عنوان

Co-Branded Diplomacy: A Case Study of the British Council's Branding of 'Darwin Now' in Egypt

Number

TL49967

.Language of Text, Soundtrack etc

انگلیسی

Title Proper

Co-Branded Diplomacy: A Case Study of the British Council's Branding of 'Darwin Now' in Egypt

General Material Designation

[Thesis]

First Statement of Responsibility

Amal Bakry

Name of Publisher, Distributor, etc.

University of Florida

Date of Publication, Distribution, etc.

2015

Specific Material Designation and Extent of Item

132

Text of Note

Place of publication: United States, Ann Arbor; ISBN=978-0-438-16547-2

Dissertation or thesis details and type of degree

Ph.D.

Discipline of degree

Mass Communication

Body granting the degree

University of Florida

Text preceding or following the note

2015

Text of Note

In the wake of September 11, cultural diplomacy has become a key element of public diplomacy due to its ability to promote dialogue through person-to-person engagement (Report of the Advisory Committee on Cultural Diplomacy, 2005, p. 4). As a result, dialogue-based initiatives and academic conferences have been used to ease tensions and improve understandings between the Muslim world and the West (Bubalo & Fealy, 2005). In 2009, the British Council in Egypt held the Darwin Now International Conference at the Bibliotheca Alexandrina and the initiative was co-branded. Although evolutionary theory is considered very controversial in the Islamic world, Darwin Now generated only positive media coverage. In this research, a single case study of the British Council Egypt's Darwin Now 2009 campaign was conducted to examine how the British Council was able to brand the Darwin Now project in Egypt to avoid negative spillover effects. The case study consisted of a content analysis of news stories, press releases, and participants' feedback surveys. In addition, 36 in-depth interviews with informants from the partner organizations, the media, and the general public were conducted. The findings of this study conclude that it was possible to overcome negative spillover effects as a result of partnering with a high-profile national organization such as the Bibliotheca Alexandrina.

Mass communications

Subject Term

Communication and the arts;British council;Co-branding;Cultural diplomacy;Darwin now;Egypt

Islam, Thouhidul

Subdivision

Mass Communication

University of Florida

Call Number

2090923448; 10906431

Electronic name

p

[Thesis]

276903

a

Y