The Depiction of Poland and Poles in the Daily Telegraph, 2007-2010
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The Depiction of Poland and Poles in The Daily Telegraph, 2007-2010 The Depiction of Poland and Poles in The Daily Telegraph, 2007-2010 By Dorota Kokowicz The Depiction of Poland and Poles in The Daily Telegraph, 2007-2010 By Dorota Kokowicz Reviewers: Prof. nadzw. dr hab. Leszek Pułka Prof. zw. dr hab. Kazimierz Wolny-Zmorzyński Prof. zw. dr hab. Andrzej Zawada Translated from Polish into English: Mathias Foit This book first published 2018 Cambridge Scholars Publishing Lady Stephenson Library, Newcastle upon Tyne, NE6 2PA, UK British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Copyright © 2018 by Dorota Kokowicz All rights for this book reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. ISBN (10): 1-5275-1124-3 ISBN (13): 978-1-5275-1124-8 TABLE OF CONTENTS List of Charts ............................................................................................. vii List of Tables .............................................................................................. ix Translator’s Note ......................................................................................... x Introduction ................................................................................................. 1 Part I: Public Relations – Theoretical Framework Chapter I .................................................................................................... 10 An Outline of Poland’s PR Activities, 2007-2010: Background to Analysis 1.1. Cultural Diplomacy ....................................................................... 11 1.2. Economy ....................................................................................... 24 1.3. Tourism ......................................................................................... 28 1.4. Public Diplomacy.......................................................................... 38 Chapter II ................................................................................................... 61 The Mirror and the Desired Images of Poland, 2007-2010 Chapter III ................................................................................................. 70 Methodology of Studying the Image of Poland in The Daily Telegraph 3.1. The Daily Telegraph as an Object of Study .................................. 70 3.2. Description of the Study Method .................................................. 75 Part II: The Analysis of the Image of Poland in The Daily Telegraph, 2007-2010 Chapter IV ................................................................................................. 84 Foreign Policy in The Daily Telegraph, 2007-2010 4.1. Poland as a Member State of the European Union ........................ 91 4.2. Polish-German Relations ............................................................ 105 4.3. Polish-Russian Relations ............................................................ 114 4.4. Polish-British Relations .............................................................. 158 4.5. Poland as a Participant in International Military Missions ......... 159 vi Table of Contents Chapter V ................................................................................................ 172 Polish Political Stage in The Daily Telegraph, 2007-2010 5.1. Polish Political Stage before the Election ................................... 174 5.2. Parliamentary Election in Poland ................................................ 178 5.3. Polish President and the Russo-Georgian War ........................... 184 5.4. Voice of Poland in the Question of the Anti-Missile Defence Shield ........................................................................................... 186 5.5. Miscellaneous ............................................................................. 187 5.6. Law and Justice Politicians in the European Parliament ............. 192 5.7. Polish Political Stage in 2009 ..................................................... 199 5.8. Smolensk Plane Crash and the Presidential Election .................. 202 Chapter VI ............................................................................................... 205 Polish Immigration and Poles in The Daily Telegraph 6.1. 2007 ............................................................................................ 209 6.1. 2008 ............................................................................................ 213 6.1. 2009 ............................................................................................ 216 6.1. 2010 ............................................................................................ 220 Chapter VII .............................................................................................. 225 Polish Culture and Science in The Daily Telegraph Chapter VIII ............................................................................................ 228 Polish Economy and Tourism in The Daily Telegraph Chapter IX ............................................................................................... 231 Conclusions Concerning the Fulfilment of the Polish Government’s PR Objectives, 2007-2010 Afterword ................................................................................................ 248 Bibliography ............................................................................................ 255 LIST OF CHARTS Chart 4-1. Thematic context of Poland-related articles in 2007-2010 Chart 4-2. Thematic context of Poland-related articles in 2007 Chart 4-3. Thematic context of Poland-related articles in 2008 Chart 4-4. Thematic context of Poland-related articles in 2009 Chart 4-5. Thematic context of Poland-related articles in 2010 Chart 4-6. Thematic content of articles concerning Polish foreign policy in 2007-2010 Chart 4-7. Thematic content of articles concerning Polish foreign policy in 2007 Chart 4-8. Thematic content of articles concerning Polish foreign policy in 2008 Chart 4-9. Thematic content of articles concerning Polish foreign policy in 2009 Chart 4-10. Thematic content of articles concerning Polish foreign policy in 2010 Chart 5-1. Thematic context of Poland-related articles in 2007-2010 Chart 5-2. Thematic context of Poland-related articles in 2007 Chart 5-3. Overall tone of the articles published by The Daily Telegraph concerning the Polish political stage, 2007-2010 Chart 6-1. Overall tone of the articles published by The Daily Telegraph concerning Polish immigration to the United Kingdom, 2007-2010 Chart 6-2. Overall tone of the articles published by The Daily Telegraph concerning Polish immigration to the United Kingdom in particular years (2007, 2008, 2009, and 2010) Chart 6-3. Language used by The Daily Telegraph in its description of Polish immigrants, 2007-2010 Chart 8-1. Context of articles published by The Daily Telegraph and relating to Polish economy, 2007-2010 Chart 9-1. Poland as an active member of the EU in 2007 Chart 9-2. Polish-German relations according to The Daily Telegraph in 2007 Chart 9-3. Context of articles published by The Daily Telegraph and relating to Polish economy, 2007 Chart 9-4. Poland as an active member of the EU, 2008-2010 – comparison viii List of Charts Chart 9-5. Poland as an active member of the EU, 2008-2010 Chart 9-6. Polish-German relations according to The Daily Telegraph, 2008-2010 Chart 9-7. Context of articles published by The Daily Telegraph and relating to Polish economy, 2007-2010 Chart 9-8. Thematic contexts of Poland-related articles, 2007-2010 LIST OF TABLES Table 1-1. The most important projects promoting Polish culture carried out by the Ministry of Foreign Affairs and the Ministry of Culture and National Heritage from 2007 to 2010 Table 1-2. Commerce between Poland and Great Britain (in euro millions), 2007-2010 Table 3-1. Comparison of the circulation of British opinion-leading newspapers, 2007-2010 Table 3-2. Comparison of the mean percentage of the readership of national daily newspapers and Sunday titles in the period from January to December in 2007 and 2010 TRANSLATOR’S NOTE A small number of articles referenced in this book are no longer available in the online archive of The Daily Telegraph. Unless otherwise stated, all excerpts quoted in the book are original and have been taken word for word from the referenced articles. In other, albeit rare, cases, quotations have been translated on the basis of the Polish edition of the book. On a much greater scale, however, the same applies to the official documents, notices, programmes, strategies, and media statements issued by Polish state organs, authorities and officials in the years 2007-2010— whether it be the Ministry of Foreign Affairs, the Adam Mickiewicz Institute, or the Polish Tourism Organisation—virtually none of them being available online anymore. All translations from the second group have therefore been made by the translator. INTRODUCTION Shaping and studying a country’s brand image in a global context belongs to the most vital elements of the country’s foreign policy in all its dimensions—political, cultural and economic. The PR measures that a country adopts are intended to maintain its competitive advantage in the international arena by communicating its assets to the surrounding environment. Therefore, the PR measures are of strategic significance to the