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"In order to build good international relationships, Public Diplomacy (PD) requires a precise and complete understanding of who and what makes up a country’s image. However, previous research lacks a theoretical and methodological framework that allows for the systematic collection and analysis of ... the opinions of foreign publics to analyze the whole picture of a country. This study discusses the concept of public opinion and country image formation and takes into consideration different measurement models. On this basis, a new, innovative, integrative country image listening and measurement instrument for public diplomacy is introduced. The new model integrates different components of country image and highlights the importance of formative and summative evaluation, while considering contextual factors influencing country image formation. This instrument allows the strategic analysis of how public diplomacy communication and various publics contribute to the formation of country images. We demonstrate the value of the integrated country image measurement instrument by analyzing the Swiss country image via a multimethod approach, principally through analyzing and integrating data from public opinion survey studies, international news coverage and Google Trends as a way to assess the international perception of a country. First, on the output level, we analyze high reach media outlets in five countries (Germany, France, Italy, UK, and US) with a codebook that allows for analysis of the news agenda about Switzerland in the countries abroad with respect to the five country image dimensions. Second, on the outcome level, we use a survey study in the five countries, combining a standardized instrument for measuring country image with open survey questions about general associations, strengths, weaknesses and recalled news media surrounding Switzerland. In addition, we use structural equation modeling to calculate the value drivers of the Swiss country image, to find out what the key components that shape the country image dimensions are. In order to look at conative outcomes, we further analyze google searches in the respective countries, as trace data can give empirical proofs for the statements of respondents and bring valuable insights on digital media as a new information source. Finally, we analyze the overall country reputation in each of the countries and align the results with the content analysis and survey studies. The study gives public diplomacy actors valuable insights into the use of mixed method approaches when measuring country images and exploring the importance of “listening” and so giving special attention to different types of publics, units and research methods." (Abstract) more

Solving the Public Diplomacy Puzzle: Developing a 360-Degree Listening and Evaluation Approach to Assess Country Images

Intersections Between Public Diplomacy and International Development: Case Studies in Converging Fields

De-Americanizing Soft Power Discourse?