Friday, February 3, 2017

International Image of the Country Through Strategic Communication, Case of Kosovo


mediacritiques.net

image (not from entry) from

INTERNATIONAL IMAGE OF THE COUNTRY THROUGH STRATEGIC COMMUNICATION, CASE OF KOSOVO

Hasan Saliu

Abstract


Countries aim to enhance their image in order to derive economic, trade, tourism benefits, but also to create political and military alliances, cultural or ideological benefits. For this reason, the increase of image is an important dimension for the performance of the state interest. To accomplish this interest by increasing international image of the country, state and non-state actors take various measures often using communication channels, spots, they organize various student’s visits, or cultural exchanges etc. This paper deals with strategic communication activities in Kosovo to increase its image, the value selected for this purpose, is communication channel and the expected effect of these activities. Findings show that the most expensive campaigns, was wrong value message, communication channels and the public didn't see in holistic perspective.  

Keywords


image, national brand, strategic communication, communication channel, Kosovo.

Full Text:

PDF

References


Anholt, Simon (2007a). Places, Identity, image and reputacion. London: Palgrave Macmillan.
Anholt, Simon (2007b). Competitive Identity, The New Brand Management for Nations, Cities and Regions. London: Palgrave Macmillan.
Arndt, Richard T. (2006). The first Resort Of Kings, American Cultural Diplomacy in the Twentieth Century. Washington, D.C. Potomac Books, Inc.
Castells, Manuel (2010a). The power of Identity, The Information Age Economy, Society, and Culture (II edit.), Wiley Blackwell.
Castells, Manuel (2010b). The Rise of The Network Society, Second Editiong. West Sussex, UK: Blackwell Publishing.
Ellul, Jacques (1973). Propaganda: The Formation of Men's Attitudes. News York Erlbaum Associates-Publishers, New Jersey: Vintage Books Edition.
Fouts, Joshua S. (Ed) (2006). Public Diplomacy Practitioners, Policy Makers, and Public Opinion. USC Center on Public Diplomacy- University of Southern California.
Gilboa, Eytan (2008). “Searching for a Theory of Public Diplomacy”. The Annals of the American Academy of Political and Social Science. Sage. March.
Goffman, Erving (1959). The Presentation of self in Everyday Live. Garden City. (edizione italiana, Bologna: Il Mulino: 2011).
Hocking, Brian (2005). “Rethinking the ‘New’ Public Diplomacy”, në: Jan Melissen, New public diplomacy: soft power in international relations, Palgrave Macmillan.
Kotler, Philip. Haider, Donald H. Rein, Irving. (2002). Marketing Places – Atracting investment, Industry and Tourism to Cities, States and Nations, Free Press.
Kotler, Philip. Marketing Management, Millenium Edition, Boston: Pearson Custom Publishing. 2002.
Kosovo, the young Europeans (2009). https://www.youtube.com/watch?v=dQRGHAdQjR0 (last visited: December, 18, 2016).
Kunczik, Michael (1997). Kunczik, Michael. Images of Nations and International Public Relations, Lawrence Erlbaum Associates-Publishers. New Jersey.
Kunczik, Michael (2002). ”Globalization: News media, images of nations and the flow of international capital with special reference to the role of rating agencies”, The Journal of International Communication. http://www.tandfonline.com/doi/abs/10.1080/13216597.2002.9751921 (39-79).
Laroche, Michel (2005) The influence of country image structure on consumer evaluations of foreign products, International Marketing Review Vol. 22 No. 1.
Leonard, Mark (2002). Public Diplomacy. London: The Foreing Policy Centre.
Lippmann, Walter (1998). Pubblic Opinion. Transaction Publishers New Brunswick (U.S.A.) and London (U.K.).
Melissen, Jan (ed), (2005) New Public Diplomacy: Soft Power in International Relations. Palgrave MacMillan.
Nye, Jr., Joseph S. (2004). Soft Power – The Means to Success in World Politics, New York: Public Affair, 2004.
Nye, Jr., Joseph S. (2008). “Public Diplomacy and Soft Power”, in: Public Diplomacy in a Changing World, Annals of the American Academy of Political and Social Science- Sage Publications, Inc. Vol. 616, March. (94-109).
Owen, Sue (Ed). (2008). Richard Hoggart and Cultural Studies, Palgrave MacMillan, 2008.
Saliu, Hasan (2008). “Për një diplomaci ekonomike”, Gazeta Lajm, Prishtinë. December, 23. p.2.
Saliu, Hasan (2013). “The image of a country, communication actors in educational exchanges” Thesis. Nr.1. Pristina: AAB College, ISSN: 1848-4298. (89-98).
Skoko, B. (2004). Hrvatska- Identitet, Image i Promocija, Skolska knjiga, Zagreb.
Snow, Nancy & Taylor, Philip M. (ed), 2009. Routledge Handbook of Public Diplomacy. New York-London: Routledge.
Wählisch, Martin & Xharra, Behar (2011). Public Diplomacy of Kosovo: Status Quo, Challenges and Options. Los Angeles: Figueroa Press. April.
Waller, J. M. (ed) (2007). The Public Diplomacy Reader, Institute of World Politics Press.
Wolton, D. (2009). Informer n’est pas communiquer, Paris: CNRS Editions.
Zhang, Cui & Meadows III, Charles William. (2012) “International Coverage, Foreign Policy, and National Image: Exploring the Complexities of Media Coverage, Public Opinion, and Presidential Agenda”, International Journal of Communication 6.

No comments: