| Abstract [eng] |
The aim of the master's thesis is to substantiate, with the help of academic literature, the importance of public diplomacy and branding in the process of country’s image formation, and to accomplish an empirical analysis to critically evaluate their significance in the processes of image development in Lithuania. The object of the research is the role of public diplomacy measures and the country's branding in the process of Lithuanian image formation and implementation. The main tasks of the work are the following: to analyze and evaluate the importance and symbiosis of public diplomacy in the process of country’s image formation, to perform a detailed analysis of the development of the image of Lithuania and the content of strategic documents, to evaluate the process of Lithuanian image formation and to compare the provisions for the formation and implementation of Lithuanian image strategies of the year 2006 and 2020-2030, substantiating the importance of the practical application of the model of correlation between the public diplomacy and branding in the image formation process. After reviewing the scientific literature, by using the methods of qualitative comparative content analysis and qualitative interviews with experts, it is substantiated that a well-formed and purposefully managed image of the country helps to achieve domestic and foreign policy goals, to gain the favor of other countries and to increase the country's awareness. The data of the theoretical research revealed that the interaction between public diplomacy and the country's branding in the process of image creation is essential. The empirical study concluded that the lack of effective synergy between public diplomacy and branding has partly contributed to unsuccessful attempts to form and create Lithuania's image in foreign countries. |
