ULOGA JAVNE DIPLOMACIJE U KREIRANJU KONKURENTNOG IDENTITETA DRŽAVE – KRALJEVINA DANSKA

professional thesis

• Author: Damir Gašparović
• Mentor: Božo Skoko (mentor)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-11-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Svijet je danas jedno tržište i globalna politička arena. U takvim okolnostima globaliziranog svijeta svaka država, regija ili grad natječu se sa svima ostalima kako bi ostvarili određene ciljeve, bilo da se radi o natjecanju za naklonosti svjetskih potrošača, privlačenju stranih ulaganja, znanja i kvalificirane radne snage, pažnje stranih medija ili poštovanje drugih vlada i stanovnika drugih zemalja. U toj globalnoj areni imidž i ugled države često su prečaci koji olakšavaju donošenje odluka o kupovini ili ulaganju, pomažu u održavanju dobrih odnosa s drugima, pridobivanju podrške i stvaranju koalicija za postavljanje agendi i donošenju politika.
Upravljanje brendom i ugledom na globalnoj razini dobro je poznati zadatak organizacija iz poslovnog svijeta, ali pod utjecajem je neoliberalne teorije i marketinških stručnjaka sve je više uzeo maha i među državama i njihovim vladama.
S druge strane, niz autora i praktičara iz područja međunarodnih odnosa ima drugačiji pogled na ulogu države i naglasak stavljaju na politički pristup, u sferu javne diplomacije.
Cilj ovog rada je istražiti, na primjeru Kraljevine Danske, na koji način javna diplomacija može doprinijeti izgradnji konkurentnog identiteta zemlje. Strateški koncept ovog specijalističkog rada sastoji se od dva dijela, teoretskog i praktičnog prikaza, podijeljenih u devet poglavlja. Za potrebe istraživanja korištena je kvalitativna metodologija i to u obliku metoda studija slučajeva, analize online sadržaja i intervjua.

Abstract (english)

The world today is one market and a global political arena. In such circumstances of a globalized world, each country, region or city competes with everyone else to achieve its goals, whether it is competing for the favor of global consumer, attracting foreign investments, knowledge and skilled labor, foreign media attention or respect of other governments and residents of other countries. In this global arena, the image and reputation of the state are often shortcuts that make it easier to make purchasing or investing decisions, help maintain good relations with others, gain support, and form coalitions to set agendas and make policies.
Brand and reputation management is a well-known task performed by business organizations globally, but under the influence of neoliberal theory and marketing experts it has increasingly taken off both among states and their governments.
On the other hand, a number of authors and practitioners in the field of international relations have a different view of the role of the state and they often place emphasis on political approach, in the sphere of public diplomacy.
The main goal of this paper is to explore and gain deeper insights on how public diplomacy can contribute to building a country's competitive identity using the example of the Kingdom of Denmark. The strategic concept of this paper consists of two parts, theoretical and research presentation, divided into nine chapters. For the purposes of the research, a qualitative methodology was used in the form of case studies, online content analysis and interviews.

• Keywords: Javna diplomacija; diplomacija; brendiranje države; konkurentan identitet; meka moć; Kraljevina Danska
• Keywords (english): Public diplomacy; diplomacy; nation branding; competitive identity; soft power; Kingdom of Denmark
• Language: croatian
• URN:NBN: urn:nbn:hr:114:198932
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-02-10 15:19:49