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In spite of the fact that the rational country image communication is severely criticised by some scholars, it is gaining a big importance worldwide. It is applied for strengthening identities and developing economy, politics, and culture of the countries. In this paper, the phenomena of country branding, emerged at the end of the 20th century in Europe, is discussed in the new perspective, comparing it to other approaches of the country image communication, i.e. the traditions of the USSR and of the USA, trying to find its distinctive features.

In spite of the fact that the rational country image communication is severely criticised by some scholars, it is gaining a big importance worldwide. It is applied for strengthening identities and developing economy, politics, and culture of the countries. In this paper, the phenomena of country branding, emerged at the end of the 20th century in Europe, is discussed in the new perspective, comparing it to other approaches of the country image communication, i.e. the traditions of the USSR and of the USA, trying to find its distinctive features. ; Nors šalies įvaizdžio politikos formavimas kai kurių mokslininkų yra stipriai kritikuojamas, jis įgyja didžiulę svarbą pasaulyje vystant ekonomiką, politiką bei šalių kultūrą. Šalies įženklinimo fenom­enas, kilęs XX a. pabaigoje Europoje, straipsnyje yra pristatomas naujoje perspektyvoje, lyginant jį su kitomis šalies įvaizdžio politikos strategijomis, t.y. Sovietų Sąjungos ir JAV tradicijomis. Siekiama atskleisti specifinius Lietuvos įženklinimo strategijos bruožus.

The monograph presents a scientific study, whose basis is three years of research study iniciated and financed by the Lithuanian State Science and Studies Foundation "Electronic Government for Citizens: Determining Development Gudelines for Lithuania Using Future Insight Methodology" (a Lithuanian SSSF project, 2007-2009). This study seeks to theoretically and practically cover all the issues of electronic government (e-government), concentrating the most important knowledge about e-government as an intergrated object of research. The monograph provides a sense of the role of e-government and its place in the life of contemporary Lithuania, indicating development perspectives and the variety of alternatives, revealing the influence of e-government on citizens and modernization of the public sphere. This e-government study is based on the relationship with development of the information society, which expresses general European democratic improvement tendencies and new forms, seeking to increase a state's competitiveness. That is why the monograph presents e-government development research, e-government strategic development model evaluation and recommendations for improvement, which are especially timely and important for the future of Lithuania. [.]

The monograph presents a scientific study, whose basis is three years of research study iniciated and financed by the Lithuanian State Science and Studies Foundation "Electronic Government for Citizens: Determining Development Gudelines for Lithuania Using Future Insight Methodology" (a Lithuanian SSSF project, 2007-2009). This study seeks to theoretically and practically cover all the issues of electronic government (e-government), concentrating the most important knowledge about e-government as an intergrated object of research. The monograph provides a sense of the role of e-government and its place in the life of contemporary Lithuania, indicating development perspectives and the variety of alternatives, revealing the influence of e-government on citizens and modernization of the public sphere. This e-government study is based on the relationship with development of the information society, which expresses general European democratic improvement tendencies and new forms, seeking to increase a state's competitiveness. That is why the monograph presents e-government development research, e-government strategic development model evaluation and recommendations for improvement, which are especially timely and important for the future of Lithuania. [.]