diplomacy (Cull, 2008) or the proposed categories of public diplomacy by Fitzpatrick (2010). References/combination with other methods of data collection: Public diplomacy message strategies can, in addition to content analysis, be analyzed by conducting interviews or surveys with public diplomacy actors, which allow validating the results from content analyses. Example study: Dodd & Collins (2017) Information on Dodd & Collins (2017) Authors: Dodd & Collins Research question/research interest: Comparison between public diplomacy approaches between Central Eastern European (not explicated) and Western countries (Canada, the United Kingdom, and the United States) Object of analysis: Twitter content posted by 41 embassy accounts (not explicated) Time frame of analysis: March 2015 Information about variable Variable name/definition: Public diplomacy practices: Communication strategy Level of analysis: Tweet Values: Building on Cull's (2008) taxonomy of public diplomacy: (1) Listening (attempts to collect and collate information about foreign publics and their opinions) (2) Advocacy (activities that promote the country's policies or general interests among foreign publics) (3) Cultural (efforts to promote cultural resources and achievements of a country) (4) International (activities that involve sending national actors abroad or receiving international actors to strategically manage the international environment) (5) News (use of radio, television and digital media to inform and involve foreign audiences) ...
Social media offered new opportunities for politicians to engage with the public. However, little research has explored public perceptions of women politicians and their role in women's empowerment, especially in non-Western contexts. This study used a qualitative methodology to explore how young Emirati women made sense of gender and other identities in their discussions of Emirati women politicians on social media. Drawing from intersectionality theory, the study looked beyond gender, exploring other identities that may play a role in Emirati women's perceptions. The results offered insights into the family and ethnic identity as they interacted with gender. The findings also highlighted the challenges of personalizing messages in a patriarchal society. This study contributes to international political communication research and practice by understanding the complexity of women's sense-making of social media and women politicians in a non-Western context.
