Media w aspekcie budowania świadomości marki narodowej. Wyzwania dla Ukrainy

• Authors: Tereszczuk Marina

Title variants

EN

Media Aspects of Nation Branding: Challenges for Ukraine

• Languages of publication: PL

Abstracts

EN

Developing coherent and comprehensive nation brand is of vital importance for Ukraine today. Building the strong nation brand requires active use of available tools and resources, amongst which one of the key places is occupied by the mass media. This article explores how Ukraine uses the trans-border media to create and represent self-image for the world. The mass media (such as television and internet) as well as governmental websites that are focused on promoting the image (brand) Ukraine abroad were analyzed. This paper concentrates on the key problems and disadvantages of this practice.

Keywords

EN

nation branding; mass media; internet; Ukraine

• Publisher: Księgarnia Akademicka
• Journal: Politeja : Pismo Wydziału Studiów Miedzynarodowych i Politycznych Uniwersytetu Jagiellońskiego
• Year: 2015
• Issue: 3(34/1)
• Pages: 215-228

Contributors

author

Tereszczuk Marina

• Uniwersytet Ekonomiki i Prawa „KROK” w Kijowie

References

• Anholt S., Competitive Identity. The New Brand Management for Nations, Cities and Regions, Basingstoke–New York 2007.
• Clemons L., Branding Texas. Performing Culture in the Lone Star State, Austin 2008.
• Fortunato J.A., Making Media Content. The Influence of Constituency Groups on Mass Media, Mahwah 2005.
• Haig M., Brand Royalty. How the World’s Top 100 Brands Thrive and Survive, London 2004.
• Hanna S., Rowley J., An Analysis of Terminology Use in Place Branding, „Place Branding and Public Diplomacy” 2008, Vol. 4, nr 1.
• Kapferer J.‑N., The New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term, London–Philadelphia 2008.
• Kotler P., Keller K., Marketing Management, New York 2006.
• Munar A.M., Challenging the Brand, [w:] taż, Tourism Branding. Communities in Action, Bingley 2009. „Public relations”, hasło w: Oxford Dictionaries, British & World English, [online] http://oxforddictionaries.com/definition/english/public‑relations.
• Światowa Służba Ukraińskiej Telewizji i Radia (Державна телерадіокомпанія Всесвітня служба „Українське телебачення і радіомовлення”), [online] http://utr.tv/channel.html.
• „Ukraine Today”, Media Group od Companies, [online] http://media.1plus1.ua/ua/group/broadcasting/Ukraine‑Today.
• Ukraine Today – YouTube, [online] https://www.youtube.com/user/UKRAINETODAYLive/about.
• Ukraine Today (@uatodaytv) – Twitter, [online] https://twitter.com/uatodaytv.
• Ukraine Today – Facebook, [online] https://www.facebook.com/uatodaytv.
• Ukraine Today – Google+, [onlone] https://plus.google.com/113708243625816482742/posts.
• Zahran G., Ramos L., From Hegemony to Soft Power. Implications of a Conceptual Change, [w:] Soft Power and US Foreign Policy. Theoretical, Historical and Contemporary Perspectives, red. I. Parmar, M. Cox, London–New York 2010.
• Блэк C., Паблик рилейшнз. Что это такое?, Москва 1989.
• Долженкова I., УТР. Welcome до „совка”!, Телекритика, 29 X 2014, [online] http://www.telekritika.ua/kontent/2014‑09‑29/98618.
• Макаренко Є.А., Трансформація зовнішньополітичної діяльності, „Актуальні проблеми міжнародних відносин: Збірник наукових праць” 2002, Vol. 36, nr 1.
• Тихомирова Є., Паблік рилейшнз у глобалізованому світі, Киев 2004.
• Про нас – Zik, [online] http://zik.ua/ua/about.

Identifiers

DOI

10.12797/Politeja.12.2015.34_1.11