TY - JOUR
T1 - This is our Pearl Harbor
T2 - effects of a targeted solidarity call in Ukraine’s public diplomacy
AU - Kim, Seon Woo
N1 - Publisher Copyright:
© 2024, Emerald Publishing Limited.
PY - 2024/7/16
Y1 - 2024/7/16
N2 - Purpose: This experiment examines targeted public diplomacy message effects during a crisis, focusing on effects of whether such messages provide a targeted solidarity call that build a sense of common purpose by comparing the other country’s past crises to Ukraine’s current crisis. Design/methodology/approach: Using an experiment, this study investigates whether such targeting in Zelensky’s speeches increased foreign public policy support for Ukraine, the perceived agenda importance of the war and Ukraine’s legitimacy. Findings: The results found that a targeted solidarity call in public diplomacy messages during an international crisis helps gain foreign public policy support. However, it does not significantly impact the perceived agenda importance and the country’s legitimacy. Originality/value: There has been a lack of studies on whether targeted messaging is more effective than nontargeted one in public diplomacy literature. The study’s result implies that the inclusion of a solidarity call in public diplomacy messaging is more effective in achieving its strategic goal of receiving aid. This study, therefore, empirically answers the remaining question about the effectiveness of targeted messaging in public diplomacy and advances. It also advances theoretical connections among solidarity, targeted messaging and public diplomacy.
AB - Purpose: This experiment examines targeted public diplomacy message effects during a crisis, focusing on effects of whether such messages provide a targeted solidarity call that build a sense of common purpose by comparing the other country’s past crises to Ukraine’s current crisis. Design/methodology/approach: Using an experiment, this study investigates whether such targeting in Zelensky’s speeches increased foreign public policy support for Ukraine, the perceived agenda importance of the war and Ukraine’s legitimacy. Findings: The results found that a targeted solidarity call in public diplomacy messages during an international crisis helps gain foreign public policy support. However, it does not significantly impact the perceived agenda importance and the country’s legitimacy. Originality/value: There has been a lack of studies on whether targeted messaging is more effective than nontargeted one in public diplomacy literature. The study’s result implies that the inclusion of a solidarity call in public diplomacy messaging is more effective in achieving its strategic goal of receiving aid. This study, therefore, empirically answers the remaining question about the effectiveness of targeted messaging in public diplomacy and advances. It also advances theoretical connections among solidarity, targeted messaging and public diplomacy.
KW - Digital media
KW - Political communication
KW - Public diplomacy
KW - Public relations
KW - Strategic communication
UR - http://www.scopus.com/inward/record.url?scp=85193497505&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85193497505&partnerID=8YFLogxK
U2 - 10.1108/JCOM-09-2023-0098
DO - 10.1108/JCOM-09-2023-0098
M3 - Article
AN - SCOPUS:85193497505
SN - 1363-254X
VL - 28
SP - 517
EP - 530
JO - Journal of Communication Management
JF - Journal of Communication Management
IS - 3
ER -