The Japan Exchange and Teaching (JET) Program has been around since 1987. This program, the largest component of which places native English speakers in Japan’s junior and senior high schools for year-long tours of duty as Assistant Language Teachers (ALTs), has thousands of alumni from around the world – more than 20,000 from the United States alone.
On numerous levels, the United States continues to fall farther behind China in public diplomacy. This is yet another indication that for all its protestations about its commitment to reach out to foreign publics, the U.S. government is unwilling to commit the resources needed to do so effectively.
Last week, China unveiled an ad campaign on the jumbotron screens in New York City’s Times Square to promote its national image. The two 30-second spots, titled “Experience China,” feature the country’s celebrities and luminaries from different walks of life. So, like many other countries, China is now taking a page out of the Madison-Avenue playbook to try to get its message out.
China as covered by the BBC, CNN, and Deutsche Welle.
In the realm of international broadcasting, Radio Taiwan International (RTI) serves as the “voice of Taiwan.” The station is an amalgamation of the “Voice of Free China” service that served as the Republic of China on Taiwan’s international broadcasting arm plus the Central Broadcasting System, which for years broadcast to mainland China.
The national pavilions at the Expo are, in essence, a themed, branded environment, that aims to convey a positive and distinctive narrative about a country. So, how is the mundane space of a pavilion transformed into a stylized and, for some countries, a spectacular location that gives it meaning, identity and, above all, resonance with visitors? The pavilions being a field of cultural production, they pursue a wide range of communication approaches to create and deliver an ultimate nation-brand experience.
From texts and visuals, to experiential