Communicating Nation Brands Through Mass and Social Media

Abstract

Nation branding efforts are the means through which many countries attempt to influence how foreign publics perceive them. However, in a media landscape that now includes not only traditional one-way media but also two-way social platforms, countries undertaking these efforts are presented with a series of new challenges. This environment makes it more difficult to manage the issues associated with a nation brand, challenges countries to better communicate their advantages, and allows the public to create its own, potentially competing, messages about a country. Building on previous work on nation and destination branding, this chapter discusses the changing media environment in which nation-branding efforts are taking place, and—through a combination of DICTION®-assisted, manual, and qualitative content analyses—provides evidence of the new media landscape in which nation branding is taking place. The challenges and opportunities created by this new context are detailed, and potential avenues for further research are discussed.