Media w aspekcie budowania świadomości marki narodowej
Wyzwania dla Ukrainy
DOI:
https://doi.org/10.12797/Politeja.12.2015.34_1.11Keywords:
nation branding, mass media, internet, UkraineAbstract
Media Aspects of Nation Branding: Challenges for Ukraine
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.
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