PMCb1123 International News, Soft Power and Diplomacy

Faculty of Social Studies
Autumn 2024
Extent and Intensity
1/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Monika Metyková, Ph.D. (lecturer)
Guaranteed by
PhDr. Monika Metyková, Ph.D.
Department of Media Studies and Journalism – Faculty of Social Studies
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Mon 25. 11. 14:00–19:40 U33, Tue 26. 11. 8:00–13:40 AVC, Wed 27. 11. 18:00–19:40 U43, Thu 28. 11. 16:00–19:40 U34
Prerequisites
There are no prerequisites for studying on this course.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course introduces students to key debates related to the globalisation of media, the role of media in achieving foreign policy goals and the broader role of culture and media in building state actors’ soft power. 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 1930s. 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. Media and popular culture more broadly have also figured on the radar of those studying international relations and it was Joseph Nye - a political scientist - who coined the term soft power in the late 1980s to describe how the US sought to influence worldwide public opinion. This course considers how the relationship between media and foreign policy has been theorized and evolved historically. It also explores the extent to which 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 (China Global Television Network) - aim to use international news for public diplomacy purposes. Students will also become familiar with interdisciplinary approaches and contemporary case studies of soft power initiatives developed by state actors.
Learning outcomes
After completing the course, a student will be able to: - demonstrate an understanding of key debates related to media and public diplomacy and media and soft power; - identify and analyze cases of a state actor’s use of media and culture for foreign policy purposes; - compare and contrast media-related public diplomacy strategies developed by various state actors; - use a range of scholarly sources and appropriate conceptual frameworks in seminar discussions and in essays.
Syllabus
  • Topic 1 The globalisation of news 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. Topic 2 Global news flows: From NWICO to online news 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. Topic 3 Global audiences, transnational mobilisation 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? Topic 4 Public diplomacy and soft power 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. Topic 5 Public diplomacy: International news media 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. Topic 6 Public diplomacy going digital 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? Topic 7: Public diplomacy case studies 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. Topic 8: Soft power: the role of media and cultural products 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.
Literature
    required literature
  • 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.
Teaching methods
Teaching format: condensed teaching in the week beginning 25 November 2024. The in person teaching in Brno will be complemented with an online introductory meeting and with online meetings to discuss the final essay.
Assessment methods
Assessments 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: November 3. 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 15. 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 2. To pass the course, you will need to reach a minimum of 50 points.
Náhradní absolvování
The course is taught in a condensed form over one week. Due to this students may not be able to attend all the sessions as they may clash with their regularly taught sessions. In these cases, students need to contact the tutor who will set up additional tasks to make up for their absence.
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Teacher's information
https://is.muni.cz/auth/ucitel/?fakulta=1423;obdobi=9723;predmet=1637607
Tutor: Monika Metykova (University of Sussex, Masaryk University) Email: metykova@mail.muni.cz or m.metykova@sussex.ac.uk
The course is also listed under the following terms Autumn 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2024/PMCb1123