ABSTRACT This study uses narrative theory to explore discursive content strategy in Switzerland’s UN Security Council campaign, A Plus for Peace. I dissect Swiss government communications to ascertain what strategic narratives and logics of campaigning were employed as the campaign sought to secure votes in the General Assembly and repair domestic perceptions of Switzerland’s reputational security abroad. Results of a critical discourse analysis suggest the Swiss government focused A Plus for Peace on a synthesis of system and identity narratives, contextualizing Switzerland’s national identity and relative position in international affairs. This highlighted its history as a peace mediator, modern partnerships with non-state actors, and how its reputation for neutrality would build credibility for the Security Council and trust in the UN. Focusing on consistency, identity, and genuineness lent an authenticity to Switzerland’s storytelling, increasing the value its country reputation would bring to the Security Council. This also resolved a national political crisis by restoring domestic support for the country’s foreign policy. This case highlights the narrative structure of organizational storytelling embodying national identity and authenticity in a two-level, intermestic context of government public relations.
Read full abstract