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" Co-Branded Diplomacy: A Case Study of the British Council's Branding of 'Darwin Now' in Egypt "
Amal Bakry
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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805118
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| Doc. No
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TL49967
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| Call number
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2090923448; 10906431
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| Main Entry
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Islam, Thouhidul
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| Title & Author
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Co-Branded Diplomacy: A Case Study of the British Council's Branding of 'Darwin Now' in Egypt\ Amal Bakry
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| College
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University of Florida
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| Date
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2015
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| Degree
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Ph.D.
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| field of study
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Mass Communication
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| student score
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2015
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| Page No
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132
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| Note
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Place of publication: United States, Ann Arbor; ISBN=978-0-438-16547-2
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| Abstract
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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.
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| Subject
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Mass communications
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| Descriptor
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Communication and the arts;British council;Co-branding;Cultural diplomacy;Darwin now;Egypt
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| Added Entry
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Mass CommunicationUniversity of Florida
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