Youth Engagement as a U.S. Public Diplomacy Tool – Study of the Primary Motivations for and Effectiveness of the United States Embassy in Helsinki Youth Programs

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Volume Title
School of Business | Bachelor's thesis
Date
2017
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
79
Series
Abstract
Objectives The main objectives of this thesis research were to study the primary motivations for the U.S. Embassy in Helsinki to organize youth programs and examine the effectiveness of those programs in achieving public diplomacy objectives. In addition, the biggest benefits of youth engagement in intercultural exchange programs were studied. Summary Being a relatively new phenomenon in academic literature, the motivations for and effectiveness of U.S. Embassy provided youth programs have not yet been studied as comprehensively as other forms of public diplomacy. Based on the review of previous research, researchers hold multiple opinions upon the concept of public diplomacy. This thesis talks about public diplomacy from the United States point of view and what are the U.S. Embassy Helsinki’s motivations for providing youth programs. To examine the primary motivations for and biggest benefits of youth engagement in youth programs, a set of representatives from the U.S. Embassy in Helsinki were interviewed. In addition, a survey was conducted for youth alumni who have participated in certain U.S. Embassy Helsinki youth programs. The research suggests that the role of youth engagement in public diplomacy is more significant than the lack of previous research indicates. The key findings suggested that the biggest benefits of youth engagement are commonly cultural understanding and experiencing way of life in a foreign country. Conclusions In addition to offering youth an experience of traveling to a foreign country, youth programs are a functional method for gaining and promoting mutual understanding between cultures and people. This thesis research shows that usually these youth programs cause a positive change in perceptions and preconditions about a foreign country. Moreover, it was found that the general objectives of youth programs are aligned with the central U.S. public diplomacy objectives – gaining mutual understanding and sharing experiences about the cultures and ways of life in the U.S.
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Thesis advisor
Das, Diya
Keywords
public diplomacy, youth engagement, nation branding, youth programs, intercultural exchange, culture
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