Культурная дипломатия как инструмент конструирования и трансляции имиджа Италии
Аннотация
Работа посвящена анализу культурной дипломатии Италии в период с 2014 г. по настоящее время. В ходе работы рассмотрены существующие теоретические подходы к исследованию культурной дипломатии и имиджа государства. На основании широкого круга источников и литературы проведено исследование технологий позиционирования Италии с целью формирования ее положительной репутации, выделены основные инструменты «мягкой силы» государства. Проанализированы деятельность итальянских институтов и организаций, осуществляющих культурную дипломатию, а также конкретные мероприятия и основные инициативы, направленные на продвижение итальянского языка и культуры за рубежом. В результате исследования был сделан вывод о высоком потенциале «мягкой силы» Италии, позволяющем проводить успешную политику по продвижению привлекательного имиджа государства.
Ключевые слова: культурная дипломатия, имиджевая политика, «мягкая сила», Италия.
The work is devoted to the analysis of cultural diplomacy of Italy in the period from 2014 until the present time. In the course of the work, the existing theoretical approaches to the study of cultural diplomacy and the image of the state are examined. Based on a wide range of sources and literature, a study was conducted of Italy’s positioning technologies in order to build its positive reputation, the main tools of the “soft power” of the state were identified. The activities of Italian institutes and organizations engaged in cultural diplomacy, as well as specific activities and major initiatives aimed at promoting the Italian language and culture abroad, were analyzed. As a result of the study, it was concluded that Italy has a high “soft power” potential that allows it to pursue a successful policy to promote an attractive state image.
Key words: cultural diplomacy, image policy, «soft power», Italy
Ключевые слова: культурная дипломатия, имиджевая политика, «мягкая сила», Италия.
The work is devoted to the analysis of cultural diplomacy of Italy in the period from 2014 until the present time. In the course of the work, the existing theoretical approaches to the study of cultural diplomacy and the image of the state are examined. Based on a wide range of sources and literature, a study was conducted of Italy’s positioning technologies in order to build its positive reputation, the main tools of the “soft power” of the state were identified. The activities of Italian institutes and organizations engaged in cultural diplomacy, as well as specific activities and major initiatives aimed at promoting the Italian language and culture abroad, were analyzed. As a result of the study, it was concluded that Italy has a high “soft power” potential that allows it to pursue a successful policy to promote an attractive state image.
Key words: cultural diplomacy, image policy, «soft power», Italy