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Reflecting on the “Media and Public Diplomacy” course, I gained an understanding on the rise of soft power as a diplomatic tool used to gain and maintain influence on others between state and non-state actors. In this course, I learned that the relationship between the government, the media, and the public opinion are crucial factors in determining the success of public diplomacy on an international scale. The interconnectedness of these three components creates a dynamic where the government's diplomatic efforts are communicated through the media, influencing public opinion both domestically and internationally. One of the main takeaways from this course was the “Media Monitoring” assignments, where we were tasked to conduct weekly reports based on our assigned country. Focusing on Russia, and examining its media coverage especially during the Ukraine war, was an insightful analysis. We would apply the concepts learned in class to better understand and observe firsthand how media coverage can be influenced by biases. Monitoring press coverage weekly provided insights into the challenges of both interpreting and deciphering information during geopolitical conflicts and highlighted the role of media in shaping public perceptions. A particular theme that interested me was our exploration of the various types of diplomacy, particularly how businesses contribute to public diplomacy. It was insightful to see how soft power extends beyond government actions, with corporations playing a significant role in shaping global perceptions, as they are exposed to many national legal systems while addressing political and social issues. Furthermore, I found it interesting to explore how nation branding and cultural diplomacy, closely connected with media and public diplomacy, plays a crucial role in shaping a country's image on the global stage, influencing public perception, and attracting investments and tourism. Overall, the course emphasized the significance of soft power in media and public diplomacy, which relies on its ability to shape perceptions, build positive relationships, and achieve diplomatic goals through attraction and cultural influence.
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