Applied Public Diplomacy: A Marketing Communications Exchange Program in Saudi Arabia  

Oleh:

Hayden, Craig

Jenis: Article from Journal - e-Journal
Dalam koleksi: American Behavioral Scientist vol. 53 no. 04 (Dec. 2009), page 533-548.
Topik: Public Diplomacy; Saudi Arabia; Exchange Programs
Fulltext: 05. Applied Public Diplomacy - A Marketing Communications Exchange Program in Saudi Arabia.pdf (167.7KB)

Isi artikel

In late 2003 through 2004, the Saudi American Exchange conducted an exchange program, the Formula 1 Global Marketing Challenge. This program is presented in this article as an example of applied, grassroots public diplomacy; a program that facilitated intercultural communication between Arab and U.S. graduate and undergraduate students. The Formula 1 Challenge is described as a structured set of activities leveraging both online and in-person collaborative exercises focused explicitly on establishing mutual understanding of culturally grounded communication and media consumption practices. The program is argued to reflect a possible alternative conception for public diplomacy as a state-centric, media-driven set of policies—and reflects a public diplomacy exercise that embodies dialogue-oriented activities called for in normative prescriptions for U.S. public diplomacy.

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