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Intercultural Communication between the Czech Republic and Moldova
Sendrea, Veronica ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis aims to historically and theoretically study the problematics of intercultural communication and its manifestations in the specific context of communication between the Czech Republic and Moldova. The evolution and theory of intercultural communication converges perspectives from different disciplines and at the same time it influences other fields. For the wider case of communication between cultures attention is paid to public diplomacy and nation branding, the field studying the building of nation reputations. The paper presents the current nature of Czech-Moldovan and Moldo-Czech intercultural communication and the occasions that arise it. Based on theoretical postulates it offers recommendations for the improvement of intercultural communication between the Czech Republic and Moldova.
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Nation branding of Czech and Slovak Republic
Drobná, Martina ; Postler, Milan (advisor) ; Peterková, Jana (referee)
The diploma thesis focuses on the concept of nation branding in foreign policy in general but especially in the context of two Central European countries - the Czech and Slovak Republic. It addresses the question of whether this relatively young discipline is a part of their foreign policy efforts and whether their approach to this tool vary. The comparison is performed through a view on the previous steps and development of the agenda, on the institutional framework and analyses of their nation brands. Nation brand analyses are performed by applying the theoretical apparatus of the concept of image and identity. The image analyses cover assessing the NBI and the CBI indexes, complemented by foreign media analyses and SWOT analyses. The analyses of brand identities are performed through a view on the identity components on the visual level and on the level of substance.
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Nation branding of the Czech Republic and its effective presentation in the European area
Dianová, Markéta ; Dostál, Petr (advisor) ; Kašpar, Václav (referee) ; Riedlbauch, Václav (referee)
The thesis focuses on relationships, structures and processes that fundamentally influence the implementation of the nation branding mechanisms to the scope of activities carried out by Czech republic´s institutional actors; on the mutual communication between the state and the European cultural environment; and on the role that the Czech republic´s institutional actors play in the communication with the external environment of the country. The thesis elucidates the extent of involvement of relevant actors in the process of nation branding of the Czech Republic and its position in the international relations on the European territory. It critically interrogates models and approaches towards the nation branding and brings detailed insights into the matter through the perspective of supranational, national and local actors (both formal and informal) that contribute to the creation of a country´s image. It provides an insight into the institutional framework of the nation branding in the Czech Republic and identification of the sources of double-track processes in the distribution of agenda and a level of involvement of public diplomacy actors and other institutions responsible for the presentation of a country. Based on the analysis of the formal and informal level of such relationships and interactions, it brings a plan of formal simplification of the implementation process of the nation branding strategy in the Czech Republic.
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Nation Branding as an Element of Economic Diplomacy - Spanish Experience
Šmahelová, Kateřina ; Peterková, Jana (advisor) ; Zemanová, Štěpánka (referee)
The diploma thesis deals with nation branding in the context of economic diplomacy and puts a special emphasis on Spain. The main purpose is to provide an answer to the following question: "Is the Spanish reputation-building project Marca Espaňa launched in 2013 beneficial for country's performance in economic diplomacy area and is it possible to observe any results despite a relatively short time period?" Chapter one concentrates on theoretical issues and apart from defining relevant basic terms it provides a theoretical relationship between the concepts of economic diplomacy and nation branding. Chapter two examines the Spanish system of economic diplomacy and nation branding and underlines their interconnection on the practical level. Chapter three analyses the contribution of the Marca Espaňa project to Spain's economic diplomacy and examines Spain's performance in nation branding, overall economic competitiveness and exports through a detailed analysis of various international ranking and official statistical data.
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Cultural Diplomacy as an Instrument of Foreign Policy of the Russia Federation. Case Study: Slovakia
Chebeňová, Nina ; Voráček, Emil (advisor) ; Dubský, Zbyněk (referee)
The diploma thesis is focused on defining the place of cultural diplomacy and concepts of soft power and nation branding in the foreign policy of the Russian Federation, as since the end of the Cold War importance of culture and cultural diplomacy in international relations has started to grow. It analyses the question whether cultural diplomacy as part of the foreign policy of the Russian Federation contributes to increase attractiveness and positive image abroad. To determine positives, negatives and exploit the potential, SWOT analysis was applied. In the case study the position of Slovakia in the cultural diplomacy of the Russian Federation with regard to problem areas of cooperation is defined. It also includes analysis of the activity, its results and major projects of the Russian Centre of Science and Culture in Bratislava.
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Public diplomacy in South Korea
Špruček, Dan ; Peterková, Jana (advisor) ; Druláková, Radka (referee)
The aim of this diploma thesis is to analyse current public diplomacy and the specifics of public diplomacy in small and medium-sized states. As an example of such a state it studies South Korean public diplomacy and nation branding policies. The first part of the thesis focuses on theoretical frame of public diplomacy, its goals, actors, instruments, specifics of small and medium-sized states, difference between public diplomacy and nation branding and evaluation possibilites. The second part analyses the public diplomacy in South Korea, one of the representatives of small and medium-sized states. The third part focuses on nation branding, an important part of South Korean foreign policy.
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Building the Image of Spain Abroad
Ďurišová, Tereza ; Peterková, Jana (advisor) ; Druláková, Radka (referee)
Recently, Spain has been paying particular attention to its presentation abroad and national image, taking into consideration the conceptual as well as financial and personnel point of view. The thesis analyses three different components that form the national image - cultural diplomacy, public diplomacy and nation branding - and puts them into the Spanish context. Furthermore, it identifies the main actors in these areas of Spain's foreign policy and examines their working methods. The thesis also presents the national project Marca Espana (Brand Spain) with both its benefits and weak points. In addition, it evaluates the overall Spanish approach to the formation of its national reputation and suggests possible future improvements.
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Nation branding rozvojových zemí
Sendrea, Veronica ; Pavlík, Petr (advisor) ; De Castro, Tereza (referee)
This Master's thesis focuses on nation branding in developing countries. Nation branding is an emerging discipline that aims to build and improve a nation's image through the application of marketing techniques. The aim of the thesis is to contextualize the nation branding of developing countries within the broader framework of the theory and practice of nation branding and development studies. The thesis is structured into three chapters. The first chapter offers an introduction into the theory and practice of nation branding and the critique attached to it. The second chapter then looks at how nation branding fits into the wider context of development studies, and the scale of its relevance for developing countries with a special focus on its application for export, FDI and tourism promotion and its significance in development co-operation. The last chapter is dedicated to case studies of application of nation branding in two developing countries: Uruguay and Thailand. The conclusion sums up the results.
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Mexico's presentation abroad
Lipková, Alena ; Matějka, Zdeněk (advisor) ; Peterková, Jana (referee)
The objective of the Master Thesis is to outline the possibilities of improvement and extension of public diplomacy activities of Mexico. In order to achieve the objective the thesis is divided into 3 parts. The first one summarizes existing theoretical knowledge in the course of study, thus characterizes the terms of public diplomacy and briefly cultural diplomacy and nation branding as well. The following chapter determines particular actors of Mexican public diplomacy and their activities, determines the country's initial conditions in public diplomacy, focuses on the public diplomacy activities in the foreign policy program and analyzes how the country fulfils the basic requirements of public diplomacy strategy. The last chapter depicts Mexican public diplomacy in the United States of America, where a significant decline in positive perception has been seen in recent years, and outlines the possibilities of improvement and extension of public diplomacy activities to reverse the trend.
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Institute for Cultural Diplomacy - its role and importance
Kuchyňková, Michaela ; Peterková, Jana (advisor) ; Trávníčková, Zuzana (referee)
The main subject of this Bachelor thesis is the Institute for Cultural Diplomacy (ICD). ICD is a specific organization which is able to apply cultural diplomacy into all today's crucial spheres through large scale of topics of its programs. This thesis is composed of three parts. The first one deals with theoretical side of cultural diplomacy. It defines emplacement of cultural diplomacy in international relations and also focuses on cultural diplomacy's tools and its particularities in the world. The sesond and the third part deals with the Institute, the way it works, its activities, achievements and qualities.
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