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The article develops the traditional theoretical framework of public diplomacy, used in international relations since decades, into the new approach – the nation branding. The nation branding became very popular practice within the public diplomacy and more general “applied foreign cultural policy” in the last two decades. The development of new communication tools such as the Internet and social...
Niniejszy artykuł rozwija tradycyjne ramy teoretyczne dyplomacji publicznej, od dawna stosowane w stosunkach międzynarodowych, proponując nowe podejście: budowanie marki narodowej. W ciągu ostatnich dwudziestu lat budowanie marki narodowej stało się popularnym sposobem działania w ramach dyplomacji publicznej i szerzej ujętej „stosowanej zagranicznej polityce kulturalnej”. Rozwój nowych narzędzi komunikacji,...
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