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Beyond traditional works: Empowering the role of socio-cultural affairs at the Indonesian Embassy for nation branding

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This paper examines the nation brand image notion through the active public diplomacy of Socio-Cultural Affairs at the Indonesian Embassies. The research will be conducted by survey and random sampling for the interview. Literature review is employed as the method to develop the conceptual model. This paper suggests that the multifaceted nature of Indonesia can be covered in the nation brand image by using the approaches of promotion mix, penta-helix concept as well as monitoring and evaluation for nation brand image in the cultural diplomacy specifically. In addition, the theoretical relationship between national brand identity, communicators, and nation brand image is also explored.

This paper eventually proposes a conceptual model of the main role of the Indonesian Embassies as communicators for Indonesia’s national identity to ensure the positive image of Indonesia, namely: 1) the practical guideline for Socio-Cultural Affairs, as the compliment to Minister of Foreign Affairs’ Decree No.6/ 2004, which includes the state-of-the-art program and facilities supported by the key providers; 2) the active utilization of social media to promote the nation branding; and 3) to have a dialogue to see the perceived of accredited countries by doing monitoring and evaluation annually.

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Ketersediaan

2022-0013

Sesdilu 72-2022

Training Materials Repository

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

Sesdilu 72-2022

Penerbit

Jakarta : Kementerian Luar Negeri., 2022

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

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Klasifikasi

NONE

Tipe Isi

text

Tipe Media

computer

Tipe Pembawa

online resource

Edisi

-

Subjek

-

Info Detail Spesifik

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Pernyataan Tanggungjawab

UPT Sekolah Staf Dinas Luar Negeri

Versi lain/terkait

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