Toward a Model of Strategic Influence, International Broadcasting, and Global Engagement | Zendy

Kenneth L. Hacker | Zendy; Vanessa R. Mendez | Zendy

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Toward a Model of Strategic Influence, International Broadcasting, and Global Engagement

Author(s) -

Kenneth L. Hacker,

Vanessa R. Mendez

Publication year - 2016

Publication title -

media and communication

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.804

H-Index - 19

ISSN - 2183-2439

DOI - 10.17645/mac.v4i2.355

Subject(s) - public diplomacy , diplomacy , persuasion , social media , public relations , political science , government (linguistics) , privilege (computing) , sociology , politics , social psychology , psychology , law , linguistics , philosophy

This article explores how strategic communication, public diplomacy, international governmental broadcasting, and social media networking can be brought together in a system of strategic influence and global engagement. The analysis offers a contrasting approach to various views of public diplomacy or strategic communication which privilege one form of governmental influence over others and treat partial aspects of national persuasion as complete pictures of government communication aimed at foreign audiences. Because so much of public diplomacy literature today emphasizes social media, it is necessary to determine how specific tools of influence such as international broadcasting, can be used in ways that fit new thinking in public diplomacy as well as continuously emerging new media ecologies.

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