| Abstract [eng] |
The concept of country image is quite new field of theoretical and practical knowledge. A lot of aspects of creating an image are taken from science of economics where image of organization is being discussed for decades. Country image is one of the tools that help to gain regard of other countries, to attract international investments, strengthen national identity and to shape positive opinion of the country world wide. Every country is unique. However, according to Simon Anholt, even thought having special national heritage that includes history, culture, human resources, not every country is actively building its image due to different reasons such as poor economic conditions . Building a country image is a dynamic and long-term process. There are many tools that help to create country image and achieve its goals. One of them is online media. It dominates as channel of information, dialog with society, self-expression. Technological features of internet as worldwide network determine essential role of online media in process of building country image. Online media reaches wide audience both inside and outside the country. There is no time and border barrier for this type of media to spread information. Lately Lithuania has been paying a lot of attention to country image issues. In 2006 Lithuanian image strategy was prepared. The contest for creating Lithuanian brand was announced. Though, no particular steps of country image creation are taken. Media impact to this process is discussed rarely. The purpose of this work is to analyze the role of Lithuanian online media in building country image. The object is online media as a tool for reaching interests of a country in international field. In the paper online media combines three media channels. These are news portals, internet portals of national dailies and blogs. While applying methods of analysis of scientific publications it turned out that features of online media play a big role in building country image. Multimedia, interactivity, speed of information delivery and other online media characteristics strengthen potency of online media in comparison with other media channels such as press or radio. However, the results of carried out survey revealed that Lithuanian online media as a tool for building country image in international field is not active. It still functions as media channel only for country residents. On the one hand it is directly connected to chaotic hunt for country vision. On the other hand online media is not included in Lithuanian image strategy as one of the tools to build country image. For those countries that have started to discuss country image issues recently including Lithuania experience of other countries is extremely important. Therefore the subject of country image creation should be discussed in international conferences in various aspects especially emphasizing impact of online media, its efficiency and quality. This work can be useful for media representatives, experts who prepare official documents related to country image and also for public relations and journalism students. |
