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Mediated public diplomacy in the digital age: Exploring the Saudi and the U.S. governments’ agenda-building during Trump’s visit to the Middle East
Institution:1. College of Journalism and Communication, University of Florida, United States;2. King Abdulaziz University, Jeddah, Saudi Arabia;3. Robertson School of Media and Culture, Virginia Commonwealth University, United States;1. College of Journalism and Communications, University of Florida, G031 Weimer Hall, 1885 Stadium Road, PO Box 118400, Gainesville, FL, 32611, United States;2. College of Journalism and Communications, University of Florida, 3202C Weimer Hall, 1885 Stadium Road, PO Box 118400, Gainesville, FL, 32611, United States;1. School of Advertising, Marketing and Public Relations, Queensland University of Technology, 2 George Street, Brisbane, QLD, 4000, Australia;2. School of Communication, University of Technology Sydney, 15 Broadway, Ultimo, NSW, 2007, Australia;1. Department of Public Relations, College of Media and Communication, Texas Tech University, 3003 15th St., Lubbock, TX 79414, United States;2. School of Journalism and Mass Communication, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, United States;1. Department of Journalism, Central Michigan University, Mt. Pleasant, MI 48858, United States;2. School of Journalism and Mass Communications, University of South Carolina, Columbia, SC 29208, United States;1. University of Central Florida, Advertising-Public Relations Nicholson School of Communication, University of Central Florida, Orlando, United States;2. Journalism Nicholson School of Communication, University of Central Florida, Orlando, United States
Abstract:This study analyzed the agenda-building capacity of political public relations messages of the Saudi and the U.S. governments during Donald Trump’s visit to the Middle East and scrutinized their influence on the media coverage and public opinion. The findings indicate that all three levels of agenda-building received solid empirical support from the data: governmental information subsidies significantly influenced media coverage and public opinion on the level of issues and stakeholders (1st level), their attributes (2nd level), and networked co-occurrences of issues/stakeholders (3rd level of agenda-building). Traditional information subsidies emerged as a powerful tool driving the agenda-building process. The study confirms the effective capacity of public relations communication to build the media and the public agendas in non-Western media culture and expands the applicability of the agenda-building network analysis research to the Middle Eastern media market.
Keywords:Agenda-building  The Middle East  Network analysis  Political public relations  Mediated public diplomacy
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