Journal of Legal, Ethical and Regulatory Issues (Print ISSN: 1544-0036; Online ISSN: 1544-0044)


Creating Country Image through Public Diplomacy: The Case of Foreign Media in Thailand

Author(s): Teerati Banterng

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.

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