“The representation of Egyptian Public Diplomacy in hosting COP27” Comparative analysis between international Arabic-language and English-language online news articles.

Document Type : Original Articles

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Advertising and PR, Faculty of Mass communication, MSA University, 6th of October, Egypt

Abstract

The study aims to explore as well as examine the representation of Egyptian public diplomacy in hosting COP27 in online news articles, where comparative analysis is applied between the Arabic-language and the English-language articles. An extensive literature review was provided in the current study to analyse the definitions of public diplomacy as well as the activities practised assessing the relation between the defined practice and the actual impact and perception. The purpose of the paper was not only to compare the diver languages used but also to measure the impact of such diversity on the Egyptian global reputation and image, which is, after all, the main goal behind the practice of public diplomacy.



The study adopted a quantitative methodology, using content analysis as the data collection method, along with a pre-designed code book containing specific themes for measurement. A sample of 32 new articles was used in each language to maintain diversity, credibility, and transparency. Data were analysed using scientific measures, and results were presented in an organised manner. Limitations and further recommendations were also addressed to guarantee a significant contribution to the literature.

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