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Journalistic Perspectives on Nordic Identity in Estonia
Niiler, James Viking ; Shavit, Anna (advisor) ; Turková, Kateřina (referee)
Since its restoration of independence in 1991, Estonia has sought to include itself in the Nordic region (Norden) to boost its international reputation and promote its geopolitical interests. However, Estonia's inclusion within Norden is questionable and controversial despite its historical and cultural links to the region. For this Thesis, I conduct a qualitative case study, performing semi-structured interviews with six leading Estonian journalists to ascertain the state of Estonia's national identity vis-à-vis the Nordic region. Contextualizing these interviews by drawing on contemporary history and theories of nation branding, agenda-setting, and constructionism, I conclude that, due to current social and economic factors, Estonia cannot be considered a "Nordic country" at this time. However, Estonia undoubtedly lies within the Nordic region's sphere of influence and is on track for further integration with Norden, due to both internally generated reforms and external geopolitical pressures. Keywords Estonia, national identity, Nordic, journalism, agenda-setting, constructionism, nation branding
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Media-facilitated Nation Branding: the Case Study of Brave Ukraine
Kazymyr, Daria ; Švecová, Martina (advisor) ; Jarolímková, Zuzana (referee)
This thesis paper discusses the application of nation branding through the realm of political communication. With the confluence of adept players and global perspectives across the communication, political, and media fields, the prominence of modern-day practices such as nation branding has taken on greater significance. Effective media management tactics also redefined the possibilities of public diplomacy, empowering nations to promote their ideas and beliefs on both national and international scales. The main goal of this research, therefore, is to highlight the pivotal role of countries crafting their public image for foreign audiences and the immense potential of the usage of various communication means and mediums to amplify the impact of their efforts. Another objective is to discuss the role of digital media when setting the country's politically-aligned public image. The case of Ukraine is offered to the readers as a comprehensive analysis of its nation branding campaign Brave Ukraine, encompassing an evaluation of its objectives, content, and execution. The empirical study of the effectiveness of this campaign on its foreign audiences, which was researched through a series of in-depth interviews, offers valuable insights into the interplay between a nation's public image, digital media,...
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Cinema as a Tool of Nation Branding Strategy: A Case Study of Georgia
Razinkova, Ekaterina ; Brisku, Adrian (advisor) ; Asavei, Maria Alina (referee)
In pursuit of a competitive advantage in a globalised world, the development of a credible and appealing country's image gathers momentum. In this regard, a pivotal role is assigned to nation branding, which is graduallybecoming a notable constituent of both foreignand domestic policies.In praxis,this concept incorporates different tools,one of the most potent being national cinema. Within the post-Soviet space, the implementation of nation branding strategies is relatively novel yet promising in terms of reputational enhancement. The submitted thesis examines the correlation between the concepts of nation branding and national cinema from the instrumentalist perspective appliedtothe case study of Georgia.Based on theoretical and methodological grounding, the study provides an analysis of selected pieces of contemporary Georgian national cinema in terms of their contributionto the development of the country's brand. It was found that in the context of nation branding Georgian national cinema revealed itself as an illustrative and accessible medium that covers and represents both Western-oriented and traditional aspects of the country's national brand. There was established a modest leaning towards the more frequent representation of the latter. However, to become a more solid instrument in terms of...
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Nation Branding of Middle East Countries: The case of Saudi Arabia
Kolská, Martina ; Soukeník, Štěpán (advisor) ; Shavit, Anna (referee)
Changing a country's image is a complex process requiring long-term strategic effort. Nation brands are influenced by a wide range of external influences possibly causing negative images or stereotyping. Thus, regarding states, rebranding is often used to redefine the generally perceived image. Nonetheless, the image of a state is deeply rooted and cannot be changed by marketing tools and communication alone. Noticeable changes and policy actions are needed to create a strong communication basis for the development of a nation branding strategy. Countries generally having reputation problems are often non-democratic and the growth of their brand tends to be limited. The Middle East frequently faces negative image and stereotyping. At the same time, nation branding receives vast attention, effort and budgets there. Saudi Arabia launched its nation rebranding strategy by presenting the Vision 2030 document. This paper aims to determine the extent of nation branding multidisciplinarity in the Saudi context. A combination of a quantitative analysis of national branding indexes and semi-structured expert interviews is chosen. Nation branding in Saudi Arabia has experienced moderate growth, considerable professionalization, and the first strategic achievements of the Vision 2030 plan. On the contrary,...
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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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Soft power and Nation branding of South Korea: A Case Study of Korean activities in the Czech Republic
Chyňavová, Anna ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The aim of this Diploma Thesis is to explore dynamic development and tendencies of South Korea, focusing mainly on ambitions exhibited in recent decades. By using and defining concepts such as soft power, nation branding and middle power, which are rather new in the academic sphere, the following chapter applies the theoretical background directly on South Korean motives and achievements in terms of positioning itself as a significant player in an international sphere and becoming a country of high repute. This Thesis describes resources, instruments and key agents of soft power, contextualizing important happenings by adding historical or cultural circumstances. These findings serve as the base for the following case study focusing on South Korean soft power in the Czech Republic. To answer the main question of this Thesis, to what extent is South Korea successful in building its positive reputation in the Czech Republic, the qualitative content analysis is used for exploring the content of selected media. Overall findings show that South Korea is mostly reflected in positive light there, especially in connection with advanced technologies, innovations and strong commercial brands. The progress of maintaining the country's good reputation demonstrates the comparison of two periods eleven years...
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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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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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Environmental aspects in the context of the media coverage of the Czech Repuvlic's cultural herigage and its presentation
Baranova, Alexandra ; Reifová, Irena (advisor) ; Nečas, Vlastimil (referee)
This thesis deals with the representation of the natural environment in branding the Czech Republic on the domestic and global market. The aim was to find out how the visual and textual content of CzechTourism information and promotional materials contributes to this and how the representation of nature characterizes the Czech Republic as a cultural tourism destination. The evaluation was based on qualitative analysis. Textual content was analysed using the grounded theory method, selected photographs were subjected to semiotic analysis. The result shows that the Czech Republic is presented through CzechTourism brochures as a country that is a harmonious combination of natural treasures and historical monuments. The Czech Republic seems to be a tourist destination, after a visit to which a change of personality occurs: not only does one's physical and emotional state improve, but also one reflects on a number of issues such as the perception of spiritual values, awareness of oneself as a Czech citizen (for local residents), gaining new knowledge about the history of the Czech state (for foreign tourists). This work can serve as a basis for further research, e.g. building a country's brand through CzechTourism's social media presence. It would also be interesting to find out whether the content of...
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Analysis of coherence of sports diplomacy in comparison with Hungary
Ebertová, Tereza ; Doktor, Martin (advisor) ; Janák, Vladimír (referee)
Title: Analysis of coherence of sports diplomacy in the Czech Republic in comparison with Hungary. Objectives: The aim of the bachelor's thesis is based on the information obtained and analyzes to find out how institutions in the Czech Republic and Hungary use the organization of large sporting events to present in the field of sports diplomacy. Methods: The bachelor's thesis used qualitative methods, which were used to obtain the necessary data. It was both an analysis of secondary data, which was performed from internal sources, which were provided for the purposes of this work, and unstructured interviews, which were used to communicate with selected members of the Czech and Hungarian Olympic Committees. All these methods were finally completed and the collected data were applied to the comparative analysis. Results: The results of the work prove the high degree of presentation of the state brand through the organization of an international sporting event in both cases of EYOF. At the same time, the results show that Hungary was able to use more elements than the Czech Republic to present its brand. However, in none of the examined cases was the maximum use of all aspects included in the comparison for the presentation of the state brand. Keywords: sport diplomacy, nation branding, partaker,...
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