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Environmental topics in nation branding: the case of Slovenia
Havlíčková, Marta ; Tomalová, Eliška (advisor) ; Váška, Jan (referee)
This thesis focuses on the approach of Slovenia to the promotion of the state abroad. It is a small country with two million inhabitants, suffering from poor visibility and being confused with Slovakia. Slovenia has decided to change this by creating a national brand. Positive perception of a country contributes to economic development of the state. It is also an ideal means by which small states can maximise their influence in the international arena. The thesis describes the gradual development of the national brand and its implementation. The thesis also describes the institutional background, the work being coordinated by the Government Office for Communication. Slovenia has succeeded in creating the brand of a green country with a quality of life for all. For a national brand to be successful, it must be based on real national priorities. In the case of Slovenia, ecology is also part of its domestic and foreign policy priorities. The monitored indicators show that Slovenia's environmental performance varies in different areas. In some areas Slovenia is a leader in the EU, in others, for example in transport, its performance is below average. The work concludes that the label is based on real foundations because some part of environmental policy is effective.
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The Norwegian policy of cooperation in Education and Research as a soft-power tool for Norway's foreign policy
Pajerová, Anna ; Kasáková, Zuzana (advisor) ; Young, Mitchell (referee)
This diploma thesis examines the Norwegian policy of cooperation in Education and Research as a soft-power tool for Norway's foreign policy. Within a European context, three levels of Norway's participation in Education and Research programmes will be analyzed. The first level is Norway's cooperation policy toward the EU, though as a weaker actor. The second is Norway's value of cooperation as an equal partner, which is typical in the Nordic region. And the third is cooperation via EEA Grants and Norway Grants, in which Norway is a dominant player. This thesis combines a theory of international cooperation and Robert Keohane and Joseph Nye's theory of soft-power, complex interdependence and asymmetry of relations between the participants. In the research, a combination of quantitative and qualitative methods are used. This thesis reveals that Norway decreases the financial spending to the areas where it has more influence and can utilize more of its soft power, while it also invests into areas where it plays the role of substandard actor. An explanation is found in the theory of international cooperation and the game of Chicken, where the longstanding and successful corporation strives to achieve a compromise rather than a win, i.e. to moderate any power fluctuation and strive for an equilibrium state.
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Polish Public Diplomacy and its Transformations
Straka, Daniel ; Knutelská, Viera (advisor) ; Karlas, Jan (referee)
This diploma thesis is a case study focused on Polish public diplomacy as a tool of foreign policy and its changes between 2005 and 2019. The way how public diplomacy is exercised in the Polish case is significantly influenced by two factors - the size of the country or rather its influence and its geographic location, which is closely connected with particular societal, political and economic features with relation to the country's history. The aim of the thesis is to find out what are the foundations of polish public diplomacy, how it has been changed within the studied period and what it tells us about public diplomacy as a tool of foreign policy and the possibility of domestic actors to influence it. There is a deep cleavage between the two main political parties, which have alternated in government since 2005, and their preferences in domestic and foreign policy. Based on the outputs of Polish public diplomacy in four spheres - nation branding, cultural diplomacy, historical diplomacy and communication channels - and in organizational framework, the thesis analyses the interconnection between public diplomacy and foreign policy and also the strategy of Polish public diplomacy, taking into account the alternation of governing parties.
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EU Soft Power in the Eastern Partnership countries: The Case of Ukraine
Shagivaleeva, Akime ; Tomalová, Eliška (advisor) ; Váška, Jan (referee)
SHAGIVALEEVA, Akime. EU Soft Power in the Eastern Partnership countries: the Case of Ukraine. 89 p. Mater thesis. Charles University, Faculty of Social Sciences, Institute of International Studies. Supervisor prof. Mgr. Eliška Tomalová, Ph.D. Abstract The thesis studies the EU as a soft power actor, seeking to analyse the way it is favouring soft power tools in its foreign policy, establishing the relations with the neighbouring countries and guaranteeing security across its borders. The research is aiming to prove that the soft power is a relevant approach and an effective foreign policy tool for the EU to persuade Eastern Partnership countries for closer cooperation. The topic is relevant for the EU security, prosperity and its role as a global political actor. The thesis makes a contribution to the debate, providing with the characterization of the theoretical concept of 'soft' and 'hard' power, description of the use of soft power by the EU, its sources and limits and the argumentation for the effectiveness and relevance of 'soft power' approach having studied how soft power sources are being applied. The thesis represents a qualitative research structured to investigate primarily the theoretical framework and further apply it onto the policy on regional level (Eastern Partnership states) and then more...
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The power of small states: A case study of Georgia (2004-2012)
Andrš, Vojtěch ; Aslan, Emil (advisor) ; Horák, Slavomír (referee)
This study focuses on use of foreign-policy power by Georgia on USA, EU member states and Russia during 2004-2012. In this period, Georgia wanted to enter into alliance with USA and EU states and gain access to Euro-Atlantic organizations, European Union and NATO. At the same time, Georgia wanted to reduce Russian influence on Georgian soil. After a few months of the new Georgian regime it was clear that the relation with its big neighbor will be difficult, mainly because of the two separatist republics on Georgian-Russian border, Abkhazia and South Ossetia. The aim of this study is to determine categories of power that Georgia used to achieve its goals. The study uses concepts of small state and power in international relations. Besides, it uses Nye's concept of soft and hard power. For influencing Western states Georgia chose the combination of soft and hard power. Soft power of Georgia has been mainly based on presentation of attractive values - pro-Western thinking a democracy - which should have attracted Western support. To a lower extent, foreign policy and culture were also used as sources of soft power. Georgia's hard power consisted of security importance and economic and political value of the country. In case of Russia, Georgia used only tools of hard power which included harsh rhetoric...
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Foreign tourism: a phenomenon of opening the Francoist regime
Patočka, Miroslav ; Tomalová, Eliška (advisor) ; Bauer, Paul (referee)
This bachelor's thesis deals with foreign tourism as a significant phenomenon of the Francoist regime. Despite its changing role throughout the regime, particularly manifested by a change of its propagandistic utilization in the early years towards the public diplomacy, tourism can be considered the most important instrument of soft power. It has been crucial not only for the economic development, but especially for the opening of Francoist Spain. Because of the interdisciplinary nature of tourism as such, this case study deals with a wide range of internal and international areas of economic, political and socio-cultural character, which had to be directly addressed by the tourism policies. The aim of this thesis is to study the impacts of foreign tourism and its state cultivation on the changes of the international status of Spain during the Francoist era. Its main focus will therefore be analysis of the development of tourism policies, linked to the concepts of visual promotion and structure of foreign tourists during this period. The study therefore concludes that the successful and extensive cultivation of foreign tourism, unique to the Franco regime, had significant impacts on legitimacy of the dictatorship in an international context. Foreign tourism has thus extensively contributed to the...
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Taiwan Scholarships as a Source of Soft Power
Šilhánová, Barbora ; Bečka, Jan (advisor) ; Sehnálková, Jana (referee)
Bachelor thesis "Taiwan Scholarships as a source of Soft Power" deals with the Taiwanese view of the concept of soft power, it introduces the scholarships offered to foreign students and finally assess the impact those scholarship have on their recipients. The core of the thesis is the research carried out by the author using semi-structured questionare and interview. The researched subjects were defined in advance as Czech students who went to one of Taiwan scholarships. The first chapter is an introduction to historical context of Taiwan's contemporary situation. It also describes the Taiwanese soft power interpretation and application in practise. The second chapter focuses on the Taiwanese scholarships offer for foreign students. The third chapter presents the foundings the research.
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Nation branding as a soft power building tool : the case of Germany
Felknerová, Petra ; Tomalová, Eliška (advisor) ; Jeřábek, Martin (referee)
This master thesis deals with the concept of nation branding and its application in German domestic and foreign policy as a soft power building tool. Nation branding is quite a new concept in the international relations that extends into many fields like public diplomacy, cultural diplomacy, marketing or public relations. With its assistance, states create a positive image which they promote to the foreign public in order to become more attractive and competitive at the international level. The thesis is divided into two parts. The first part creates a theoretical background for the analysis. It concentrates on defining the position of nation branding in the field of international relations and introduces the theory of competitive identity. The second part analyses the German nation image building while using the theory of competitive identity. Germany manages its image in two ways - via nation branding campaigns and via six dimensions of its competitive identity. Both ways as well as the German brand as a whole are properly analyzed and simultaneously their strengths and weaknesses are identified. The final part of the thesis summarizes the most important findings and draws the conclusion.
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Contemporary Cultural Diplomacy of France
Havlíčková, Kateřina ; Maslowski, Nicolas (advisor) ; Peterková, Jana (referee)
This thesis deals with the contemporary French cultural diplomacy. Its aim is to determine what are the factors shaping this area of French foreign policy to its current form and what amount of resources is the state dedicating to its soft power. For a better understanding of this issue the first chapter explains the concepts of public and cultural diplomacy, the issue of culture and its role in international relations and also the method of financing French cultural diplomacy. The thesis further analyses the activities of the French Institute in Prague as the most prominent cultural institution operating in the Czech Republic and Cinema 35 as its constituent part. Apart from such examples, also other instruments of French cultural diplomacy, such as the French Alliance, the French Research Center in Humanities and Social Sciences, Campus France and the French audiovisual policy are contributing to define the current form of French cultural diplomacy, and are therefore dealt with in the last chapter of this thesis.
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Cultural Diplomacy as an instrument of International Politics
Michlerová, Zuzana ; Lehmannová, Zuzana (advisor) ; Peterková, Jana (referee)
Cultural diplomacy has always been playing an important role in international relations. It is a phenomenon which has been becoming more and more actual recently and which has been permanently growing in significance. There is a huge probability that cultural diplomacy will play a crucial role in international relations of 21th century. This part of diplomacy should not be thus underestimated and it is certainly worthwhile to pay more attention to it. Significance of cultural diplomacy is growing in connection with the growth of importance of "soft power". The theory of "soft power" has been developed by Joseph S. Nye Jr. In his book Soft Power: The Means to Success in World Politics, Joseph S. Nye Jr. calls for strenghtening of intercultural dialog as a reaction on 11th September 2001.
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