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Using Q methodology to augment evaluation of public diplomacy programs

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  • Steven L. Pike

    (Syracuse University)

Abstract

The evaluation of public diplomacy programs presents complicated challenges. Discernment of impact is complicated by statistical and practical issues: the nature of individualized personal experiences; the large number of factors that can influence an individual’s response to any experience; the long time horizon required for impact to develop; the influence of politics on defining desired outcomes; and a longrunning debate within the discipline over the proper objectives of exchange programs (mutual understanding for its own sake or the pursuit of foreign policy agendas). Researcher asked current and former participants in the Hubert H. Humphrey Exchange Program at Syracuse University for opinions on the outcomes, benefits, and attributes they expect of exchange programs, and used Q methodology, a scientific method for the study of subjectivity, to discern and describe differing perspectives. Results obtained revealed distinct differences in the opinion patterns of different groups of participants, including identifying participants who valued more agenda- and policy-driven objectives. Demographic information obtained was insufficient to identify the drivers of those groups and additional research, including expansion of the respondent pool and analysis of individual participants, is needed to refine the precise drivers.

Suggested Citation

  • Steven L. Pike, 2022. "Using Q methodology to augment evaluation of public diplomacy programs," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(3), pages 240-253, September.
    • Handle: RePEc:pal:pbapdi:v:18:y:2022:i:3:d:10.1057_s41254-021-00229-z
    DOI: 10.1057/s41254-021-00229-z
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    References listed on IDEAS

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    1. Nicholas J. Cull, 2008. "Public Diplomacy: Taxonomies and Histories," The ANNALS of the American Academy of Political and Social Science, , vol. 616(1), pages 31-54, March.
    2. Giles Scott-Smith, 2008. "Mapping the Undefinable: Some Thoughts on the Relevance of Exchange Programs within International Relations Theory," The ANNALS of the American Academy of Political and Social Science, , vol. 616(1), pages 173-195, March.
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