This course is taught as an intensive course in person in Brno in the week beginning November 20. In preparation, please read at least one core reading for each topic. Please also note that there are three texts that you need to submit to pass this course. One of them is due before we meet in Brno, namely on October 31. Please study the course syllabus this week, make sure that you can access the readings and study materials and that you understand the assessments. Any questions, please let me know. We will meet in Week 3 online to discuss the assessments and any questions that you have.
In this session we consider various ways in which we can explore the globalisation of news, of professional journalistic practises and of the institutions that produce and distribute the news. News flows globally and is consumed by global audiences, in some cases news production for global audiences is explicitly linked to government policy goals. The historical aspect of the globalisation of news/news industries will be central to our discussion. Please read at least one of these key readings: Key readings: Harcup, T. & O’Neill, D. (2017) “What is News?”, Journalism Studies, 18(12), pp. 1470-1488. Chalaby, J. K. (2005). “From Internationalization to Transnationalization.” Global Media and Communication, 1(1). Recommended readings: Chalaby, J.K. (1996) “Journalism as an Anglo-American Invention: A Comparison of the Development of French and Anglo-American Journalism, 1830s–1920s.” European Journal of Communication 11(3). Curran, J, Esser, F, Hallin, DC. (2017) “International news and global integration: A five-nation reappraisal.” Journalism Studies 18(2), pp. 118–134. Clausen, L (2004) “Localizing the global: ‘Domestication’ processes in international news production.” Media, Culture & Society 26(1), pp. 25–44. Williams, K. (2011) Chapter 1 “Globalisation and international journalism” in: International Journalism. London: Sage. Chyi, H.I., Tennant, J.I. (2017) “Transnational media management: Western news organizations’ web operations in China.” International Journal on Media Management 19(4), pp. 261–281.
We discuss the key theoretical concept of news flows and explore the historic structure of the flow of news around the globe which has been dominated by Western news agencies and media outlets. In the 1980s, UNESCO (the United Nations’ Education, Culture and Scientific Organisation) developed the blueprint of a “New World Information and Communication Order” (abbreviated as NWICO) to address the imbalance of the news flow between the global South and North. Although new major players emerged in news production and dissemination and a global digital news environment is flourishing, the imbalances continue to exist. For a perspective of a practising journalist, we will watch a TED talk featuring Lara Setrakian, https://www.ted.com/talks/lara_setrakian_3_ways_to_fix_a_broken_news_industry?language=en Key readings: Segev, E. (2015) “Visible and invisible countries: News flow theory revised.” Journalism 16(3). Guo, L. & Vargo, C. J. (2020) “Predictors of International News Flow: Exploring a Networked Global Media System”, Journal of Broadcasting & Electronic Media, 64(3), pp. 418-437. Recommended readings: MacBride, S. (1980) Many voices one world: towards a new, more just and more efficient world information and communication order Part 3 Chaps 1-3, pp. 137 – 173. Malaolu, P. (2014) “Sources and the news from Africa: Why are there no skyscrapers in Nigeria?”, Ecquid Novi: African Journalism Studies, 35(1), pp. 25-42. Zhu, Y. (2019) “Determining economic news about China in global news feed: Evidence from Global Database of Events, Language and Tone”, Global Media and China, 4(2), pp. 272–285. Figenschou, T. U. (2010) “A voice for the voiceless?: A quantitative content analysis of Al-Jazeera English’s flagship news,” Global Media and Communication, 6(1), pp. 85–107. Rafeeq, A. & Jiang, S. (2018) “From the Big Three to elite news sources: a shift in international news flow in three online newspapers TheNational.ae, Nst.com.my, and Nzherald.co.nz”, The Journal of International Communication, 24(1), pp. 96-114.
This session focuses on global audiences in news reception/production and transnational mobilisation through activism and social movements. The spread of digital media – and of online news – has played a key role in facilitating a global mediated public sphere. Global mass activism and social movements that are transnational have also been effectively mobilised through social media and networking sites. What do these developments tell us about a global public sphere, global audiences and global activism? We will watch two talks to understand insider views on online activism: 1. Zeynep Tufekci discusses aspects of online activism in this TED talk: https://www.ted.com/talks/zeynep_tufekci_online_social_change_easy_to_organize_hard_to_win?language=en 2. Another relevant TED talk “Let’s design social media that drives real change” is by the Egyptian activist Wael Ghonim: https://www.ted.com/talks/wael_ghonim_let_s_design_social_media_that_drives_real_change/discussion Key readings: Chapter 8 “A New Digital Repertoire of Contention?” In Jennifer Earl & Katrina Kimport, Digitally Enabled Social Change: Activism in the Internet Age. Cambridge, MA: MIT Press, 2011. Dencik, L. (2013) “What global citizens and whose global moral order? Defining the global at BBC World News,” Global Media and Communication, 9(2), pp. 119–134. Recommended readings: Milan, S. (2015) “From social movements to cloud protesting: the evolution of collective identity”, Information, Communication & Society, 1(8), pp. 887-900. McDonald, K. (2015) “From Indymedia to Anonymous: rethinking action and identity in digital cultures”, Information, Communication & Society, 18(8), pp. 968-982. Eichhorn, K. (2019) “Girls in the Public Sphere: Dissent, Consent, and Media Making”, Australian Feminist Studies. Stephansen, H. C. (2019) “Conceptualizing a distributed, multi-scalar global public sphere through activist communication practices in the World Social Forum”, Global Media and Communication, 15(3), pp. 345–360. doi: 10.1177/1742766519872777. Lee, F. (2008) “Local press meets transnational activism: news dynamics in an anti‐WTO protest,” Chinese Journal of Communication, 1(1), pp. 55-76, DOI: 10.1080/17544750701861921
In this session we dissect two key concepts that relate to media and their potential to influence global public opinion. We will make sure that we understand these concepts, their origin and difference from other mediated forms of influence before we delve deeper into them and into hands-on examples of the use of media and culture for public diplomacy and soft power purposes. Key readings: Cull, N. J. (2008) “Public Diplomacy: Taxonomies and Histories.” The ANNALS of the American Academy of Political and Social Science, 616(1). Chapter 2 “Sources of American Soft Power” in Nye. J. (2004) Soft Power: The Means to Success in World Politics. New York: Public Affairs. Recommended readings: Seib, P. (2009) “Public diplomacy and journalism: Parallels, ethical issues, and practical concerns.” American Behavioral Scientist, 52 (5). Entman, R. (2008) “Theorizing Mediated Public Diplomacy: The U.S. Case.” The International Journal of Press/Politics, 13(2). Guth, D. W. (2009) “Black, White, and Shades of Gray: The Sixty-Year Debate Over Propaganda versus Public Diplomacy”, Journal of Promotion Management, 14(3-4), pp. 309-325. Methodology section in What is Soft Power? by University of Southern California’s Soft Power Project https://softpower30.com/what-is-soft-power/ BBC Podcast episode “Hearts and Minds” in the series “China and the World” available here: https://www.bbc.co.uk/sounds/play/m0009zm0
In this session we turn our attention to the use of international media by governments as a means of influencing global public opinion. Historical examples of state-funded news used to influence public opinion and attitudes in another state date back centuries, however, the use of international broadcasting as part of international diplomacy was introduced in the 1920s and 30s. International news broadcasting has long been a key element of British public diplomacy, with BBC World Service being credited with many achievements in this respect. We consider how the relationship between media and foreign policy has been theorized and to what extent these theories apply in the current media environment in which a range of international players - including the Russian RT, the Qatari Al Jazeera and the Chinese CGTN - aim to use international news for public diplomacy purposes. Key readings: Johnson, R. A. (2018) “Managing Media Influence Operations: Lessons from Radio Free Europe/Radio Liberty”, International Journal of Intelligence and Counter Intelligence, 31(4), pp. 681-701. Ersoy, M. and İşeri, E. (2023) “Mediated public diplomacy and peace journalism: International public news agencies on the Syrian crisis”, International Communication Gazette, online first. Recommended readings: Zöllner, O. (2006) “A quest for dialogue in international broadcasting: Germany’s public diplomacy targeting Arab audiences.” Global Media and Communication, 2(2). Samuel-Azran, T. (2013) “Al-Jazeera, Qatar, and New Tactics in State-Sponsored Media Diplomacy.” American Behavioral Scientist, 57(9). Workneh, T. W. (2020) “Journalistic Autonomy in Voice of America’s Amharic Service: Actors, Deterrents, and Safeguards”, Journalism Studies, 21(2). Crilley, R., Gillespie, M., Kazakov, V. and Willis, A. (2021) “‘Russia isn’t a country of Putins!’: How RT bridged the credibility gap in Russian public diplomacy during the 2018 FIFA World Cup”, The British Journal of Politics and International Relations 24(1), pp. 136-152. Zhang, C., Zhang, D. & Blanchard, P. (2022) “International Broadcasting During Times of Conflict: A Comparison of China’s and Russia's Communication Strategies,” Journalism Practice.
In this session we examine developments that have been enabled by digital technologies. Who controls public diplomacy efforts when social media are accessible to a variety of players? Who benefits? What happens when mediated public diplomacy becomes easier to produce and consume? Key readings: Golan, G. J., Manor, I. and Arceneaux, P. “Mediated Public Diplomacy Redefined: Foreign Stakeholder Engagement via Paid, Earned, Shared, and Owned Media” (2019) American Behavioral Scientist 63(12), pp. 1665-1683. Tsvetkova, N., Rushchin, D., Shiryaev, B., Yarygin, G. & Tsvetkov, I. (2020) “Sprawling in Cyberspace: Barack Obama’s Legacy in Public Diplomacy and Strategic Communication”, Journal of Political Marketing. Recommended readings: Zhang, Y. and Oloo Ong'ong'a, D. (2021) “Unveiling China's digital diplomacy: A comparative analysis of CGTN Africa and BBC News Africa on Facebook”, Asian Journal of Comparative Politics 7(3), pp. 661-683. O’Boyle, J. (2018) “Twitter diplomacy between India and the United States: Agenda-building analysis of tweets during presidential state visits”, Global Media and Communication 15(1), pp. 121-134. Collins, S. and DeWitt, J. (2023) “WORDS MATTER: Presidents Obama and Trump, Twitter, and U.S. Soft Power” World Affairs 186(3), pp. 530-571. Liang, F. (2020) “The New Silk Road on Facebook: How China’s official media cover and frame a national initiative for global audiences.” Communication and the Public, 4(4), pp. 261-275.
In this session we will conduct hands on research on case studies that involve public diplomacy efforts. You do not need to do any specific reading ahead of this session but it will be useful if you come with ideas about possible cases or examples.
US President Barack Obama noted in a 2013 fundraising speech at DreamWorks Studios that Hollywood exports are important economically but also “believe it or not, entertainment is part of our American diplomacy”. The President went on to suggest that Hollywood transmitted US tolerance and diversity to a global audience through its stories: “They might not know the Gettysburg address, but if they’re watching an old movie – Guess Who’s Coming to Dinner, The Mary Tyler Moore Show, or Will and Grace and Modern Family – they’ve had a front row seat to our march towards progress. Even if their own nations haven’t made that progress yet.” In this session we build on our insights from session 4 to delve further into what constitutes soft power and how it operates. Key readings: Nye, J. S. (2021) “Soft power: the evolution of a concept,” Journal of Political Power 14(1), pp. 196-208. Kwon, S. & Kim, J. (2014) “The cultural industry policies of the Korean government and the Korean Wave”, International Journal of Cultural Policy 20(4), pp. 422-439. Recommended readings: Edney, K. (2015) “Building National Cohesion and Domestic Legitimacy: A Regime Security Approach to Soft Power in China.” Politics 35(3-4). El Berni, H. M. (2023) “The Power Paradigm of the King Salman Period: Building a Saudi Soft Power?”, Asian Journal of Middle Eastern and Islamic Studies, 17(2), pp. 190-200. de Andrade e Silva Forte dos Santos, N. (2021) “The Interplay of Soft Power and Sharp Power in Sport Diplomacy: A Conceptual Framework”, Journal of Global Sport Management. Wilson, E. J. (2008). “Hard Power, Soft Power, Smart Power”, The ANNALS of the American Academy of Political and Social Science 616(1), pp. 110-124.
In this session we will conduct hands on research on case studies that involve soft power. You do not need to do any specific reading ahead of this session and the title indicates some possible cases for analysis but you can come up with your own ideas for these.
There are three texts that you need to submit on this course. Summary of a recommended reading (max. 20 points): This is a short summary of one article listed in the recommended reading list. The length is 800 words and you need to submit the summary before the in person teaching in Brno begins. Submission date: October 31. Case study (max. 30 points): You will select and write a case study of a state actor’s use of media and/or culture for foreign policy goals. You can discuss your choice with me in person in Brno or via email or in an online meeting. The length is 1000 words, the submission date is December 17. Essay (max. 50 points): You will write an essay that defines a key concept from the course and apply it to an actual media campaign, media contents or a state-run media project/company that aims to influence the perception of a country or a government abroad. The length is 2,000-2,500 words. You can discuss your choice with me in person in Brno or via email or in an online meeting. The submission date is February 4. And this is the grading scale: To pass the course, you will need to reach a minimum of 50 points. Grading scale: ECTS Grades Number of points Definition A 90 - 100 excellent performance with only minor errors B 80 - 89 above average performance but with some errors C 70 - 79 overall good performance with a number of significant errors D 60 - 69 acceptable performance, but with significant shortcomings E 50 - 59 performance meets minimum requirements F 0 - 49 a considerable amount of additional work is required Please do get in touch with me if you need to get your result before the end of the exam period or if you anticipate any problems with submitting on the specified dates.
Assessments There are three texts that you need to submit on this course. Summary of a recommended reading (max. 20 points): This is a short summary of one article listed in the recommended reading list. The length is 800 words and you need to submit the summary before the in person teaching in Brno begins. Submission date: October 31. Case study (max. 30 points): You will select and write a case study of a state actor’s use of media and/or culture for foreign policy goals. You can discuss your choice with me in person in Brno or via email or in an online meeting. The length is 1000 words, the submission date is December 17. Essay (max. 50 points): You will write an essay that defines a key concept from the course and apply it to an actual media campaign, media contents or a state-run media project/company that aims to influence the perception of a country or a government abroad. The length is 2,000-2,500 words. You can discuss your choice with me in person in Brno or via email or in an online meeting. The submission date is February 4. To pass the course, you will need to reach a minimum of 50 points. Grading scale: ECTS Grades Number of points Definition A 90 - 100 excellent performance with only minor errors B 80 - 89 above average performance but with some errors C 70 - 79 overall good performance with a number of significant errors D 60 - 69 acceptable performance, but with significant shortcomings E 50 - 59 performance meets minimum requirements F 0 - 49 a considerable amount of additional work is required Please do get in touch with me if you need to get your result before the end of the exam period or if you anticipate any problems with submitting on the specified dates.
Assessments There are three texts that you need to submit on this course. Summary of a recommended reading (max. 20 points): This is a short summary of one article listed in the recommended reading list. The length is 800 words and you need to submit the summary before the in person teaching in Brno begins. Submission date: October 31. Case study (max. 30 points): You will select and write a case study of a state actor’s use of media and/or culture for foreign policy goals. You can discuss your choice with me in person in Brno or via email or in an online meeting. The length is 1000 words, the submission date is December 17. Essay (max. 50 points): You will write an essay that defines a key concept from the course and apply it to an actual media campaign, media contents or a state-run media project/company that aims to influence the perception of a country or a government abroad. The length is 2,000-2,500 words. You can discuss your choice with me in person in Brno or via email or in an online meeting. The submission date is February 4. To pass the course, you will need to reach a minimum of 50 points. Grading scale: ECTS Grades Number of points Definition A 90 - 100 excellent performance with only minor errors B 80 - 89 above average performance but with some errors C 70 - 79 overall good performance with a number of significant errors D 60 - 69 acceptable performance, but with significant shortcomings E 50 - 59 performance meets minimum requirements F 0 - 49 a considerable amount of additional work is required Please do get in touch with me if you need to get your result before the end of the exam period or if you anticipate any problems with submitting on the specified dates.