Del estado-nación al estado-marca. El rol de la diplomacia pública y la marca de país en el nuevo escenario de las relaciones internacionales
The establishment of relationships between countries in a global era seems to require new strategies that, in some cases, transcend traditional state diplomacy. In this sense, public diplomacy has become a renewed strategy of transnational representativeness in which the country brand exerts an impo...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2012 |
| País: | España |
| Institución: | Universitat Oberta de Catalunya (UOC) |
| Repositorio: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/92472 |
| Acceso en línea: | https://hdl.handle.net/10609/92472 http://doi.org/10.7440/res46.2013.14 |
| Access Level: | acceso abierto |
| Palabra clave: | marca de país branding estado-nación diplomacia pública estat-nació diplomàcia pública country brand nation-state public diplomacy Branding (Marketing) Construcció de marca (Màrqueting) Construcción de marca (Marketing) |
| Sumario: | The establishment of relationships between countries in a global era seems to require new strategies that, in some cases, transcend traditional state diplomacy. In this sense, public diplomacy has become a renewed strategy of transnational representativeness in which the country brand exerts an important role as mechanism for agglutinating and transmitting national identities. Thus, the new soft power of geographical representation seems to take place within the weakening of the state-nation and clearly benefits a new way of communicating the identity of a country which is closer to the intervention of different social agents than to the signing of international treaties, a competence traditionally reserved for governments. Based on a review of existing literature, this article presents the state of the art related to the new strategies of international representativeness that have been executed by countries and nations. |
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