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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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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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Digital diplomacy and corporate identity of state administration of the Czech Republic
Gonšenicová, Jana ; Mikeš, Jiří (advisor) ; Peterková, Jana (referee)
This diploma thesis focuses on a very modern part of public diplomacy and state communication concerning digital technologies and online information transmission using Internet tools. Digital media is currently the most effective way for all countries to reach out to the general public and build their positive image. It is therefore necessary to underline the national identity as such, because it is key to effective foreign policy and the achievement of its goals. This is inevitably linked to the corporate identity, which is one of the most important tools for this purpose. The practical part is devoted to issues of corporate identity of the state administration and the Czech Republic abroad. The aim of this diploma thesis is to analyze individual visual styles and websites of ministries to point out that Czech digital diplomacy is characterized by a low level of strategic approach and coordination. Furthermore, there are additional recommendations for changes and proposals of own logotypes for ministerial departments and the official and the tourist logo of the Czech Republic.
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Poland as a brand (perception of Poland among young generation)
Mydlová, Michaela ; Tahal, Radek (advisor) ; Koudelka, Jan (referee)
The master thesis is focused on the perception of Poland as a brand among university students. The aim of the master thesis is an analysis of Poland in terms of image and identity of the country perceived by university students. The theoretical part is concentrated on nation branding as a key concept for building a nation brand. The practical part contains analysis of secondary data from rating indexes, researches about perception of Poland, national and media campaigns. The primary research included qualitative and quantitative methods to explore the perception of Poland, general image, stereotypes, opinions and attitude toward Polish products and services. The research was carried out among Polish and Czech university students.
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The Czech Republic as country of origin of products – concentrated on chosen segment
Naisarová, Jana ; Olšanová, Květa (advisor) ; Horáková, Miroslava (referee)
This thesis is divided into theoretical and application part. The theoretical part includes an introduction to subject of country of origin and terminology. The application part implements the discovered findings in the context of the Czech Republic and chosen segment. The essential objective of this thesis is introducing the concept of Country of Origin as one of the key elements defining consumer behaviour. Another goal is to find an attractive segment for successful branding of the Czech Republic, while drawing benefits from the use of the country of origin by companies. This thesis also analyses the impact of country of origin on the marketing strategies of selected companies and the image of the Czech Republic as country of origin of products in chosen segment. The output of this theses are adjustments recommendations of communication of the Czech Republic, as the country of origin of the goods of the chosen segment.
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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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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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