The Catwalk Power: Germany's new foreign image policy

The foreign image policy of states, that is their efforts to influence how they are seen by foreign publics, is an under-researched aspect of International Relations (IR) and Foreign Policy Analysis (FPA). This is wrong, argues this article. As foreign image policy reflects states' self-understandings, its examination provides inside insights into the transformation of states. The analysis of the foreign image policy of Germany brings to light a remarkable transformation. Until the mid-1990s, Germany cared about its image mostly for security reasons and used traditional instruments of foreign cultural policy for its image projection. Since the mid-1990s, its image policy pursues commercial goals — promoting the Standort — and for this purpose relies on public relations and marketing instruments such as the ‘Land of Ideas’ nation-branding campaign. This new policy has been enabled by the globalization discourse and its construction of a ‘global competition’ between ‘competition states’. At the same time, Germany's new foreign image policy re-produces the globalization discourse and its key concepts. Foreign image policy and globalization are mutually re-enforcing. This interconnectedness with the globalization discourse points to the wider significance of foreign image policy. Therefore, research along these lines carries the promise of bringing FPA back into the agenda of IR.