Celebrity diplomats - strategic communication resources and mediators between the power, victims and the global public.

University essay from Lunds universitet/Institutionen för strategisk kommunikation

Abstract: Public diplomacy activities and initiatives are adapting to new ways of strategic communication as the society and technology continues to evolve, the need of the organizations to spread information globally has made the public activities adapt to the new ways of communicating. The thesis is a critical discourse analysis of celebrity diplomats and how they are used to spread awareness about issues on global scale. Three case studies are analysed in depth. These are as follows; Angelina Jolie –I belong campaign, David Beckham – End violence against children campaign, and the Wonder Woman campaign. Transmedia engagement and mediatization helps to understand how the celebrities are used in different platforms sharing the same messages, and what strategic communication resources the celebrities need to have to be able to advocate globally.

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