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Who are publics in public diplomacy? Proposing a taxonomy of foreign publics as an intersection between symbolic environment and behavioral experiences

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  • Lisa Tam

    (Queensland University of Technology)

  • Jeong-Nam Kim

    (University of Oklahoma)

Abstract

Existing literature on public diplomacy has generally defined foreign publics as the global constituents with whom a country builds relationships through its public diplomacy efforts. However, not all foreign publics are the same; they represent a collection of separate public opinions. As such, foreign publics need to be segmented and differentiated in order for countries to strategically invest their resources and optimize public diplomacy outcomes. In light of this, this paper proposes a taxonomy which approaches the concept of foreign publics as an intersection between symbolic environment and behavioral experiences. By classifying foreign publics into four segments (i.e., ambassadorial, advocational, accusational, and adversarial), this paper explains the formation and characteristics of each segment of foreign publics, as well as their implications for a country’s public diplomacy efforts.

Suggested Citation

  • Lisa Tam & Jeong-Nam Kim, 2019. "Who are publics in public diplomacy? Proposing a taxonomy of foreign publics as an intersection between symbolic environment and behavioral experiences," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(1), pages 28-37, March.
    • Handle: RePEc:pal:pbapdi:v:15:y:2019:i:1:d:10.1057_s41254-018-0104-z
    DOI: 10.1057/s41254-018-0104-z
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    References listed on IDEAS

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    1. Spagnolo, Giancarlo & Lippert, Steffen, 2004. "Networks of Relations," SSE/EFI Working Paper Series in Economics and Finance 570, Stockholm School of Economics, revised 04 Jun 2010.
    2. Angelo Giraldi & Ludovica Cesareo, 2017. "Film marketing opportunities for the well-known tourist destination," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(2), pages 107-118, May.
    3. Lippert, Steffen & Spagnolo, Giancarlo, 2011. "Networks of relations and Word-of-Mouth Communication," Games and Economic Behavior, Elsevier, vol. 72(1), pages 202-217, May.
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    Cited by:

    1. SunHa Yeo & Hyelim Lee & Alex Eschbach, 2024. "Measuring soft power via positive spontaneous actions of foreign publics: The harder power of voluntary experience, voluntary megaphoning, and general interest," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 130-141, June.
    2. Biyun Zhu, 2023. "Tool selection for public diplomacy flagships: toward an adaptive model," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 42-53, March.
    3. Kelly Vibber & Alessandro Lovari, 2022. "The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 156-168, June.

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