Media w aspekcie budowania świadomości marki narodowej. Wyzwania dla Ukrainy
Media Aspects of Nation Branding. Challenges for Ukraine
Author(s): Marina TereszczukContributor(s): Magdalena Romanowska (Translator)
Subject(s): Politics / Political Sciences
Published by: KSIĘGARNIA AKADEMICKA Sp. z o.o.
Keywords: nation branding;mass media;internet;Ukraine;
Summary/Abstract: Developing coherent and comprehensive nation brand is of vital importance for Ukraine today. Building the strong nation brand requires active use of available tools and resources, amongst which one of the key places is occupied by the mass-media. This article explores how Ukraine uses the trans-border media to create and represent self-image for the world. The mass media (such as television and internet) as well as governmental websites that are focused on promoting the image(brand) Ukraine abroad were analyzed. This paper concentrates on the key problems and disadvantages of this practice.
Journal: Politeja - Pismo Wydziału Studiów Międzynarodowych i Politycznych Uniwersytetu Jagiellońskiego
- Issue Year: 12/2015
- Issue No: 34/1
- Page Range: 215-228
- Page Count: 14
- Language: Polish