conflict
& communication online, Vol. 8, No. 2, 2009
www.cco.regener-online.de
ISSN 1618-0747
Xiufang Li (Leah)
& Naren Chitty
Reframing national image: A methodological framework
The article addresses
the role of national images in international relations and develops a
methodological framework for its study. It concludes that national image
study should comprise private frames associated with perceived images
of other nations, and public frames referring to projected media images
of other nations by drawing on framing theory. It suggests that in-depth
interview with intermediate elites can be employed to explore private
frames, and the inductive or the deductive approaches to public frames.
There is recognition that inquiry is conducted in the shadow of a dynamic
world politics and within a historical context, and public diplomacy can
be used to build national reputation. To examine the associations between
public and private frames of a given country will prepare the ways for
the identification of alternative frames and framing devices that may
result in variation in public opinion, contributing to national image
building in the state under study, and promote understanding and relationships
between countries.
On the authors:
Xiufang Li (Leah), PhD Candidate, Centre for International Communication,
Dept. of Media, Music and Culture, Macquarie University; Senior Lecturer
in Hanshan Normal University. Areas of interests: Visual Communication,
International Journalism, National Image Study, Public Diplomacy, Commercial
Marketing and Social Marketing, Public Relations, Media Writing and Reporting,
Audience and Program Analysis, New Media. She is also a media practitioner
with an interest in audience and program analysis, news reporting and
documentary production for Television.
eMail: xiufang.li@students.mq.edu.au
Naren Chitty, Professor, Foundation Chair in International Communication,
Dept. of Media, Music and Culture, Macquarie University, Australia. Areas
of interest: International Public Relations and Public Diplomacy, Media
and Foreign Policy, South East Asian Studies, Media and Terrorism, Alternative
Media, Media, Political economy and identity under globalisation, Intercultural
Competence.
eMail: naren.chitty@mq.edu.au
Website: http://naren.chitty.googlepages.com/home