Mining the imagery : A text mining and news media content analysis of the Swedish country image in the Guardian, 2010-2020

Abstract: In the field of public diplomacy, it has increasingly become relevant to develop analytical operations in order to gain knowledge on the perceptions of foreign publics and their attitudes towards countries – a construct known as the country image. In recent time, research on public diplomacy has been increasingly occupied with the impact of media on country images due to the continuous expansion and fragmentation of the hybrid media landscape. Academics and practitioners alike must navigate through large quantities of data and different choices regarding prioritization of sources and methods in order to find suitable analytical frameworks to properly investigate the country image as an analytical object. This thesis addresses these analytical challenges by developing a diachronic text mining analysis of the Swedish country image in the British newspaper the Guardian. Sweden has in recent years drawn attention from the international media, for example during the so-called refugee crisis of 2015 and during the covid-19 pandemic of 2020. In the extensive media coverage of these major events the Swedish course of action was met with a wide range approval and criticism. Using a mixed-method approach of distant and close reading, this thesis approaches the news coverage of Sweden in the Guardian through a content analysis designed in three analytical steps: topic modelling, collocation and concordance analysis, and diachronic corpus assisted discourse analysis. In each of these steps, the appearance of different dimensions of the country image was explored using a dimensional model for integrative country image analysis developed by Ingenhoff and Buhmann. The design of the mixed-method approach showcase how large quantities of textual data can be analyzed in a new diachronic approach, bringing strains of research from digital humanities to the field of public diplomacy.