The effects of public diplomacy on country identity in countries with different language regions and cultures: The case of Switzerland

Abstract

The aim of this study is to explore the existing differences in (regional) country identity between the two biggest language regions of Switzerland, and the effects that differently-framed public diplomacy messages have on these country identities. To analyze the heterogeneous dimensions of regional country identity in the two language regions and the effects of public diplomacy messages, an experimental study with four different groups was conducted. The results show that a) even within one country, different language regions have differing country identities and give varying significance to different dimensions, b) these differences have an impact on how public diplomacy messages are perceived, and c) they also have an impact on the overall country identity of the recipients of these messages. Finally, we show that d) these impacts are moderated by the subjects' political opinions on an issue as well as the framing of the message itself.