Televisual diplomacy:I am the Ambassadorand Danish nation branding at home and abroad

Abstract

In a time when the current US president came to office via a career in reality television, it seems unnecessary to argue that popular culture and International Relations intersect in meaningful and dramatic ways. Operating from this premise, mass-mediating the act of diplomacy via a television series presents a fecund object of analysis that questions many of the myths surrounding what we call the ‘diplomatic community’. Consequently, this article is interested in the geopolitical interposition of Danish Broadcasting Corporation (DR) via the popular culture form of reality television. We achieve this through a close reading of the DR series I am the Ambassador/Jeg er ambassadøren fra Amerika (2014–2016), ‘starring’ the real US ambassador to Denmark. We situate Ambassador within the evolving space of ‘new diplomacy’ through an evaluation of how it imagines, popularises, and expands ‘everyday’ sites of diplomacy via mass-mediation. However, as we argue, the series – when viewed holistically – says more about the Danish state and its people than it does about the role of the US ambassador, thus functioning as a tool of nation branding as much at home as abroad.