What we do

Research

At the Sahel Public Diplomacy Centre (SPDC), our research in public diplomacy plays a critical role in understanding and shaping how Africa engages with the world. Through rigorous studies and opinion polls, we explore public perceptions of foreign influence and brand image in Africa, with a special focus on how African communities view and engage with external diplomatic, economic, and cultural entities. Our goal is to inform policymakers, diplomats, and international stakeholders about the true sentiments of African people, ensuring that foreign policies and diplomatic efforts align with the realities and expectations of those on the ground.

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1. Public Engagement in Diplomacy

We conduct specialized research into public engagement with diplomacy and foreign initiatives, particularly how African citizens—youth, women, and marginalized groups—perceive their role in international relations. Our studies delve into the extent of public participation in diplomatic initiatives and the gaps that exist between decision-makers and communities.

Key Topics:
- The role of African communities in shaping foreign policy.
- Barriers to effective public engagement in diplomacy.
- Strategies to increase citizen involvement in diplomatic processes.

2. Opinion Polls on Foreign Brand Image

SPDC regularly conducts opinion polls to capture how African populations perceive foreign countries, brands, and organizations that operate on the continent. These polls offer invaluable insights into how global players are seen in terms of trust, influence, and cultural alignment, revealing the true impact of foreign diplomacy efforts.

Key Topics:
- Public perceptions of foreign diplomatic missions and their effectiveness.
- The influence of foreign brands and corporations on local African communities.
- African views on cultural diplomacy and the presence of foreign media, educational institutions, and NGOs.

3. Influence of Foreign Powers in Africa

Our research analyzes the growing influence of foreign powers—both Western and non-Western—in Africa’s development, diplomacy, and governance. By exploring public perceptions of foreign economic and political influence, we provide a clearer understanding of how external actors are shaping Africa’s future.

Key Topics:
- Public opinions on foreign investments, infrastructure projects, and aid.
- Perceptions of foreign government interventions in African politics and peacekeeping efforts.
- African communities’ attitudes towards China, the US, the EU, and other international players.

Through our public diplomacy research, SPDC has uncovered critical insights, such as:

Mismatches between foreign policy intentions and African public perceptions, highlighting the need for more culturally attuned diplomatic strategies.
Perceptions of foreign brands, which significantly impact foreign relations and economic diplomacy, showing that public sentiment can make or break the success of foreign investments.
The growing role of social media in shaping public opinion on international relations, revealing new opportunities for diplomacy in the digital age.

SPDC’s research in public diplomacy aims to bridge the gap between foreign actors and African communities by providing evidence-based insights. Our work ensures that:

African voices are heard in the global diplomatic arena.
International actors can adjust their strategies to be more aligned with local cultures and values.
African policymakers have access to public sentiment data, helping them make informed decisions in international partnerships.

By combining opinion polling and in-depth research, the Sahel Public Diplomacy Centre plays a vital role in shaping public diplomacy efforts that respect and respond to the needs and perceptions of African people. Our insights are essential for fostering meaningful, effective, and sustainable diplomatic relations between Africa and the world

If you are interested in what we do, Please feel free to reach out.

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