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Spanish Public Diplomacy in the Czech Republic
Šebelová, Markéta ; Peterková, Jana (advisor) ; Trávníčková, Zuzana (referee)
The aim of this thesis is to introduce the elements and tools of public diplomacy of Spain in the Czech Republic. For this purpose, the text represents actors, which are involved in building the reputation of Spain, and government concept Marca Espana, which substantially affects a strategy presentation abroad. The thesis will focus attention not only on specific projects that Spain presents, but also monitors the use of new technologies when communicating with the Czech public. The compiled topic is founded on the study of scientific literature dealing with public diplomacy, and the subsequent application of a particular case. This thesis also examines how cooperation works between the various governmental departments in Madrid and among actors in the Czech Republic. Based on this analysis, the author concludes that the Spanish public diplomacy activities in the Czech Republic primarily have a cultural character and are presented through new media, which proves that the Spanish agenda is able to adapt flexibly to new trends in diplomacy. The main contribution of this thesis is a comprehensive presentation of all the actors of the Spanish public diplomacy and its activities, that are still deficient in wider attention in the Czech Republic.
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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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