Sevin, Efe
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Item A Multilayered Approach to Public Diplomacy Evaluation: Pathways of Connection(Wiley, 2017-10-26) Sevin, Efe; Towson University. Department of Mass CommunicationThis article presents a multilayered framework, called pathways of connection, as an approach to public diplomacy evaluation. It is well established both in the study and practice of public diplomacy that evaluation is a daunting task, mostly due to the complex and convoluted nature of the concept. To overcome such obstacles, the proposed framework first defines public diplomacy as a foreign policy tool. This definition is then used to state that the only success criterion for a public diplomacy project is its contribution to advancing national interests, regardless of the type of the project or the practitioner country. Second, three layers on which the outcomes of public diplomacy projects can be observed are described by incorporating mainstream international relations theories in the practice of public diplomacy. Third, pathways of connection are introduced to explain how the changes in target audiences contribute to the advancement of national interests.Item Capturing country images: a methodological approach(Taylor & Francis, 2021-03-26) Sevin, Efe; Ayhan, Kadir Jun; Ingenhoff, Diana; Towson University. Department of Mass CommunicationCountry images have been notoriously difficult to capture and measure effectively. In this article, we propose a methodological approach that combines designed and found data to capture public attitudes. We demonstrate how a mixed-method design with survey data and digital data – namely tweets and Google Trends – make it possible to better capture what target audiences think about a country. We make the case for such a combination by highlighting three aspects of country images. First, to understand what different types of public think about a country, we need to listen to different voices, and complement standardised public opinion survey data with open questions and digital data. Second, social media platforms are invaluable data resources as well as outlets that people on social media turn to for news and information. Last, digital data is unique and powerful, but difficult to analyse and interpret to create value for developing strategic communication policies. Public opinion survey data can help structure digital data and link both outcomes with each other. We support our methodological arguments through an illustrative study of the South Korean country image. We conclude our article by presenting a roadmap for multi-method analysis.