Stvaranje identiteta i imidža Hrvatske nakon ulaska u Europsku uniju

master's thesis

• Title (english): Creating the identity and image of Croatia after the country's accession to the European Union
• Author: Ela Šeremet
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Iva Nenadić (član povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Nacionalne države ne mogu funkcionirati bez svog nacionalnog identiteta na kojemu se gradi osjećaj zajedništva i pripadnosti, a upravo se kasnije iz njega razvija imidž i brend. Hrvatska je svoj nacionalni identitet i globalni imidž izgradila na prirodnim ljepotama i sportskim uspjesima. Iako su to najpoznatije odrednice prema kojima nas drugi prepoznaju, Hrvatska se može istaknuti i po mnogočemu drugome, ali može iskoristi svoj geopolitički položaj kao svoju prednost. Iako je Hrvatska pristupila Europskoj uniji prije nešto više od deset godina, još uvijek je malo znanstvenih i stručnih radova koji objašnjavaju kako se članstvo odrazilo na domaće stanovništvo, ali i politiku države. Upravo zbog toga ovaj rad se bavi pitanjem je li članstvo u Europskoj uniji utjecalo na promjenu nacionalnog identiteta i imidža s ciljem proučavanja glavnih elementa snage nacionalnog identiteta, ali i mogućih elemenata koje nedovoljno iskorištavamo kada je riječ o gradnji imidža. Kvalitativno istraživanje provedeno u radi temelji se na studiji slučaja i polu-strukturiranom intervju sa hrvatskim stručnjacima iz različitih društvenih područja s ciljem da iz više perspektiva objasnimo ovaj slučaj. Kroz analizu odgovora sugovornika dolazi se do zaključka da Europska unija kao zajednica europskih država nema za cilj utjecati na nacionalni identitet i imidž te ga bilo kako mijenjati. Naprotiv, samo članstvo u takvoj zajednici te ekonomske i gospodarske prednosti koje donosi mogu povoljno utjecati na promjene identiteta i imidža, dok sam rad na tome ostaje isključivo u nadležnosti zemlje članice odnosno Hrvatske. Iako je Hrvatska danas u svijetu jako prepoznata kao mala sigurna zemlja i dalje nedostaje krovna državna organizacija koja bi se sustavno bavila izgradnjom identiteta. Na taj način istaknule bi se i druge strane hrvatske prepoznatljivosti, a ne isključivo turizam i sport.

Abstract (english)

Nation-states cannot function without their national identity, on which a sense of unity and belonging is built, and from which image and brand are later developed. Croatia has built its national identity and global image on its natural beauty and sporting success. Although these are the fundamental determinants by which others recognize us, Croatia can stand out in many other ways too, but it can also use its geopolitical position to its advantage. Despite having joined the European Union over ten years ago, there are still few scientific and professional papers that analyse how Croatian membership has affected the local population, as well as the state's politics. This is precisely why this paper deals with the question of whether Croatian membership in the European Union has influenced a change of its national identity and image. Its main goal is to study the main components of the strength of national identity as well as the possible elements that we do not take advantage of when it comes to building an image. The qualitative research carried out in the paper is based on a case study and a semi-structured interview with Croatian experts from various social fields with the aim of explaining this issue from multiple perspectives. Through the analysis of the responses of the interlocutors, the conclusion reached is that the European Union, as a community of European states, does not aim to influence the national identity and image or to change it in any way. On the contrary, membership in this type of community and the accompanying financial and economic advantages it brings can have a favourable effect on changes in identity and image, and the work on them remains solely within the jurisdiction of each member country. Even though Croatia is widely recognized in the world today as a small and safe country, it still lacks an umbrella state organization that would systematically deal with building its identity. This way, other sides of Croatian identity would be highlighted, not just tourism and sports.

• Keywords: Nacionalni identitet; nacija; imidž; Europska unija; Hrvatska; euroskepticizam
• Keywords (english): National identity; nation; image; European Union; Croatia; Euroscepticism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:979900
• 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: Open access
• Created on: 2024-10-11 09:55:55