The Positive Branding of Islam: A Case Study of Islamic countries their Public Diplomacy Efforts and Effectiveness

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del Castilho, Angelic Alihusain
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University of Malta; DiploFoundation
This thesis examines if any attempts are made by the Muslim world to address the current negative image of Islam using public diplomacy (PD) and if these efforts are effective and successful. It is the aim of this research to show that the correct use of PD can result in a positive improvement of the image of Islam.The first chapter provides an overview of issues and factors influencing the current relationship between the Muslim and the Western world. The second , third and fourth chapter provide a profile of the countries studied, the Hashemite Kingdom of Jordan, Malaysia, the Kingdom of Saudi Arabia and the Republic of Senegal, focusing on PD efforts to change the current image of Islam. Efforts are compared, analyzed on impact on the existing image in the West. It concludes that all four countries are involved in efforts to change the image of Islam through PD, however a non-supportive domestic situation, lack of understanding of the culture in the West as well as a lack of unified coordination challenge the success of these efforts. The thesis concludes with the firm belief that public diplomacy can make a difference in the image of Islam.