New Insights for Public Diplomacy Using PLS-SEM to Analyze the Polyphony of Voices: Value Drivers of the Country Image in Western European and BRICS Countries

For the successful public diplomacyPublic diplomacy of a nation-state, it is essential to thoroughly analyze the country image in strategically relevant countries and develop coherent communication strategies that take into consideration the polyphony of voices raised by different countries when fostering a good country image abroad. In our study, we apply the five-dimensional country image measurement scale to data collected in cooperation with the Federal Department of Foreign Affairs in Switzerland (Presence Switzerland). Specifically, we analyze the similarities and differences among the (drivers of) country image in neighboring and close countries (France, Germany, Italy, and the United Kingdom) and those with a significant geographical distance from Switzerland (Brazil, Russia, China, and South Africa). We also conduct a cluster analysisCluster analysis, resulting in a Western European cluster and a BR(I)CS cluster. Based on the news values theory and stereotypesStereotypes, we empirically test and confirm our hypothesis that countries differ in their image of other countries regarding geographical, cultural, and political proximityProximity to the target country. Finally, we discuss potential benefits for public diplomacyPublic diplomacy when applying PLS-SEM and developing coherent communication strategies.