Suchergebnisse

Članak analizira pokušaje četiriju država nastalih raspadom bivše Jugoslavije – Hrvatske, Slovenije, Bosne i Hercegovine te Srbije na području brendiranja, odnosno korištenja komunikacijskih alata u vlastitom pozicioniranju kao turističkih destinacija te atraktivnih brendova na međunarodnom političkom i gospodarskom tržištu. U fokusu su komunikacijske i promotivne strategije koje su pritom korištene. Uspjeh pojedine zemlje na tom području ocijenjen je prema rangu koji su tim zemljama dodijelili najpoznatiji međunarodni indeksi posvećeni snazi država brendova. Članak također analizira različite pristupe i modele koje su koristile novonastale države u međunarodnom pozicioniranju i razvoju svojih brendova. Istraživanje je pokazalo kako su sve analizirane države koncentrirane uglavnom na promociju turizma, dok su ostali aspekti brendiranja zanemareni. Nijedna od zemalja nema razvijenu cjelovitu strategiju brendiranja niti sustavno strateški upravlja vlastitim identitetom i imidžom. Sputavaju ih neriješeni politički prijepori ili nesposobnost političara i građana da shvate prednosti i važnost brendiranja zemlje. Prema kriterijima korištenima u analizi, Slovenija je provela najcjelovitiji pokušaj brendiranja, dok je Hrvatska ipak vodeća u turističkom brendiranju. Rezultat analize sugerira da važnost brendiranja zemlje u ovom dijelu Europe nije u potpunosti osviješten te da ne postoji cjelovit pristup konceptu brendiranja, već samo sporadični pokušaji u svim četirima analiziranim državama. ; This article analyzes the attempts of four countries created upon the disintegration of the former Yugoslavia – Croatia, Slovenia, Bosnia and Herzegovina and Serbia – to use communication as a tool for establishing themselves as distinct travel destinations and for creating attractive brands in the international political and economic markets. The paper focuses particularly on the analysis of the communication and promotion approaches, and concepts and strategies used by these countries in terms of the processes behind the aims outlined in the preceding sentence. The level of success of each country, as regards the subject matter of this article, is determined for the purpose of the analysis in question, by the best known brand perception surveys. The paper also analyzes the disintegration of Yugoslavia in the context of the newlycreated countries' attempts to establish themselves internationally and compares their approaches to developing their brands and the models they are using for it. The countries in question are focused on tourism promotion. In these countries we see a tendency towards ignoring other aspects of branding. None of the analyzed countries have introduced the systematic management of their brands due to the fact that the process of brand development is obstructed by unresolved political issues or a failure of their politicians and ordinary citizens to understand the advantages of branding. Slovenia, according to the criteria used in this analysis, has adopted more efficient practices than the other three countries covered in this paper but it is important to stress that Croatia ranks first when it comes to tourism branding. The paper suggests that the importance of country branding has not yet been fully appreciated in Croatia, Slovenia, Bosnia and Herzegovina and Serbia and that no integral branding concepts are being used, despite sporadic attempts undertaken by the mentioned countries.

In 2013, Croatia became the 28th member of the European Union. However, the road to full membership was quite lengthy and marked by numerous ups and downs in mutual relations and accession negotiations. The paper deals with the communication aspects of the relationship between Croatia and the European Union, that is, their mutual perception in the period from Croatia's independence in 1991 to full membership 22 years later. The paper demonstrates how the mutual relations and perceptions were, for years, burdened by numerous stereotypes from the past, the consequences of Yugoslavian propaganda, unrealistic expectations, the behavior of European institutions during the breakup of Yugoslavia and traumas from the Homeland Defense War, as well as insufficient and unsatisfactory communication between European and Croatian institutions. All this resulted in the continuous decline in confidence in the EU among Croatian citizens on the one hand, and the delay in membership negotiations on the other. This paper brings together in one place all relevant past findings, places them within the context of interrelations between Croatia and the European Union and brings original research on the perception of the European Union in Croatia just prior to full membership. Furthermore, the paper analyses the historical context of the mutual relations between Croatia and the EU.

Na stajališta hrvatskih građana o Europskoj uniji te ishod budućeg referenduma o ulasku Republike Hrvatske u tu zajednicu, izravno će utjecati njihova percepcija Europske unije. Istražujući percepciju Europske unije u hrvatskoj javnosti možemo prepoznati sporne točke u odnosu EU-Hrvatska, naslutiti razloge pada potpore hrvatskih građana ulasku Hrvatske u Europsku uniju te ujedno razumjeti mogućnosti promjene te percepcije. Analizirajući odnose između Hrvatske i Europe posljednja dva desetljeća, autor uočava temelje današnje percepcije Europske unije u odnosima Hrvatske i Europe prilikom raspada Jugoslavije 1991. i stvaranja Republike Hrvatske. Današnja percepcija Europske unije, naime, uvjetovana je ne samo konkretnim očekivanjima (koristima i štetama) u aspektima društvenog i gospodarskog života, već i općim dojmovima građana o EU-u te odnosom Europe prema Hrvatskoj. Istraživanje otkriva kako je razina očekivanja, odnosno nada i strahova te stereotipa o Europskoj uniji uvjetovana i nedovoljnom razinom informiranosti građana o različitim aspektima funkcioniranja Europske unije. ; Attitudes of Croatian citizens towards the European Union and the outcome of the future referendum on the entry of the Republic of Croatia into this Community will be directly infl uenced by their perception of the European Union. By examining the perception of the European Union among the Croatian public, we can identify sticking points in the relationship between the European Union and Croatia, identify the causes of the decline of support of Croatian citizens for the entry of Croatia into the European Union and understand the possibility of changing this perception. Through an analysis of the relations between Croatia and Europe during the last two decades, the author notes the foundations of today's perception of the European Union in the relations between Croatia and Europe during the collapse of Yugoslavia in 1991 and the creation of the Republic of Croatia. Today's perception of the European Union is determined not only by ...

Šport je oduvijek bio u svezi s međunarodnom politikom i diplomacijom te s kulturom i nacionalnim identitetom. Informacijski i tehnološki napredak potaknuli su promjene u međunarodnim političkim i ekonomskim odnosima. Svjedoci smo ubrzanih promjena društvenih formacija u nacionalnome i globalnom okruženju. U kontekstu navedenih zbivanja, šport i športska diplomacija značajan su čimbenik preraspodjele političke i ekonomske moći. U radu se objašnjava kako države preko uspjeha i prepoznatljivosti u športu učinkovito šire svoj međunarodni utjecaj. Unatoč važnosti športa, posebno športske diplomacije u suvremenim međunarodnim odnosima, u hrvatskim su akademskim krugovima znanstvena istraživanja športske diplomacije još uvijek u začecima, čemu svjedoči veoma oskudan broj radova i knjiga. Zbog toga, vodeći se primjerima drugih država i shvaćajući ispremreženost športa i diplomacije u globalnome svijetu, u ovome se radu analizira šport kao fenomen meke moći te potencijali i mogućnosti hrvatske športske diplomacije. Također se promišljaju preduvjeti i specifičnosti daljnjega razvoja športa u Hrvatskoj kao važnoga izvora meke moći. ; Sport has always been associated with international politics and diplomacy, as well as with culture and national identity. Information and technological advances have spurred changes in international political and economic relations. We are witnessing accelerated changes in social formations in the national and global environment. In the context of these developments, sport and sports diplomacy are a significant factor in the redistribution of political and economic power. The paper explains how countries effectively expand their international influence through success and recognition in sports. Despite the importance of sports, especially sports diplomacy in contemporary international relations, scientific research in sports diplomacy is still in its infancy in Croatian academic circles, as evidenced by the very scarce number of papers and books. Therefore, following the examples of other countries and understanding the intertwining of sports and diplomacy in the global world, this paper analyzes sport as a phenomenon of soft power and the potentials and possibilities of Croatian sports diplomacy. The preconditions and specifics of the further development of sport in Croatia as an important source of soft power are also considered.

Country branding, by which the authors imply the management of identity and image, that is, strategic communication with the global audience, is an omnipresent phenomenon. Studies have confirmed that a country's positive image is reflected in its international economic and political position. Therefore, various communication strategies, techniques and branding tools have been developed and applied by many countries. However, these strategies and techniques are not necessarily applicable for branding divided and post-conflict countries. For this reason, the paper is deals with the challenges, opportunities and methods of communication and branding Bosnia and Herzegovina, which, even twenty years after the end of the war, is still synonymous with an unstable state and a divided society. It provides an adjusted branding methodology based on an analysis of the elements of identity around which there is a consensus of all three ethnic groups - Bosniaks, Croats and Serbs, and reveals the possibilities upon which the modern brand of an European Bosnia and Herzegovina can be built. The authors pay special attention to the role of Bosnia and Herzegovina's citizens and argue that their perceptions and attitudes towards Bosnia and Herzegovina – as well as their mutual communication – have significant, if not crucial, role in the development of a branding strategy.

Rad daje pregled doprinosa hrvatskih istraživača, prije svega znanstvenika i suradnika s Fakulteta političkih znanosti Sveučilišta u Zagrebu, znanstvenom i akademskom razvoju političke komunikacije, političkog marketinga i odnosa s javnošću u Hrvatskoj. Sve tri discipline spadaju u područje strateškog komuniciranja koje podrazumijeva svrhovito korištenje komunikacije kojom pojedinci, organizacije, institucije ili države nastoje ostvariti svoje strateške ciljeve. Rad pokazuje kako je Hrvatska, iako je kasno uskočila na vlak tržišnog komuniciranja, brzo uhvatila korak s međunarodnim istraživačkim i akademskim trendovima na tom području. Fakultet političkih znanosti u tome je imao pionirsku i predvodničku ulogu. Istraživači s Fakulteta, ali i drugi hrvatski znanstvenici, svojim istraživanjima i policy analizama na području političkog marketinga i političke komunikacije doprinijeli su konceptualizaciji i komparativnoj analizi suvremenih izbornih kampanja, zatim fenomena amerikanizacije, personalizacije, pakiranja politike, populizma, celebrity populizma, dezinformacija, e-demokracije, cyber politike i drugih. Na području odnosa s javnošću posebno se ističu doprinosi konceptualizaciji i istraživanju imidža, identiteta i brenda država, kriznom komuniciranju, strateškom komuniciranju u turizmu te evaluaciji odnosa s javnošću.