Analyzing American Public Diplomacy: The case of Brand USA. When Tourism becomes an Ideological Tool

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Abstract

This paper aims to study the communicative strategies used in the American campaign of public diplomacy.Our objective in this work is twofold: first, to verify whether behind the action of rebranding the image of the U.S.A. there is an ideological agenda; second, to identify the communication dynamics - both textual and semiotic - which have contributed to make the campaign successful and whether they are in line with the communicative profile of the U.S.A., adopting a handful of current models in intercultural studies.
Lingua originaleEnglish
Titolo della pubblicazione ospiteLanguage for Specific Purposes
Pagine326-348
Numero di pagine23
Stato di pubblicazionePublished - 2016

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