Apps4Africa: A new State Department public diplomacy initiative |
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| Authors: | Lacey Milam Elizabeth Johnson Avery |
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| Affiliation: | 1. MetroStar Systems Support Contractor to the United States Department of State, United States;2. School of Advertising and Public Relations, College of Communication and Information Science, 476 Communications Building, The University of Tennessee, Knoxville, TN 37996, United States |
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| Abstract: | In 2010 the U.S. State Department funded an “Apps4Africa” contest to encourage development of socially conscious mobile applications for Africa. The initiative marked a significant departure from traditional public diplomacy efforts to expand diplomatic outreach beyond traditional government-to-government relationships. This case study analyses Apps4Africa to reveal its appropriateness as a model for future efforts and concludes Apps4Africa succeeded primarily because it responded to the changing dynamics of the 21st Century. |
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| Keywords: | Digital diplomacy Public diplomacy Africa Social media International public relations |
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