Global Media & Public Diplomacy:
life in the new landscape
Nick Cull
[email protected]
Overview…
 The New Landscape
 The Global Players
 The Local Barriers
 The Implications
for Practice.
The NEW Landscape
 New Context – post-Cold War
The NEW Landscape
 New Context – post-Cold War
 New Voices – IOs,
The NEW Landscape
 New Context – post-Cold War
 New Voices – IOs, NGOs
The NEW Landscape
 New Context – post-Cold War
 New Voices – IOs, NGOs CEOs
The NEW Landscape
 New Context – post-Cold War
 New Voices – IOs, NGOs CEOs,
NSOs
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
 New Directions – Networks
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
 New Directions – Networks
 New Challenges – One World
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
 New Directions – Networks
 New Challenges – One World
 New Credibility – Affinity
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
 New Directions – Networks
 New Challenges – One World
 New Credibility – Affinity
 New Vocabulary – Branding
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
 New Directions – Networks
 New Challenges – One World
 New Credibility – Affinity
 New Vocabulary – Branding
 New Morality – Sustainability
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
 New Directions – Network
 New Challenges – One World
 New Credibility – Affinity
 New Vocabulary – Branding
 New Morality – Sustainability
 New Theory – Soft Power
The NEW Landscape
 New Context – post-Cold War
 New Voices – IO/NGO etc.
 New Methods – Internet
 New Directions – Network
 New Challenges – One World
 New Credibility – Affinity
 New Vocabulary – Branding
 New Morality – Sustainability
 New Theory – Soft Power
 New Crises – Resources
The Global Media Players
 Global Networks – Mass
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
 Regional Networks – Mass
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
 Regional Networks – Mass
 Global Print – Elite
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
 Regional Networks – Mass
 Global Print – Elite
 Global News Agency – Sources
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
 Regional Networks – Mass
 Global Print – Elite
 Global News Agency – Sources
 General On-line – Social
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
 Regional Networks – Mass
 Global Print – Elite
 Global News Agency – Sources
 General On-line – Social
 Specialist On-line – Niche
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
 Regional Networks – Mass
 Global Print – Elite
 Global News Agency – Sources
 General On-line – Social
 Specialist On-line – Niche
 News Aggregation Software
The Global Media Players
 Global Networks – Mass
 Counter Global Networks – Mass
 Regional Networks – Mass
 Global Print – Elite
 Global News Agency – Sources
 General On-line – Social
 Specialist On-line – Niche
 News Aggregation Software
 Lessons of Wilkileaks – Hybridity
Local Barriers
 Parochialism
 Ideologies
 Government Censorship
 Self Censorship
 Market Forces
 Limits of Capacity
 Paradox of Plenty
 Regional Bias
 Bad news Bias
 Corruption/Ethics
 Challenge of Affinity.
Implications For Practice
1. Media Age
 BUT getting less
2. Stories matter
 Vehicles for ideas
3. Information matters  Others will fill the void
4. Time Matters
 Stories soon fixed
5. Affinity Matters
 Credibility in self
6. Attachment Matters  Skewed by the personal
7. Relevance matters
 Key question = what am I
doing for THEM?
Exercise
Consider a recent or up-coming World Bank
initiative. Design a strategy to elicit substantial and
favorable coverage & audience/followers of that
strategy in one of the following media.
1.
2.
3.
4.
5.
6.
7.
BBC World
Al Jazeera Arabic
El Pais (Madrid)
Times of India
Reuters
Global Dashboard (blog)
Twitter