Contemporary globalization threatens the role of the nation-state by reducing state sovereignty and increasing nation-state dependency on corporations. Subsequently, as nation-states importance is reduced, its identity is less recognized. However, the identity of the nation-state must be acknowledged for the state to protect its citizens. Concentrating upon the country of origin effect, this dissertation conceptualizes a new public diplomacy campaign to protect nation-state identity. It is hypothesized that contemporary globalization can be used as a tool to promote the nation-state identity by conveying the nation-state export culture (NSEC)to global audiences. To ensure successful NSEC implementation, analyses are made of prior United States, British and New Zealand public diplomacy campaigns. These case studies not only assess the varying ability for different nation-states to undertake public diplomacy, but also discover different modus operandi to be utilized or avoided.

Dr. Michael Murphy (B.A., M.A., Ph.D.) is a New Zealand citizenwho resides in Germany. Michael specializes in sociologicalstudies of culture and globalization and undertakes research ofthis topic in many different countries. He completed his doctoraldissertation at the University of Freiburg in 2009.