Stvaranje imidža Hrvatske kao atraktivne filmske lokacije

master's thesis

• Title (english): Creating the Image of Croatia as an Attractive Filming Location
• Author: Filip Bahun
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2021-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Nacionalni identitet i imidž najvažnije su sastavnice ideje brendiranja države. Za države koje ne
raspolažu velikom količinom tvrde moći, uporaba meke moći predstavlja važan alat u širenju
njihovog utjecaja te povećanju svoje konkurentnosti na međunarodnoj skali, ali i privlačenju kapitala
i investicija od kojeg države tj. njihovi građani imaju direktne koristi. Film, kao sredstvo kulturne
promocije i industrija koja ima globalni utjecaj te velike komercijalne prihode, jedan je od utjecajniji
i profitabilnijih oblika djelovanja kroz meku moć. Cilj ovog rada je proučiti glavne segmente koji
utječu na razvoj imidža Hrvatske kao atraktivne filmske lokacije kroz dosadašnja postignuća i
ograničenja, ali i identificirati potencijale na koje valja usmjeriti pozornost u budućnosti. Kroz SWOT
analize temeljene na teorijskom pristupu i empirijskom istraživanju s pripadnicima struke
identificirane su postojeće snage i potencijali, temeljeni na bogatoj geografskoj i arhitektonskoj
raznolikosti te dugoj povijesti raznih segmenata filma i filmske industrije u Hrvatskoj, kao što su
brojne produkcije i filmski festivali, ali i uključenost države u razvoj filmske industrije. Uz razvijene
pozitivne segmente, identificirani su i neki negativni, kao što su zastarjeli imidž i nedovoljna ulaganja
u određenim područjima, prije svega infrastrukturnim. Za daljnji razvoj imidža Hrvatske kao
atraktivne filmske lokacije nužno je da svi dionici tih procesa zajedničkim snagama i djelovanjem
kroz uspostavu konkurentnog identiteta nastave razvijati pozitivne segmente te da realno i
pravovremeno pristupe rješavanju mana i slabosti.

Abstract (english)

National identity and image are crucial parts of the nation branding idea. For nations without a
significant amount of hard power at their disposal, the usage of soft power presents a valuable tool in
spreading influence and increasing their competitiveness on the global scale. Means of soft power are
as equally powerful when it comes to attracting capital and investments, which benefits the country
as well as its citizens. The film, a medium of cultural promotion and an industry that holds global
influence and huge commercial revenue, is one of the most influential and profitable forms of soft
power. This paper aims to study the main segments that are influencing the development of the image
of Croatia as an attractive filming location, through its achievements and limitations up to date, as
well as to identify potentials which should be improved in the future. Through SWOT analysis based
on the theoretical and empirical research conducted in collaboration with affiliates and members of
the film industry, Croatia's strengths and potentials were identified. Some of its upsides are natural
beauties and architectural diversity, a long history of movie production, film festivals, and state
involvement in the development of the film industry. Along with already developed positive
segments, some negative sides were also identified, such as outdated image and insufficient
investment in particular areas, mainly infrastructural. In other words, for Croatia to start being
perceived as an attractive filming location all constituentsinvolved in the process must work together,
and through the establishment of competitive identity, they must continue the development of positive
segments, as well as approach the solving of the weaknesses and flawsin a realistic and timely manner
with joint action.

• Keywords: film; nacionalni identitet; imidž; konkurentan identitet; Hrvatska; meka moć
• Keywords (english): film; national identity; image; competitive identity; Croatia; soft power
• Language: croatian
• URN:NBN: urn:nbn:hr:114:224459
• 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: Access restricted to students and staff of home institution
• Created on: 2022-01-09 10:26:56