Wednesday, May 9, 2018

Communicating National Image through Development and Diplomacy

Autor: Rebecka Villanueva Ulfgard


This chapter discusses elements of Mexico’s incipient public diplomacy [JB emphasis] strategy attached to its International Development Cooperation channeled through AMEXCID, which is still a relatively young agency. As it struggles with consolidating its internal organization and leadership, coupled with the lack of resources to carry out fully its mandate, these factors constitute a challenge for “branding” Mexico as an emerging economy with the capacity for undertaking global responsibility through its IDC programs and actions. Being a “translator” between different regions in the world and a “nodal point,” AMEXCID is involved in horizontal communication, multistakeholder communication, and communication through social media with domestic and foreign audiences, as well as identity-building activities and the creation of narratives that seek to convey a new image and soft power of Mexico.

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