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ПУБЛІЧНИЙ ІМІДЖ УКРАЇНИ В УМОВАХ НЕВИЗНАЧЕНОСТІ

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dc.contributor.author Нагорняк, Т. Л.
dc.date.accessioned 2023-02-01T12:46:32Z
dc.date.available 2023-02-01T12:46:32Z
dc.date.issued 2022
dc.identifier.other DOI 10.31558/2519-2949.2022.1.9
dc.identifier.other УДК 327:32.019.5
dc.identifier.uri https://r.donnu.edu.ua/handle/123456789/2675
dc.description Стаття у науковому виданні ДонНУ імені Василя Стуса «ПОЛІТИЧНЕ ЖИТТЯ». 1 – 2022. ISSN 2519-2949 (Print); 2519-2957 (Online) en_US
dc.description.abstract The publication outlines the trends of global changes and development trends of modern Ukraine – conditions of uncertainty – in which territories at all levels compete for influence on the process of world resources redistribution. It has been proved that place branding "from above" – by developing a strategy for its promotion by special authorities with the possible involvement of non-governmental actors is ineffective due to the inflexibility of this approach and limited state influence on external information space. The author clarifies the content of such key categories of branding discourse as strategic communications, public diplomacy, brand, image, reputation, visions, narratives. The publication demonstrates author’s attempt to build a model of stages for correction of the existing state public image through the tools of strategic communications, including public diplomacy, and to prove the feasibility of systematizing successful cases of public diplomacy "from below", because the future is in local place branding. A correlation is established between the stages of public image promotion, purposeful interactions of all subjects of public diplomacy and their results. The conclusion is made about the expected result of state strategic communications, which is in fixing the loyalty of the state – a high degree of trust, devotion and reliability of relationships that can become valuable, can spread interpersonal trust in society, institutional trust between states and act as a resource of a generalized trust in the process of territory self-organization and prospects of its brand. Such form of generalized trust as the loyalty capital is a serious basis for the competitiveness of the state in a new world order and the consolidation of the nation in conditions of uncertainty. en_US
dc.publisher Вінниця: ДонНУ імені Василя Стуса en_US
dc.relation.ispartofseries Політичне життя;2022/4/13, с. 77-86
dc.subject брендинг територій en_US
dc.subject публічний імідже держави en_US
dc.subject стратегічні комунікації держави en_US
dc.subject публічна дипломатія en_US
dc.subject взаємодія державних і недержавних суб’єктів публічної дипломатії en_US
dc.subject place branding en_US
dc.subject state public image en_US
dc.subject state strategic communications en_US
dc.subject public diplomacy en_US
dc.title ПУБЛІЧНИЙ ІМІДЖ УКРАЇНИ В УМОВАХ НЕВИЗНАЧЕНОСТІ en_US
dc.title.alternative Public image of Ukraine in conditions of uncertainty en_US
dc.type Article en_US


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