Suchergebnisse

In spite of the fact that the rational country image communication is severely criticised by some scholars, it is gaining a big importance worldwide. It is applied for strengthening identities and developing economy, politics, and culture of the countries. In this paper, the phenomena of country branding, emerged at the end of the 20th century in Europe, is discussed in the new perspective, comparing it to other approaches of the country image communication, i.e. the traditions of the USSR and of the USA, trying to find its distinctive features. ; Nors šalies įvaizdžio politikos formavimas kai kurių mokslininkų yra stipriai kritikuojamas, jis įgyja didžiulę svarbą pasaulyje vystant ekonomiką, politiką bei šalių kultūrą. Šalies įženklinimo fenom­enas, kilęs XX a. pabaigoje Europoje, straipsnyje yra pristatomas naujoje perspektyvoje, lyginant jį su kitomis šalies įvaizdžio politikos strategijomis, t.y. Sovietų Sąjungos ir JAV tradicijomis. Siekiama atskleisti specifinius Lietuvos įženklinimo strategijos bruožus.

In spite of the fact that the rational country image communication is severely criticised by some scholars, it is gaining a big importance worldwide. It is applied for strengthening identities and developing economy, politics, and culture of the countries. In this paper, the phenomena of country branding, emerged at the end of the 20th century in Europe, is discussed in the new perspective, comparing it to other approaches of the country image communication, i.e. the traditions of the USSR and of the USA, trying to find its distinctive features.