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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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