«Страновой ребрендинг» как инструмент «мягкой силы» во внешней политике Испании 1975–2000 гг.
Аннотация
Работа исследует применение стратегии странового ребрендинга во внешней политике Испании 1975–2000-х гг. и механизм его реализации. На основании широкого круга источников и литературы были определены теоретические основы концепта «страновой брендинг», его элементы и функции. Доказано, что после краха авторитарного режима Ф. Франко работа по конструированию нового бренда Испании как современного, демократического, открытого к сотрудничеству государства, велась по следующим направлениям: диверсификация направлений внешней политики, популяризация испанской культуры и языка, активное развитие сферы туризма, создание аналитическо-экспертных центров, укрепление позиций испанских СМИ. Приводится вывод о том, что страновой ребрендинг, являясь одним из основных внешнеполитических инструментов Испании в 1975–2000-х гг., сыграл ключевую роль не только в формировании положительной репутации страны в мире, но и в укреплении ее внешнеполитического имиджа.
ABSTRACT
The work is devoted to the analysis of implementing a strategy of nation branding in the foreign policy of Spain in 1975–2000. The study is based on a wide range of sources and literature. During the work, theoretical basis of the concept was analysed, main elements and functions were determined. It was proved, that after the fall of Franco’s authoritarian regime, Spanish government started to build a new foreign image of Spain as a democratic, modern state in the following directions: diversification of foreign policy, promoting of Spanish culture and language abroad, investment in the sector of tourism, reinforcement of Spanish mass media. The study concluded that nation rebranding became one of the most crucial instruments and had an impact role in creating a positive reputation of Spain in the world.
ABSTRACT
The work is devoted to the analysis of implementing a strategy of nation branding in the foreign policy of Spain in 1975–2000. The study is based on a wide range of sources and literature. During the work, theoretical basis of the concept was analysed, main elements and functions were determined. It was proved, that after the fall of Franco’s authoritarian regime, Spanish government started to build a new foreign image of Spain as a democratic, modern state in the following directions: diversification of foreign policy, promoting of Spanish culture and language abroad, investment in the sector of tourism, reinforcement of Spanish mass media. The study concluded that nation rebranding became one of the most crucial instruments and had an impact role in creating a positive reputation of Spain in the world.