Towards the definition of a public diplomacy strategy for Mexico in the face of its relationship with the United States of America

Abstract

Either from a social, economic or political perspective, the relationship between Mexico and the U.S. is strategic and essential for the future of both countries. However, the bilateral relationship has been impacted by a series of negative perceptions, stereotypes and misconceptions that affect the character of exchanges between the two countries, with consequences for policy formulation, such as the predominant negative perceptions on Mexican immigrants in the U.S. This situation calls Mexico to embark on an unprecedented effort to change the stereotypical narrative that the U.S. holds about Mexico and Mexicans. In this effort, Public Diplomacy (PD) is a relevant tool to assess negative perceptions and positively influence public opinion in the U.S. However, as a relevant instrument for Mexican foreign policy, it has been underutilised in the context of the bilateral relationship, since the country has lacked a comprehensive strategy towards the U.S., with the exception of some desegregated initiatives and isolated campaigns that have proven the country’s potential. Under that notion, this dissertation will analyse the current state of public perceptions of Mexico in the U.S., the potential of PD as a foreign policy tool following the study case of the Republic of Korea, and will formulate a theoretical proposal for the definition of a PD comprehensive strategy for the Mexican government, as a necessary condition to improve U.S.-Mexico relations, consolidate the presence of the “Mexico” brand and improve the situation of the large Mexican diaspora in the U.S.