| Abstract [eng] |
In the International Relations state image is perceived not only as the source of soft power but also as identity. Identity is more of how we see us, and image is about how they see us. Image is especially important for so called new states which have emerged or returned to the international arena after collapse of the Soviet Union. They had to position themselves on to the geographical and mental map of Europe and the entire world. So what is the image of the Baltic States when they became the real members of NATO and the EU, how they are portrayed in the international media, what are differences and similarities between them and are they seen as one region? The purpose of this study: to reveal what are the image of each Baltic state and the whole image of the Baltic region in the international press. The content analysis of the articles in ‘Financial Times’ and ‘The Economist’ (in the period from 1 of May 2004 until the end of 2007) was carried out. The main findings are summarized below: • During the analyzed period Estonia was most visible in ‘The Economist’, but Lithuania was most visible in ‘Financial Times’. Aggregated results of both newspapers show that Lithuania was most visible, Estonia is slightly less visible and Latvia is least visible. • The image of Estonia was most positive, the image of Lithuania was less positive and Latvia’s image was least positive. On the other hand Estonia’s image is also most controversial. • The analysis of Baltic States images enables to outline the factors which have positive and negative influence to each state’s image: The most negative effect on Lithuania’s image was caused by domestic politics events. Paradoxically, but Lithuania’s attempt to join eurozone has had positive effects to its image. Though it was unsuccessful trial, it has received much media attention and advocating in the side of Lithuania. Lithuanian active initiatives in recent years in the field energetic security have been reverberated in the international press too. However, Lithuania’s Eastern foreign policy and democracy promotion initiatives have been mentioned only episodically. Important disadvantage of Lithuania’s image compared to other Baltic States has been the lack of attention to its culture and tourism attractiveness. The most negative effect on Latvia’s image was the danger of overheating economy and hard landing which intertwined with political crisis too. Main advantages – high level NATO meeting in Riga and the visit of G. Bush. The positive image of ex-president V. Vike- Freiberga has also had positive effects. Moreover, Latvian culture, especially music, has been quite widely introduced. However, Latvia’s situation is worst as Latvia is least visible and its image is least positive. The most negative effect on Estonia’s image was the conflict with Russia over removal of Soviet memorial in Estonia. Even if Estonia’s position was understood, this event ruined the image of Estonia as quite, internally rather well integrated and business friendly country. The strengths of Estonia’s image have been: economical competitiveness, development of IT sector, high quality of private business schools, interesting culture, attractive tourism destination, positive images of political leaders. • Lithuania, Latvia and Estonia most often have been named as Baltic countries, Baltics, Balts, less frequent regional identifications have been Central and Eastern Europe (or Eastern Europe). • Main narratives and meanings which define the Baltics are:  Baltic states are the success stories of political and economical transformation;  Baltics experience most booming economic growth in the EU (Baltic tigers);  The image of Baltics as victims of history;  Contemporary relations between Baltics and Russia are tense and complicated (Russia is the ‘other’ for the Baltics);  Baltics are close to Nordic countries trough their active economic relations. |
