Public and cultural diplomacy in European cities and states’ branding

• Authors: Szymon Ostrowski

Title variants

RU

Публичная и культурная дипломатия в брендинге европейских городов и государств

Abstracts

RU

Статья представляет собой попытку вписать идеи городской дипломатии и брендинга в теорию международных отношений. Кроме того, анализ двух западноевропейских и двух восточноевропейских городов - это возможность проанализировать шансы и угрозы, с которыми могут столкнуться как государства, так и города в процессе построения бренда. Основные вопросы, на которые отвечает статья: «Могут ли города использовать свои ресурсы и связи для публичной и культурной дипломатии?» и «Какое влияние на этот процесс оказывает фактор принадлежности города к в постсоветской стране или бывшем советском государстве-сателлите?». Можно сказать, что города способны к брендингу и ребрендингу, и они более гибкие, чем государства, которые не могут избежать некоторых аспектов своей идентичности. Разницы между западными и постсоветскими государствами нет. В исследованиях в качестве первоисточников использовались многочисленные рейтинги, статьи и анализы, которые позволяют охарактеризовать, насколько различаются образы Италии, Германии, Венгрии и Украины. Также в статье предпринята попытка определить, какова связь между брендом государства ибрендингом его городов.

EN

Article “Public and cultural diplomacy in cities’ branding” is a try to set ideas of city diplomacy and idea of branding into theory of international relations. Also, analysis of two West-European and two East-European cities is a chance to analyze chances and threats that both states and cities can encounter during a process of brand building. The main questions that article is answering are “Can cities use their resources and connections to make public and cultural diplomacy?” and “What influence on that process has factor of being a city in post-soviet country or former Soviet Satellite state?” It can be said that cities are able to brand and rebrand itself and they are more flexible than states that cannot run away from some aspects of its identity. In case of difference between western and post-soviet states, the difference is none. In research, numerous rankings, articles and analyses were used as a primary sources in order to characterize how different are images of Italy, Germany, Hungary and Ukraine. Also, paper tries to determine, what is relation between states brand and branding of its cities.

Keywords

EN

International relations; soft power; cultural diplomacy; public diplomacy; city diplomacy; nation branding; city branding

RU

международные отношения; мягкая сила; культурная дипломатия; публичная дипломатия; городская дипломатия; брендинг нации; брендинг города

• Publisher: Wydawnictwo Adam Marszałek
• Journal: Nowa Polityka Wschodnia
• Year: 2022
• Issue: 1(32)
• Pages: 31-43

Dates

published

2022

Contributors

author

Szymon Ostrowski

• Nicolaus Copernicus University in Toruń

• https://orcid.org/0000000235290365

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Identifiers

DOI

10.15804/npw20223202

Biblioteka Nauki

2043266