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A case study on public diplomacy and nation branding - the Czech center in New York City
Richter, Daniel ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The bachelor thesis "A case study on public diplomacy and nation branding - the Czech center in New York City" focuses on the activities of Czech Centers, specifically the Center in New York, in communicating the objectives of the Czech Republic's foreign policy and building a positive image of the country amongst the foreign public. In the introductory theoretical part with the definition of the terms, public diplomacy and nation branding, it summarizes the mission, history and development of the Czech Centers and describes the government's concept of a unified foreign presentation of the Czech Republic. It also recalls the history of the New York Czech Center. The practical part is based on the author's research on a sample of the American and Czech public about their awareness of the existence of the Czech Centers, or the Czech Center in New York, and their preferences and recommendations regarding its program offerings. The author confronts these findings with the actual program of the New York Center. The thesis also focuses on the actual communication with the target groups of the New York Czech Center, drawing on published documents and interviews with representatives of the Czech Centers. The findings are summarized in an analysis, based on which the author presents brief recommendations...
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A case study on public diplomacy and nation branding - the Czech center in New York City
Richter, Daniel ; Klabíková Rábová, Tereza (advisor) ; Konrádová, Marcela (referee)
The aim of this bachelor thesis is to determine the success of the Czech Center in New York in public diplomacy and nation branding. The thesis is divided into 5 parts and a conclusion. The main objective of the thesis was to find out the mission of the Czech Center and then to follow this up with research on whether it is successful in its activities. The thesis notes the development of the Czech Centers in general and the specifics of center in New York, then discusses the economic situation. Mainly the thesis notes what the most important activities of the centre are. I worked with sources from the Czech Centrers directly (interviews with the Director General of the Czech Centres and the Director of the Czech Center in New York), as well as with professional literature or news reports. A large part of the work also consists of research. There I found out from both Czech and American respondents what they would like to see in at a Czech Center. Then, by comparing these results with other information found, I can say whether the Czech Center in New York is effective and add short recommendations for their communication.
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