Analyzing the Polyphony of Voices: Value Drivers of the Country Image in Western European and BRICS Countries

• In Event: Country Images, Culture and Nation Branding

Abstract

For public diplomacy, it is essential to thoroughly analyze the country images and develop coherent communication strategies to shape a positive country image abroad. Our study aims at analyzing the value-drivers of the different country image dimensions and investigating country groups with similar attitudes towards a country. In a representative survey study, we apply the recently validated 5-dimensional measurement scale of country images for the first time with PLS-SEM to eight countries. We conduct cluster analysis, resulting in a Western European cluster (Germany, Italy, France, Great Britain) and a BR(I)CS cluster (Brazil, Russia, China, South Africa). Based on news values theory and social psychological assumptions on stereotypes, we empirically tested and approved our hypothesis that in countries which are distant to the target country the cultural and natural country image dimension plays a vital role. Finally, we discuss potential benefits for public diplomacy when addressing country clusters with communication programs.

Authors

• Diana Ingenhoff, University of Fribourg

• Dominique Richner, U of Fribourg