Analyzing American Public Diplomacy: The case of Brand USA. When Tourism becomes an Ideological Tool

This paper aims to study the communicative strategies used in the American campaign of public diplomacy.Our objective in this work is twofold: first, to verify whether behind the action of rebranding the image of the U.S.A. there is an ideological agenda; second, to identify the communication dynamics - both textual and semiotic - which have contributed to make the campaign successful and whether they are in line with the communicative profile of the U.S.A., adopting a handful of current models in intercultural studies.