Search results

1

Branding narodowy jako narzędzie budowania pozytywnego wizerunku państwa na arenie międzynarodowej

100%

Zakościelna A.

Krakowskie Studia Małopolskie

|

2017

|

vol. 22

131-144

EN

An important standpoint in national branding discourse is to draw attention to the fact that the international public, as well as each individual member, has certain associations connected with the countries, its inhabitants and national products. Connotations received over the years, which are strongly related to the upbringing in social groups, give us the opportunity to establish order, hierarchy, categorization and thus easier understanding of the world. The subjective interpretation of the mentioned factors and many others defined by Simon Anholt as “one million of private convictions” create country image which can be managed by the implementation of nation branding strategy.

2

Branding Grenlandii formą ekspresji tożsamości narodowej?

80%

Bartnik-Światek D.

Sprawy Narodowościowe

|

2015

|

issue 47

PL

Branding Greenland as a form of expression of national identity?In the times of globalisation there is a tendency for countries to differentiate from others. More and more governments decide to launch professional nation branding campaigns in order to communicate to a broad public what a particular country has to offer as well as what values and images it wants to be associated with. Greenland is an example of a country that after a long period of colonisation and establishing self-government, in 2009 began to redefine its identity and reveal it to the world. A branding campaign has been implemented to communicate a newly defined image of Greenland. This campaign has been carried out using mainly social media and the tools that the Internet has to offer. The aim of this paper is to explore the concept of nation branding and to define the relation between nation branding and national identity. The purpose is also to analyse what images of Greenland as a brand are presented by “Pioneering nation” campaign. Branding Grenlandii formą ekspresji tożsamości narodowej?W czasach globalizacji poszczególne państwa starają się wyróżnić na tle innych państw. Coraz więcej rządów decyduje się na przeprowadzenie profesjonalnych kampanii brandingowych, po to by podkreślić swoją wyjątkowość oraz to, że mają dużo do zaoferowania. Grenlandia to przykład państwa, które po długim okresie skolonizowania i po uzyskaniu autonomii w 2009 roku, zaczęło na nowo definiować swoją tożsamość i komunikować ją światu. W tym celu wdrożona została kampania, która wykorzystywała głównie media społecznościowe oraz inne narzędzia, które zapewnia internet. Celem niniejszego artykułu jest zbadanie zależności między brandingiem narodowym a tożsamością narodową, jak też analiza obrazu Grenlandii jako marki konstruowanej w kampanii „Pioneering nation”.

3

Sports Diplomacy of Norway

80%

Kobierecki M. M.

International Studies. Interdisciplinary Political and Cultural Journal

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2017

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vol. 20

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issue 1

131-146

EN

Norway is perceived as a country with a clear international identity. The aim of the article is to investigate the sports diplomacy of Norway and to examine its influence on the international brand of this country. The author will define the term “sports diplomacy” and attempt to outline the strategy of Norway’s public diplomacy; an analysis of the methods used in Norwegian sports diplomacy will follow. The main hypothesis of this paper is that sports diplomacy only plays a subsidiary role in Norwegian nation branding.

4

Media w aspekcie budowania świadomości marki narodowej. Wyzwania dla Ukrainy

80%

Tereszczuk M.

Politeja : Pismo Wydziału Studiów Miedzynarodowych i Politycznych Uniwersytetu Jagiellońskiego

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2015

|

issue 3(34/1)

215-228

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.

5

Branding Grenlandii formą ekspresji tożsamości narodowej?

80%

Bartnik-Światek D.

Sprawy Narodowościowe

|

2015

|

issue 47

EN

Branding Greenland as a form of expression of national identity?In the times of globalisation there is a tendency for countries to differentiate from others. More and more governments decide to launch professional nation branding campaigns in order to communicate to a broad public what a particular country has to offer as well as what values and images it wants to be associated with. Greenland is an example of a country that after a long period of colonisation and establishing self-government, in 2009 began to redefine its identity and reveal it to the world. A branding campaign has been implemented to communicate a newly defined image of Greenland. This campaign has been carried out using mainly social media and the tools that the Internet has to offer. The aim of this paper is to explore the concept of nation branding and to define the relation between nation branding and national identity. The purpose is also to analyse what images of Greenland as a brand are presented by “Pioneering nation” campaign. Branding Grenlandii formą ekspresji tożsamości narodowej?W czasach globalizacji poszczególne państwa starają się wyróżnić na tle innych państw. Coraz więcej rządów decyduje się na przeprowadzenie profesjonalnych kampanii brandingowych, po to by podkreślić swoją wyjątkowość oraz to, że mają dużo do zaoferowania. Grenlandia to przykład państwa, które po długim okresie skolonizowania i po uzyskaniu autonomii w 2009 roku, zaczęło na nowo definiować swoją tożsamość i komunikować ją światu. W tym celu wdrożona została kampania, która wykorzystywała głównie media społecznościowe oraz inne narzędzia, które zapewnia internet. Celem niniejszego artykułu jest zbadanie zależności między brandingiem narodowym a tożsamością narodową, jak też analiza obrazu Grenlandii jako marki konstruowanej w kampanii „Pioneering nation”.

6

Kampania promocyjna w kreowaniu marki kraju na przykładzie Brazylii

80%

Oślizło M.

Nauki o Zarządzaniu

|

2015

|

issue 1 (22)

36-53

EN

The article introduces the concept of nation branding (according to W. Olins model) together with the use of Integrated Marketing Communication tools in building a positive country image. The article shows the results of the research on influence of promotional campaign in the creation of nation brand (case study of Brazil and “The World meets in Brazil. Come celebrate life” campaign). The research was based on experiment which was verifying the influence of using the incentive on respondents.

7

Historical Narrative and Tradition as Instruments of Creating the Image of the State on the International Arena: The Case of Kazakhstan

80%

Waśkiel T.

Historia i Polityka

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2019

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issue 30 (37)

43-63

EN

The article aims to explain the relationships between the official historical narrative (politics of memory) and the image of the state on the international area (nation branding). The analysis was based mainly on the Kazakh cinematography and the Kazakh TV station programs. I argue that the official historical narrative may contribute to the change of Kazakhstan perception on the international area. Politics of memory aims at highlighting the selected historical periods and concealing others. Kazakhstan elites are trying to emphasize the recent history, modernization and economic successes of the state after 1991. The pre-Soviet history is also strongly accentuated, and the historical continuity of the Kazakh nation (or even its statehood) from the end of the 15th century is highlighted. The politics of memory also aims at retraditionalization, i.e., the traditional lifestyle of nomads is widely publicized. On the other hand, the period of Russian and Soviet rule, painful events in the history of the twentieth century, are omitted or even concealed. Such a manner of conducting politics of memory may change the image of Kazakhstan, from the post–Soviet state to a modern one, modernized but at the same time nomadic, with a rich tradition.

8

Znaczenie mediów w strategicznej komunikacji zewnętrznej państwa – szkic teoretyczny

80%

Szymańska A.

Zeszyty Prasoznawcze

|

2014

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vol. 57

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issue 2

273-292

EN

According to the Joseph S. Ney’s soft power concept, in the audiovisual era grows the significance of the non-material elements of a state’s power and the perception of the state in the international circles based on its image. Governments of numerous countries create specific promotional strategies within which different types of communication tools are applied, including the Public Relations tools with a special emphasis of the media relations and event marketing and also the Nation Branding and Public Diplomacy. The tasks of the government is then first of all to establish a relevant direction of proceedings and then to coordinate the activities of all of the entities which participate in the implementation of the country’s promotional strategy

9

W poszukiwaniu źródeł mi ędzynarodowej atrakcyjności Szwecji Wymiar kulturowy

70%

Kobierecka A., Kobierecki M.

Politeja : Pismo Wydziału Studiów Miedzynarodowych i Politycznych Uniwersytetu Jagiellońskiego

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2017

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issue 48

241-256

EN

The aim of the article is to investigate the selected ways by which Sweden shapes its international attractiveness using culture. The research is empirical and is directed at verification of hypotheses stating that culture should be regarded as an important factor of shaping Sweden’s brand and that the chain of IKEA stores is an extraordinary channel of enhancing Sweden’s national brand with the use of culture. The others that are worth mentioning are the Swedish Institute and the website sweden.se.

10

The negative implications of Russia’s doping scandal on the country’s international image

70%

Kobierecka A., Kobierecki M. M.

Eastern Review

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2019

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vol. 8

161-182

EN

In December 2014, Russia was accused of developing a state-organized doping system in the second decade of the twenty-first century. The scandal resulted in many Russian athletes being banned from competing in the Olympics in Rio in 2016 and the IOC’s suspension of the Russian National Olympic Committee prior to the 2018 Winter Olympics in PyeongChang. The research presented in this article aims to answer the research question of whether the doping scandal actually affected the international image of Russia. The research was conducted with the use of frame analysis of public discourse. The hypothesis to be tested states that the Russian doping scandal contributed to the intensification of a negative external image of this state.

11

„Branding Tschechien“. Public Diplomacy und Nation Branding als Instrumente der Außenpolitik

70%

Waisová Š., Cabada L.

Przegląd Europejski

|

2016

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vol. 2016 (39)(1)

84-106

DE

The article develops the traditional theoretical framework of public diplomacy, used in international relations since decades, into the new approach – the nation branding. The nation branding became very popular practice within the public diplomacy and more general “applied foreign cultural policy” in the last two decades. The development of new communication tools such as the Internet and social networks challenged the public diplomacy approaches and brought search for new communication tools the state can use towards the public of other states. Our analysis focus on the Czech example that is incorporated into more general East-Central European frame.

12

Krusevo- pomiędzy świętym miastem macedońskiego nacjonalizmu a pierwszym "etnomiastem" w Europie

61%

Majewski P.

Lud

|

2015

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vol. 99

161-184

EN

This article consists of three parts. In the fi rst, I describe stages of the modern nation building process by the Macedonian Slavs that has continued since the second half of the twentieth century until this day. I argue that Macedonian nationalism that was aimed at creating a new Slavic nation, could not have been successful without support from socialist Yugoslavia. Along with the disintegration of socialist order, a multifarious process of reconstruction of the most important Macedonian identity discourses occurred. As a result, a part of political and intellectual elites set out to persuade Macedonians that the beginnings of their community are rooted in antiquity. Like their communist predecessors, they reconstruct the image of the Macedonian ‘ideological homeland’ by means of architectural memory carriers. However, I will present in the last part of my article, that their activities could be interpreted as a new way of thinking about the identity of a national community. The contemporary policy of managing the cultural landscape executed by the Macedonian authorities is not only one element of nationalist ideology, but also constitutes an attempt to create a ‘nation brand’ that would contribute to Macedonian recognisability and competitiveness globally. Kruševo, which is considered the ‘sacred’ town of Macedonian nationalism, constitutes a good example to observe the functioning of such processes.

13

Re-framing Serbian identity within a global imaginary: Nation building through the Belgrade Waterfront project

61%

Tournois L.

Political Preferences

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2022

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vol. 30

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issue 2

5-30

EN

The Belgrade Waterfront real estate development project has attracted a considerable amount of interest among scholars from various disciplines in a short period of time. Nevertheless, these works are limited in scope. This paper draws upon existing literature on nation building by first contextualizing it before adding insights from party strategies and cultural studies (with a particular focus on identity issues) research streams. It thus aims to contribute to the nascent debate about how the new ruling elite of Serbia uses such urban projects to emancipate from the nationalist rhetoric and supporting symbols of the 1990s. The main argument of this paper is that state narratives, media coverage and branded icons of Belgrade Waterfront illustrate political regime’s switch to the global to contain the national in order to build and publicize its own ‘revitalized’ idea of the nation and legitimize its take on power. The underlying strategy consists in manipulating individuals’ preferences by marginalizing opposition parties. The research design relies on a multi-method approach crossing participant and ethnographic observation over a period of 7 years, as well as a critical analysis of the Serbian regime’s discursive strategies and project’s branding efforts using an original visual material.

14

The role of sports and music in public diplomacy: the case of Kosovo

61%

Hajdari L.

Przegląd Europejski

|

2019

|

vol. 2019(3)

189-203

EN

Rola sportu i muzyki w dyplomacji publicznej na przykładzie Kosowa Niniejszy artykuł omawia wpływ sportu i muzyki na dyplomatyczną pozycję Kosowa. Mimo, że Kosowo jest młodym państwem, które stara się o uznanie polityczne i dopiero buduje relacje dyplomatyczne, to już zyskało popularność dzięki światowym sukcesom jego obywateli w sporcie i muzyce. Analiza międzynarodowych mediów wykazała, że istnieje znaczna korelacja między sukcesem poszczególnych osób w zmianie podejścia dyplomatycznego wobec Kosowa a redefinicją ograniczeń wobec jego obywateli. Ponadto, liczne sukcesy we wspomnianych dziedzinach przyczyniły się do poprawy wizerunku państwa na arenie międzynarodowej. Na przykładzie Kosowa zaprezentowano w jaki sposób dyplomacja sportowa i kulturalna odniosła większy sukces niż dyplomacja klasyczna.

15

Tożsamość narodowa i międzynarodowa w kontekście polskiej prezydencji w Unii Europejskiej. Ujęcie konstruktywistyczne

61%

Bógdał-Brzezińska A., Budziszewska A.

Myśl Ekonomiczna i Polityczna

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2011

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issue 4(35)

124-141

EN

The issue of identity is one of key categories within social sciences, and in view of international relations, it acquires both functional and theoretical value. In international relations theory, the position of conceptual trends investigating national and state-national identity has been consolidated since the quarter of the last century, which may result from, inter alia, a renaissance of social interest in finding an answer to such questions as: who am I, what do I identify with, and what community do I associate my interests with. Own characteristics, views, aspirations, needs and interests are developed within identifications processes, which is indirectly reflected in created institutions, social order, political and economic systems1. However, it should be understood that a historical change implies an identity change as it is modelled according to metamorphoses, which a state’s surroundings undergo. Identity is also worth being considered as a relation between a historically determined set of values and the process of individuals becoming subjectively conscious of them. As a result, a sense of collective identity is a sense of belonging to a community, even if it is based on ideas. As a rule, two aspects of collective identity are developed with the participation of political institutions: signs of solidarity among community members and clearly distinguished and consolidated borders with the external world.

16

Nation Branding through Internationalization of Higher Education: A Case Study of African Students in South Korea

61%

Park J. K., Kim Y. D., DeMatteo K.

The New Educational Review

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2016

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vol. 45

52-63

EN

This study focuses on the effect that internationalization of higher education has on the nation branding of South Korea. To better understand the role that international students in higher education play in nation branding, research is needed on the actual experiences of international students in the country. In this study, current and former African university students’ experiences living and studying in South Korea are investigated. This study, therefore, uses the nation branding framework within the context of South Korea and the role of higher education as an image enhancement strategy geared toward global public inclusion; its focus is on the experiences of African students. In order to obtain multiple perspectives on African student experiences, a survey was conducted using a questionnaire. The empirical evidence obtained in this study demonstrates that African students’ experiences in South Korea are relevant in their perceptions of the host country. The results suggest the positive impact that the South Korean government has on improving the country’s image through encouragement of internationalization of higher education, especially among African students who come to the country for their tertiary education.

17

Promocja miasta, państwa i idei – „zielona” ceremonia otwarcia IO Rio 2016 w przekazach medialnych na świecie

51%

Sajna R.

Zeszyty Naukowe KUL

|

2018

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vol. 61

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issue 2

321-332

EN

Olympic Games are not only global sport events, but also a great opportunity to brand cities and countries that host sportsmen and sportswomen from around the world, and to promote ideas. The opening ceremony of the Rio Olympics 2016 was full of “green” (ecological) messages and symbols, beside of presented cultural, historical and environmental values of Brazil. In this article some effects of a content analysis of media (opinion newspapers on-line) from 30 countries from different continents were presented to answer the question: how the global media coverage could serve to promote Rio de Janeiro, Brazil and the idea of the sustainable development.

PL

Igrzyska olimpijskie są nie tylko globalnym wydarzeniem sportowym, ale także doskonałą okazją do promocji miast i państw, goszczących sportowców z różnych stron świata, oraz idei. Ceremonia otwarcia Olimpiady Rio 2016 zawierała – obok prezentacji walorów kulturowych, historycznych i środowiskowych Brazylii – proekologiczne przesłanie i wiele „zielonych” symboli. W niniejszym artykule zaprezentowano efekty analizy zawartości mediów (dzienników opiniotwórczych on-line) z 30 państw z różnych kontynentów w celu odpowiedzi na pytanie, w jaki sposób przekazy medialne na świecie służyć mogły promocji Rio de Janeiro, Brazylii oraz idei zrównoważonego rozwoju.

18

„Branding Tschechien“. Public Diplomacy und Nation Branding als Instrumente der Außenpolitik

51%

Cabada L., Waisová Š.

Przegląd Europejski

|

2016

|

issue 1(39)

84-107

EN

The article develops the traditional theoretical framework of public diplomacy, used in International relations since decades, into the new approach – the nation branding. The nation branding became very popular practice within the public diplomacy and more general „applied foreign cultural policy” in the last two decades. The development of new communication tools such as internet and social networks challenged the public diplomacy approaches and brought search for new communication tools the state can use towards the public of other states. Our analysis focus on the Czech example that is incorporated into more general East-Central European frame.

PL

Niniejszy artykuł rozwija tradycyjne ramy teoretyczne dyplomacji publicznej, od dawna stosowane w stosunkach międzynarodowych, proponując nowe podejście: budowanie marki narodowej. W ciągu ostatnich dwudziestu lat budowanie marki narodowej stało się popularnym sposobem działania w ramach dyplomacji publicznej i szerzej ujętej „stosowanej zagranicznej polityce kulturalnej”. Rozwój nowych narzędzi komunikacji, takich jak Internet i sieci społecznościowe, stał się wyzwaniem dla dotychczasowych podejść do dyplomacji publicznej i sprowokował poszukiwanie nowych narzędzi, których państwo może używać w stosunku do opinii publicznej w innych państwach. Nasza analiza skupia się na przypadku Czech, które wpisują się w szersze ramy Środkowoeuropejskie.

19

Public and cultural diplomacy in European cities and states’ branding

41%

Ostrowski S.

Nowa Polityka Wschodnia

|

2022

|

issue 1(32)

31-43

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.

20

The role of sports and music in public diplomacy: the case of Kosovo

41%

Hajdari L.

Przegląd Europejski

|

2019

|

issue 3(53)

189-203

EN

This article elaborates the influence of sports and music on the diplomatic position of Kosovo. Despite being a new country and struggling with political recognition and diplomatic relations, Kosovo has gained popularity through the global success of its citizens in sports and music. An analysis of international media has shown that there is a significant correlation between the success of individuals in changing diplomatic approaches towards Kosovo and redefinition of constraints towards its citizens. Moreover, the image of a country built through success stories of individuals has a significant effect on the general international public and has changed the negative perception of the country. Kosovo here is used as an example to illustrate how sports and cultural diplomacy have been more successful than classical diplomacy.

PL

Niniejszy artykuł omawia wpływ sportu i muzyki na dyplomatyczną pozycję Kosowa. Mimo, że Kosowo jest młodym państwem, które stara się o uznanie polityczne i dopiero buduje relacje dyplomatyczne, to już zyskało popularność dzięki światowym sukcesom jego obywateli w sporcie i muzyce. Analiza międzynarodowych mediów wykazała, że istnieje znaczna korelacja między sukcesem poszczególnych osób w zmianie podejścia dyplomatycznego wobec Kosowa a redefinicją ograniczeń wobec jego obywateli. Ponadto, liczne sukcesy we wspomnianych dziedzinach przyczyniły się do poprawy wizerunku państwa na arenie międzynarodowej. Na przykładzie Kosowa zaprezentowano w jaki sposób dyplomacja sportowa i kulturalna odniosła większy sukces niż dyplomacja klasyczna.

Refine search results

Branding narodowy jako narzędzie budowania pozytywnego wizerunku państwa na arenie międzynarodowej

Branding Grenlandii formą ekspresji tożsamości narodowej?

Sports Diplomacy of Norway

Media w aspekcie budowania świadomości marki narodowej. Wyzwania dla Ukrainy

Branding Grenlandii formą ekspresji tożsamości narodowej?

Kampania promocyjna w kreowaniu marki kraju na przykładzie Brazylii

Historical Narrative and Tradition as Instruments of Creating the Image of the State on the International Arena: The Case of Kazakhstan

Znaczenie mediów w strategicznej komunikacji zewnętrznej państwa – szkic teoretyczny

W poszukiwaniu źródeł mi ędzynarodowej atrakcyjności Szwecji Wymiar kulturowy

The negative implications of Russia’s doping scandal on the country’s international image

„Branding Tschechien“. Public Diplomacy und Nation Branding als Instrumente der Außenpolitik

Krusevo- pomiędzy świętym miastem macedońskiego nacjonalizmu a pierwszym "etnomiastem" w Europie

Re-framing Serbian identity within a global imaginary: Nation building through the Belgrade Waterfront project

The role of sports and music in public diplomacy: the case of Kosovo

Tożsamość narodowa i międzynarodowa w kontekście polskiej prezydencji w Unii Europejskiej. Ujęcie konstruktywistyczne

Nation Branding through Internationalization of Higher Education: A Case Study of African Students in South Korea

Promocja miasta, państwa i idei – „zielona” ceremonia otwarcia IO Rio 2016 w przekazach medialnych na świecie

„Branding Tschechien“. Public Diplomacy und Nation Branding als Instrumente der Außenpolitik

Public and cultural diplomacy in European cities and states’ branding

The role of sports and music in public diplomacy: the case of Kosovo