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24 Pt. 2 J. Legal Ethical & Regul. Isses 1 (2021)
Creating Country Image through Public Diplomacy: The Case of Foreign Media in Thailand

handle is hein.journals/jnlolletl2424 and id is 718 raw text is: Journal of Legal, Ethical and Regulatory Issues CREATING COUNTRY IMAGE THROUGH PUBLIC DIPLOMACY: THE CASE OF FOREIGN MEDIA IN THAILAND Teerati Banterng, National Institute of Development Administration ABSTRACT Thailand is seen by the superpower countries as one of the emerging economic nations in ASEAN. The use of the media by the superpower has been made with an attempt to win the hearts and minds of the people. This paper examines how foreign media improve their national image and promote international collaboration from the foreign public with positive attitude and active support. The paper also investigates a new perspective on the Mediated Public Diplomacy strategy through foreign media on the online platform over the two-year period from 2016. The samples were selected from three mainstream foreign media agencies: (1) Voice of America, (2) BBC News, and (3) China Radio International. The content analysis and in-depth interviews showed that these news agencies tarnished negative images and polished positive images through foreign policy, public events, and mutual cooperation. The concepts of country brand and mediated public diplomacy strategy provide frameworks for the analysis. Keywords: Country Image, Public Diplomacy, BBC News, Voice of America, China Radio International INTRODUCTION At present, the soft power-a coherent strategy for the art of persuasion in terms of culture, value, and public attraction policy in foreign countries-is used in high-stakes international communication by various governments through different strategies such as the public diplomacy in order to enhance their positive image among foreign countries. Joseph Nye (2008), a prominent scholar who defines the term, stated that governments use these techniques to create their positive image at a global level through a means of movies, television stations, and international government agencies. Governments of the superpower worldwide have changed their strategies from exercising the military power to other kinds such as the soft power, which is by no means hostile and violent. Instead, this form of power is concentrated in the hands of information and cultural diplomacy (Nye, 2004). As a result, the foreign policy plays a central role in promoting communication for better perception and images of the superpower on the international scale. In addition, the propaganda seems to be another effective strategy for international communication to persuade in different media channels such as the online and social media. A clear example lies in the case of hate speech on social media. Topics may include racism, colorism, and discrimination against religion (Sparkes-Vian, 2019). The Internet becomes an important source to provide unlimited information resources. The role of such Legal and Ethical Affairs 1 1544-0044-24-S5-1073 Citation Information: Banterng, T. (2021). Creating country image through public diplomacy: The case of foreign media in Thailand. Journal of Legal, Ethical and Regulatory Issues, 24(S5), 1-11 Volume 24, Special Issue 5, 2021

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