Uloga sporta u brendiranju i promociji države: primjer Republike Hrvatske

master's thesis

• Title (english): The Role of Sport in Branding and Promoting a State: The Case of the Republic of Croatia
• Author: Ana Hlača
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-02-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Sport je oduvijek bio povezan s međunarodnom politikom i diplomacijom, ali i s kulturom i nacionalnim identitetom. Sportska diplomacija kao dio javne diplomacije rabi sport za promoviranje i postizanje ciljeva u vanjskoj politici. Unatoč važnosti sporta, posebno sportske diplomacije u suvremenim međunarodnim odnosima, u hrvatskim je akademskim krugovima znanstveno područje sporta i sportske diplomacije još uvijek u povojima, čemu svjedoči veoma oskudan broj objavljenih radova i knjiga. Vodeći se primjerima drugih država i shvaćajući ispremreženost sporta i diplomacije u globalnom svijetu, u ovome je diplomskom radu prikazana uloga sporta u promociji i brendiranju države na primjeru Republike Hrvatske. Nadalje, rad se bavi važnošću brendiranja država u suvremenim međunarodnim odnosima te ulogom i mogućnostima javne i sportske diplomacije u tim procesima. Nacionalnim brendiranjem države postižu gospodarski i politički uspjeh te posljedično jačaju politički, ekonomski i kulturni utjecaji države. Javna diplomacija kao komunikacijski proces, temelj je brendiranja države i promoviranja ideala, vrijednosti i kulture pojedine države. Javna i sportska diplomacija važni su komunikacijski kanali, kojima države mogu prenijeti poruke osmišljene u procesu nacionalnog brendiranja u svijet. Svrha rada jest i procijeniti korisnost sportske diplomacije kao važnog elementa javne diplomacije u suvremenom društvu te ponuditi konceptualni okvir sportske diplomacije. Povezivanjem teorije i konkretnih primjera, prikazano je u kojoj mjeri uspjesi hrvatskih sportaša pomažu promociji i stvaranju prepoznatljivosti Hrvatske u međunarodnim odnosima. Kroz usporedbu s inozemnim primjerima uspješnog brendiranja država putem sporta, prikazana je važnost sporta i sportskih natjecanja u stvaranju reputacije i imidža države, a sportaši su prikazani kao diplomati kojima se vjeruje.

Abstract (english)

Sport has always been associated with international politics and diplomacy, but also with culture and national identity. Sports diplomacy, as part of public diplomacy, uses sports to promote and achieve foreign policy goals. Despite the importance of sports, especially sports diplomacy in contemporary international relations, the scientific field of sports and sports diplomacy is still in its infancy in Croatian academic circles, as evidenced by the very scarce number of published papers and books. For this reason, following the examples of other countries and understanding the intersection of sports and diplomacy in the global world, this review paper outlines the role of sports in promoting and branding the country in the example of the Republic of Croatia. Furthermore, the paper deals with the importance of state branding in contemporary international relations along with the role and opportunities of public and sport diplomacy in these processes. The national branding of the country achieves economic and political success as well as stronger political, economic, and cultural influence of the state. Public diplomacy as a communication process is the basis for branding states and promoting the ideas, values, and culture of individual countries. Public and sports diplomacy are important communication channels, for presenting messages designed in the national branding process to the world. The purpose of this paper is to evaluate the usefulness of sports diplomacy as an important element of public diplomacy in contemporary society and to offer a conceptual framework for sports diplomacy. By linking theory and concrete examples, it demonstrates the extent to which Croatian athletes' successes help promote and create Croatia's recognition in international relations. The importance of sports and sporting competitions in creating the reputation and image of the state is presented through the comparison with foreign examples of successful branding of states through sports and the athletes are portrayed as trusted diplomats.

• Keywords: : brendiranje; imidž države; nacionalni identitet; sport; sportska diplomacija
• Keywords (english): branding; country image; national identity; sports diplomacy; sport
• Language: croatian
• URN:NBN: urn:nbn:hr:114:316575
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2020-11-16 10:42:22