PMCb1123 International News, Soft Power and Diplomacy

Fakulta sociálních studií
podzim 2026
Rozsah
1/1/0. 6 kr. Ukončení: zk.
Vyučující
PhDr. Monika Metyková, Ph.D. (přednášející)
Garance
PhDr. Monika Metyková, Ph.D.
Katedra mediálních studií a žurnalistiky – Fakulta sociálních studií
Dodavatelské pracoviště: Katedra mediálních studií a žurnalistiky – Fakulta sociálních studií
Předpoklady
There are no prerequisites for studying on this course.
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
Anotace
The course introduces students to key debates related to the globalisation of media, the role of media in achieving foreign policy goals and the broader role of culture and media in building state actors’ soft power. Historical examples of state-funded news used to influence public opinion and attitudes in another state date back centuries, however, the use of international broadcasting as part of international diplomacy was introduced in the 1920s and 1930s. International news broadcasting has long been a key element of British public diplomacy, with BBC World Service being credited with many achievements in this respect. Media and popular culture more broadly have also figured on the radar of those studying international relations and it was Joseph Nye - a political scientist - who coined the term soft power in the late 1980s to describe how the US sought to influence worldwide public opinion. This course considers how the relationship between media and foreign policy has been theorized and evolved historically. It also explores the extent to which these theories apply in the current media environment in which a range of international players - including the Russian RT, the Qatari Al Jazeera and the Chinese CGTN (China Global Television Network) - aim to use international news for public diplomacy purposes. Students will also become familiar with interdisciplinary approaches and contemporary case studies of soft power initiatives developed by state actors.
Výstupy z učení
After completing the course, a student will be able to: - demonstrate an understanding of key debates related to media and public diplomacy and media and soft power; - identify and analyze cases of a state actor’s use of media and culture for foreign policy purposes; - compare and contrast media-related public diplomacy strategies developed by various state actors; - use a range of scholarly sources and appropriate conceptual frameworks in seminar discussions and in essays.
Klíčová témata
Topic 1: Why news and culture matter in how we relate to others? This is the opening session in which we will discuss the content of the course, the assessments, deadlines and the ways in which we communicate. As an introduction we will think about the role of news and current affairs, fictional media contents and cultural artefacts in more general in our actual understanding and perceptions of other countries, nations, political systems and cultures. We will then delve more deeply into understanding what news is and how news flow on a global scale. Topic 2: The globalisation of news In this session we consider various ways in which we can explore the globalisation of news, of professional journalistic practises and of the institutions that produce and distribute the news. News flows globally and is consumed by global audiences, in some cases news production for global audiences is explicitly linked to government policy goals. The historical aspect of the globalisation of news/news industries will be central to our discussion. Topic 3: Global news flows: From NWICO to online news We discuss the key theoretical concept of news flows and explore the historic structure of the flow of news around the globe which has been dominated by Western news agencies and media outlets. In the 1980s, UNESCO (the United Nations’ Education, Culture and Scientific Organisation) developed the blueprint of a “New World Information and Communication Order” (abbreviated as NWICO) to address the imbalance of the news flow between the global South and North. Although new major players emerged in news production and dissemination and a global digital news environment is flourishing, the imbalances continue to exist. Topic 4: Public diplomacy In this session we dissect the concept of public diplomacy to understand how media and culture are used by state actors to achieve foreign policy outcomes. Cull’s overview of public diplomacy is our starting point and we take a closer look at the five types of public diplomacy: listening; advocacy; cultural diplomacy; exchange diplomacy and international broadcasting. We then focus more closely on cultural diplomacy and conduct some hands-on research. Topic 5: Public diplomacy: International (news) media In this session we turn our attention to the use of international media by governments as a means of influencing global public opinion. Historical examples of state-funded news used to influence public opinion and attitudes in another state date back centuries, however, the use of international broadcasting as part of international diplomacy was introduced in the 1920s and 30s. International news broadcasting has long been a key element of British public diplomacy, with BBC World Service being credited with many achievements in this respect. We consider how the relationship between media and foreign policy has been theorized and to what extent these theories apply in the current media environment in which a range of international players - including the Russian RT, the Qatari Al Jazeera and the Chinese CGTN - aim to use international news for public diplomacy purposes. Topic 6: Digital public diplomacy In this session we examine developments that have been enabled by digital technologies. Who controls public diplomacy efforts when social media are accessible to a variety of players? Who benefits? What happens when mediated public diplomacy becomes easier to produce and consume? Topic 7: Soft power In this session we delve into the second key concept that informs this course – soft power. The term was coined by Joseph Nye in the late 1980s. We will analyze what the original concept delineated and how Nye’s thinking evolved. Topic 8: Soft power: the role of media and cultural products US President Barack Obama noted in a 2013 fundraising speech at DreamWorks Studios that Hollywood exports are important economically but also “believe it or not, entertainment is part of our American diplomacy”. The President went on to suggest that Hollywood transmitted US tolerance and diversity to a global audience through its stories: “They might not know the Gettysburg address, but if they’re watching an old movie – Guess Who’s Coming to Dinner, The Mary Tyler Moore Show, or Will and Grace and Modern Family – they’ve had a front row seat to our march towards progress. Even if their own nations haven’t made that progress yet.” Topic 9: Other aspects of culture and soft power – from food to sports Culture can be understood more broadly than media contents/exhibitions/cultural artefacts. In this session we consider a broader understanding of culture that incorporates food, leisure activities and a way of life. We then consider the role of these in diplomacy and soft power endeavours. Topic 10: Soft power case studies: Hollywood, Korean Pop/Korean Wave, Football World Cup In this session we will conduct hands on research on case studies that involve soft power. You do not need to do any specific reading ahead of this session and the title indicates some possible cases for analysis but you can come up with your own ideas for these.
Studijní zdroje a literatura
    povinná literatura
  • de Andrade e Silva Forte dos Santos, N. (2021) “The Interplay of Soft Power and Sharp Power in Sport Diplomacy: A Conceptual Framework”, Journal of Global Sport Management.
  • Chapter 2 “Sources of American Soft Power” in Nye. J. (2004) Soft Power: The Means to Success in World Politics. New York: Public Affairs.
  • Kwon, S. & Kim, J. (2014) “The cultural industry policies of the Korean government and the Korean Wave”, International Journal of Cultural Policy 20(4), pp. 422-439.
  • Cull, N. J. (2008) “Public Diplomacy: Taxonomies and Histories.” The ANNALS of the American Academy of Political and Social Science, 616(1). Chapter 2 “Sources of American Soft Power” in Nye. J. (2004) Soft Power: The Means to Success in World Politics.
  • Zhu, Y. (2022). China’s ‘new cultural diplomacy’ in international broadcasting: branding the nation through CGTN Documentary. International Journal of Cultural Policy, 28(6), 671–683. https://doi.org/10.1080/10286632.2021.2022651
  • Collins, S. and DeWitt, J. (2023) “WORDS MATTER: Presidents Obama and Trump, Twitter, and U.S. Soft Power” World Affairs 186(3), pp. 530-571.
  • Harcup, T. & O’Neill, D. (2017) “What is News?”, Journalism Studies, 18(12), pp. 1470-1488.
  • Segev, E. (2015) “Visible and invisible countries: News flow theory revised.” Journalism 16(3).
Přístupy, postupy a metody používané ve výuce
Teaching format: condensed teaching in the week beginning 24 November 2025. The in person teaching in Brno will be complemented with an online introductory meeting and with online meetings to discuss the final essay.
Způsob ověření výstupů z učení a požadavky na ukončení
Assessments Summary of a recommended reading (max. 20 points): This is a short summary of one article listed in the recommended reading list. The length is 800 words and you need to submit the summary before the in person teaching in Brno begins. Submission date: November 9. Report (max. 30 points): You will select a media or cultural organization that is operated by a state actor to achieve foreign policy goals/create a positive impact on foreign audiences. Examples of such media/cultural organizations include: BBC World Service, China Global Television Network (CTGN), Goethe Institut, Japan House, Korean Cultural Centre, British Council, Confucius Institute and many others. You can discuss your choice with me in person in Brno or via email or in an online meeting. In your report you will aim to answer the following questions (you may not find all the answers but aim to answer most of them): What is the history of the organization? Where does it operate? What are its aims? What are its main activities? How is it funded? How is it regulated? The length is 1000 words, the submission date is December 7. Essay (max. 50 points): Choose one of the essay questions below and answer it in 2,000-2,500 words. You can devise your own essay question but you need to have it approved by me. You can discuss the essay question with me in person in Brno or via email or in an online meeting, you can also consult an essay outline with me. The submission date is February 1. Essay questions: 1. International (news) media organizations are a major tool of public diplomacy. Discuss with reference to a concrete media organization. 2. Digital public diplomacy provides state actors in conflict with a way of influencing foreign publics and foreign governments. Discuss with reference to the Ukraine-Russia war. 3. How does the concept of soft power apply to the Cool Japan strategy? 4. Major sports events provide an opportunity to promote a positive image of a country abroad and can be understood as part of a country’s soft power/diplomacy strategy. Discuss with reference to a mega sporting event (such as Football World Cup or Olympic Games). 5. Government strategies and policies play a major role in generating soft power. Discuss with reference to concrete examples such as cultural products, events or food.
Náhradní absolvování
The course is taught in a condensed form over one week. Due to this students may not be able to attend all the sessions as they may clash with their regularly taught sessions. In these cases, students need to contact the tutor who will set up additional tasks to make up for their absence.
Vyučovací jazyk
Angličtina
Odkaz a informace vyučujících
https://is.muni.cz/auth/ucitel/?fakulta=1423;obdobi=9723;predmet=1637607
Tutor: Monika Metykova (University of Sussex, Masaryk University) Email: metykova@mail.muni.cz or m.metykova@sussex.ac.uk
Další komentáře
Předmět je vyučován každoročně.
Výuka probíhá blokově.
Předmět je zařazen také v obdobích podzim 2023, podzim 2024, podzim 2025.