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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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The public diplomacy and nation branding of small and medium states
Dvorská, Jana ; Peterková, Jana (advisor) ; Trávníčková, Zuzana (referee)
In my thesis I will compare the public diplomacy and national branding of the Czech Republic and Switzerland. The goal of the thesis is to define, explore and evaluate these fields for both countries. This paper will focus on identifying different aspects of nation branding in these two countries and will aim to evaluate the strategy and sketch the recommendations. The thesis is divided into 3 parts. In the first part the author defines and describes public diplomacy as general term. The second part is dedicated to the public diplomacy of small and medium states. The last chapter focuses on the comparison of public diplomacy and nation branding of the Czech Republic and lesson that could be learned from Switzerland. The goals of this chapter are as follows. To compare aspects and specifics of these two states and evaluate specific activities developed by governments to improve the perception of their country by the foreign public.
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Czech Republic as perceived by foreign public
Dobrovolskaja, Alexandra ; Peterková, Jana (advisor) ; Trávníčková, Zuzana (referee)
The Master's Thesis introduces the definition and scope of term public diplomacy and deals with its dimensions, types and implications. The second chapter describes the system of public diplomacy in the Czech Republic. In particular emphasis is put on actors that participate in public diplomacy, the instruments they dispose of and the strategy they follow. The evaluation of the functionality of Czech public diplomacy system is made based on results of questionnaire which was distributed among foreigners.
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Public Diplomacy of the Czech Republic – actual aspects
Štěpánková, Petra ; Peterková, Jana (advisor) ; Druláková, Radka (referee)
The diploma thesis introduces the term public diplomacy and examines it in the context of Czech Republic. The aim of the thesis is to explore, describe and evaluate Czech Republic's practice in the field of public diplomacy. The study also focuses on the term nation branding and brand image of countries. A whole chapter is dedicated to the "brand Czech republic". The last part of the diploma thesis analyzes the Czech presidency of the Council of the European Union in the first half of 2009 from the view of its presentation and communication.
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