Surowiec, P. and Long, P. (2020) Hybridity and soft power statecraft: The 'GREAT' campaign. Diplomacy and Statecraft, 31 (1). pp. 168-195. ISSN 0959-2296
Abstract
This examination analyses transformations to statecraft accelerated by digital media technologies. This theory-building study moves beyond digitalisation of diplomacy as a means of adapting statecraft to evolving media landscapes, and extends to the governance of soft power capabilities. It challenges static approaches to digital diplomacy and argues for conceptualisations of soft power that account for changes to statecraft. To theorise this dynamic, the concept of ‘soft power statecraft’ and the notion of hybridity in the analysis of ‘GREAT’, Britain’s prominent strategic campaign, reveal trajectories of change elicited by it. The findings, drawn from interviews, policy data, and media artefacts, reveal how ‘GREAT’ embodies a hybridised approach to soft power statecraft at the levels of governance, communicative practices, media landscapes, and cultures. They reveal how these changes translate into statecraft strategies for the articulation of soft power.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020 Taylor & Francis Group, LLC. This is an author-produced version of a paper subsequently published in Diplomacy and Statecraft. Uploaded in accordance with the publisher's self-archiving policy. |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Department of Journalism Studies (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 02 Mar 2020 12:04 |
Last Modified: | 17 Aug 2021 00:38 |
Status: | Published |
Publisher: | Taylor & Francis (Routledge) |
Refereed: | Yes |
Identification Number: | 10.1080/09592296.2020.1721092 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:157884 |