Brendiranje Hrvatske kroz sport na primjeru hrvatske nogometne reprezentacije

master's thesis

• Title (english): Branding of Croatia through Sports: The Case of the Croatian National Football Team
• Author: Ida Haklička
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Nikolina Borčić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Ovo istraživanje bavi se brendiranjem Hrvatske kroz sport, odnosno brendiranjem naše države kroz hrvatsku nogometnu reprezentaciju, njezine uspjehe te njezine igrače. Ono što je ključno bilo u radu jest istražiti kakav imidž ima naša nacionalna selekcija te kako ona utječe na Hrvatsku kada je u pitanju turistička ili generalna promocija. Kao država koja nema ekonomsku, vojnu ili političku moć, Hrvatska se oslanja na meku moć koja je najbolje izražena u sportu, a posebno u nogometu jer se radi o najpopularnijem sportu na svijetu. Nacionalni igrači koji igraju posvuda u Europi i uspjesi reprezentacije sigurno imaju nekakav utjecaj na samu državu. U radu su korištene dvije metode, anketa i dubinski intervju. Anketu o samom imidžu reprezentacije ispunili su domaći i strani novinari, a sudionici dubinskog intervjua bili su hrvatski opnion-makeri. Rezultati istraživanja ukazuju da hrvatski sport odnosno nogomet ima visoki potencijal u promociji države, ali da on, kao ni naši sportaši, u te svrhe nije dovoljno iskorišten.

Abstract (english)

This research deals with the branding of Croatia through sports, that is, the branding of our country through the Croatian national football team, its successes and its players. What is crucial either in the work is to investigate what kind of image our national selection has and how it affects the Croatia when it comes to tourist or general promotion. Like a country that doesn't have one economic, military or political power, Croatia relies on soft power which is best expressed in sports, and especially in football, because it is the most popular sport in the world. National players play everywhere in Europe and the success of the national team must have some influence on the state itself. Two methods were used in the paper, a survey and an in-depth interview. A survey about itself the image of the national team was fulfilled by domestic and foreign journalists, and the participants of the in-depth interview were are Croatian opinion-makers. The results of the research indicate that Croatian sport, namely football has a high potential in the promotion of the country, but that it, like our athletes, is not enough for that purpose used.

• Keywords: sport; nogomet; Hrvatska; brendiranje; promocija; meka moć; turizam
• Keywords (english): sport; football; Croatia; branding; promotion; soft power; tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:795744
• 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: 2024-07-23 11:40:30