The Advertorial as a Tool of Mediated Public Diplomacy

Authors

  • Guy J. Golan S.I. Newhouse School of Public Communications at Syracuse University
  • Evhenia “Zhenia” Viatchaninova Syracuse University

Keywords:

public diplomacy, advertorial, Russia, soft power, public relations, diplomacy, India, Newspapers

Abstract

This study examines Russia’s use of the advertorial as a strategic tool of public diplomacy. Our analysis of 303 advertorial news items published in supplemental sections of The Washington Post and The Times of India finds that, overall, Russian advertorials focused primarily on economics, culture, and international relations. However, the results point to greater diversity in issue promotion for the U.S. advertorials than for the Indian advertorials. Furthermore, we identified dissimilar attribute promotion strategies between the two advertorials. The Indian advertorials focused predominantly on Russia’s power attribute, whereas U.S. advertorials highlight Russia’s attributes as an innovative, developed, and investor-friendly nation. Research findings are discussed in the wider scope of mediated public diplomacy and international agenda-building scholarship.

Author Biographies

Guy J. Golan, S.I. Newhouse School of Public Communications at Syracuse University

Guy J. Golan is an associate professor at Syracuse University where he teaches public diplomacy and public relations. He has published more than two dozen peer reviewed journal articles dealing with international political communications

Evhenia “Zhenia” Viatchaninova, Syracuse University

Zhenia (Ievgeniia) Viatchaninova is Consultant at the World Bank focusing on information and communication technologies’ development in ECA and MENA. Zhenia started her employment after graduating in May 2013 from Syracuse University's signature Public Diplomacy Program whereby she pursued a M.Sc. in Public Relations from S.I. Newhouse School of Public Communications, M.A. in International Relations from the Maxwell School of Citizenship and Public Affairs, and Certificate of Advanced Security Studies from the Institute for National Security and Counterterrorism. 

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Published

2014-04-30

Issue

Vol. 8 (2014)

Section

Articles

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