It is the aim of this paper to explore Switzerland’s public diplomacy efforts in the light of the “Minaret debate” (from 2007-2009). This case study could be seen as an example of Switzerland’s public diplomacy effort to protect (maintain) the image of the country abroad. On the basis of the Minaret initiative, it is possible to extract and analyse the different parts of a public diplomacy theory by asking, inter alia, the following questions: Who was the actor? What was the foreign policy aim? Who was the target audience and what was the message used? What tools and channels did the actor use?
The case analysis will further help to determine the status quo of Switzerland’s communication abroad (and in this sense the public diplomacy).
The “status quo” is thereby the situation in which the actor, “Presence Switzerland”, operates nowadays (2013). In order to speak about the “status quo”, and to draw some conclusions at the end, it is helpful to define the “status quo ante”. In this sense, the author defines the “status quo ante” as the time before 2007 and the “status quo” as the time after 2007 until the present day. The reason for this clear cut is a change in the public diplomacy model; “Presence Switzerland” (the official public diplomacy agency in Switzerland) went through a changing process in the years from 2007 to 2009. The former PRS (Presence Switzerland) was an agency assigned from the government, with the task to conduct image branding abroad. It compromised members from the federal administration, members from partly state-run organizations and as well members from private organizations. Oppose to that, the later Presence Switzerland (from 2009) was a sub-agency of the Federal Department of Foreign Affairs, which means a complete government institution.
Not least because of this differentiation, this paper will eventually provide an example of how a state actor conducts public diplomacy and therefore has the chance to contribute to the relatively young academic field of public diplomacy.
Table of Contents
Introduction
1 The Minaret debate
1.1 Background
1.2 Swiss public diplomacy effort
1.2.1 The actor
1.2.2 Foreign Policy Aim
1.2.3 Target audience and the used message
1.2.4 Tools and channels
1.3 Public Diplomacy Success?
2 Presence Switzerland today
2.1 Defining a status quo?
3 Conclusion
Research Objectives and Themes
This paper explores the public diplomacy efforts of Switzerland in response to the international backlash caused by the "Minaret debate" (2007-2009). The primary research objective is to analyze how the state agency "Presence Switzerland" utilized public diplomacy strategies to maintain the country's international image and to determine the current status quo of Switzerland's communication efforts abroad.
- Analysis of public diplomacy theories within a national case study.
- Evaluation of Presence Switzerland's organizational structure and shift into a government sub-agency.
- Examination of communication strategies during the "hot phase" of political controversy.
- Assessment of the effectiveness of media monitoring and targeted foreign communication.
- Investigation into the impact of domestic political referendums on international reputation.
Excerpt from the Book
1.2.3 Target audience and the used message
It was quiet predictable, which countries Presence Switzerland (PRS) targeted. Since the main criticism (through the media) came from a few Muslim countries and the neighbouring states, they were the targeted countries as well. PRS targeted specifically, Germany, France, Italy, the U.S. and the United Kingdom. Further target countries were Turkey, Lebanon, Qatar and Iran. It was the aim to reach the broad society in those countries, which means, the media members, opinion leaders (political and religious), people from the business sector, the science field, from the cultural and sports scene and as well the young people.
Although the aim was to prevent an emerging negative image, PRS’ strategy was not to defend or downgrade the SVP campaign. Also, they didn’t speak about the minaret initiative itself so much. The message spread in the targeted countries emphasized positive things. The strategy was twice folded: to counter negative with positive and to communicate in a transparent manner. The messages emphasized that Switzerland is a country, which allows freedom of opinion, which keeps alive the direct democracy system and which is multicultural, open and humanitarian. Further, PRS provided information about the Swiss political system and the electoral system.
Chapter Summaries
Introduction: Outlines the scope of the study, defining the research questions regarding Switzerland's public diplomacy and establishing the timeline for the "status quo" analysis.
1 The Minaret debate: Details the political background of the 2007-2009 anti-minaret initiative and the subsequent international media reaction that threatened Switzerland's image.
1.1 Background: Explains the Swiss direct democracy system and how the popular initiative triggered an international political and social crisis.
1.2 Swiss public diplomacy effort: Discusses the two-phase approach used by Presence Switzerland to mitigate negative international perceptions during the crisis.
1.2.1 The actor: Describes the organizational integration of Presence Switzerland into the Federal Department of Foreign Affairs and its mission as a state agency.
1.2.2 Foreign Policy Aim: Defines the objective of preventing a negative impact on Switzerland's image and economy due to accusations of religious intolerance.
1.2.3 Target audience and the used message: Details the countries prioritized for communication and the strategic focus on positive messaging over reactive defense.
1.2.4 Tools and channels: Outlines the use of media relations, embassies, and international networks to distribute information in multiple languages.
1.3 Public Diplomacy Success?: Evaluates the effectiveness of the intervention by analyzing the lack of long-term economic or diplomatic consequences.
2 Presence Switzerland today: Examines modern challenges to Switzerland's image, such as asylum policy and high-profile incidents involving celebrities.
2.1 Defining a status quo?: Argues that despite structural changes in the bureaucracy, Presence Switzerland remains a consistent and effective tool for national branding.
3 Conclusion: Synthesizes the findings, confirming the success of the public diplomacy strategy during the minaret controversy and projecting future continuity.
Keywords
Public Diplomacy, Presence Switzerland, Minaret Debate, Image Branding, Direct Democracy, Foreign Policy, Communication Strategy, Crisis Management, International Relations, Switzerland, Reputation Management, Media Coverage, Soft Power, State Actor, Political Communication.
Frequently Asked Questions
What is the core focus of this publication?
The work focuses on Switzerland’s public diplomacy efforts, specifically analyzing how the agency "Presence Switzerland" managed the country's international image during and after the controversial 2007-2009 "Minaret debate".
What are the primary themes discussed?
The primary themes include the application of public diplomacy theory, the management of national image under pressure, the role of direct democracy in foreign policy, and the organizational evolution of Presence Switzerland.
What is the main research question of the work?
The research explores how a state actor conducts public diplomacy during an image crisis and seeks to determine the "status quo" of Switzerland's international communication strategy.
Which scientific methods are utilized?
The author uses a qualitative case study approach, drawing on theoretical frameworks of public diplomacy, official government documentation, and secondary literature to evaluate the effectiveness of communication interventions.
What does the main body cover?
The main body examines the background of the Minaret initiative, the strategic response of Presence Switzerland, the target audiences, the tools and channels utilized, and the long-term evaluation of these efforts.
Which keywords best characterize this research?
Key terms include Public Diplomacy, Presence Switzerland, Minaret Debate, Image Branding, Crisis Management, and Foreign Policy.
How did the integration of Presence Switzerland into the Federal Department of Foreign Affairs impact its work?
The integration, finalized in 2009, moved the agency into a complete government institution, which, according to the author, actually provided closer access to policymakers and the Federal Council, aiding the coordination of national messaging.
What conclusion does the author reach regarding the Minaret controversy?
The author concludes that the public diplomacy response was a success, as it prevented long-term damage to Switzerland's bilateral relations and economy despite initial intense international criticism.
Does the author see a current image problem for Switzerland?
The author notes that while incidents like the Oprah Winfrey case or asylum center disputes trigger temporary negative media coverage, Switzerland’s traditional "buffer" image maintains its overall reputation.
- Quote paper
- MA Tobias Hoenger (Author), 2013, Switzerland's public diplomacy. The Minaret controversy and a determination of the status quo, Munich, GRIN Verlag, https://www.grin.com/document/316803
