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INTERNAL SUPPORT (2) answer(s).
 
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ID:   129670


Crafting a NATO brand: bolstering internal support for the alliance through image management / Wolff, Andrew T   Journal Article
Wolff, Andrew T Journal Article
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Publication 2014.
Summary/Abstract NATO confronts four distinct public perception challenges: weak or varying public support for the alliance and its specific missions; a general lack of public awareness of the alliance's post-cold war transformation; diverging opinions on its proper role in the world; and parochial and domestic interests filtering into NATO's agenda. These various public relations challenges detract from alliance cohesiveness, impede mission performance, breed confusion and dissension about alliance aims, and raise questions about the proper operation of democratic governance within the alliance. Recent alliance communication efforts encompassing public diplomacy and strategic communications have failed to improve these public perception challenges. Instead, NATO should consider adopting a long-term branding strategy that focuses specifically on shaping the public's mental image of the alliance through the creation, promulgation, and management of a core message. Such a strategy has the potential to create a more consolidated alliance mandate that is easier for the public to understand and, ultimately, transforms the way NATO relates to its public.
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2
ID:   129672


Why the Saudi Arabian defence binge? / Sorenson, David S   Journal Article
Sorenson, David S Journal Article
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Publication 2014.
Summary/Abstract Saudi Arabia is one of the most proliferate military spenders in the world, and this article assesses the multiple reasons for Saudi Arabian defence spending. Possible motives include arming against external threats, buying internal loyalty, gaining national prestige, and soliciting support from important external patrons, especially the United States. The article argues that while Saudi Arabia does seek to improve its military capability through increased defence spending, and gain prestige and internal support, the most significant reason for the increased investment for arms sales is to gain political support in the United States, as Saudi military money preserves some defence sector jobs in the American defence industry, potentially replacing American employment that would otherwise drop because of expected US defence budget reductions. By contributing in a small but targeted way to the American economy, Saudi Arabia can try to leverage American support for its security and foreign policy requirements.
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