IMAGE AND STEREOTYPE IN PROMOTING A COUNTRY ABROAD
Journal Title: Studia Humanistyczno-Społeczne - Year 2016, Vol 13, Issue
Abstract
National identity provides the foundation for foreign policy of promoting a country abroad, hence understanding the concept and the necessity of marketing a nation seem to, firstly, equip the promoted country with a clear and recognizable image, and, secondly, constitute an indispensable condition for the future success of such actions. Promoting a positive image of the country should be considered of strategic importance, enjoy a continually updated plan of action (depending on the arising needs), be verifiable and constantly coordinated by responsible domestic entities, possess a transparent structure and system of decision-making, and above all - be provided with sufficient human and financial resources allowing for realization of the intended goals. The image cannot be created, changed or improved within the relatively short time a given party is in the office, but should the promotional message work, it must be, once again, clear, consistent, long-term and coherent. A stereotype can be positive or negative. Throughout history there has been no record so far of any entity fighting or trying to change a positive image, so, naturally, the biggest challenge of the broadly understood promotion of a country is to debunk negative national stereotypes or at least, should they exist, to minimize their negative impact or consequences. The negative impact of the existing unfavourable national stereotype can be overcome, but it is a long-term process without any guarantees of a successful outcome and – which is of crucial importance – requiring tremendous effort and exorbitant financial investment. Nevertheless, it is achievable through intercultural education and foreign cultural and economic policy which compose today a sphere of activity called public diplomacy.
Authors and Affiliations
Roman Czarny
Keywords
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