ФОРМУВАННЯ ПОЗИТИВНОГО КУЛЬТУРНОГО ІМІДЖУ КРАЇНИ (НА ПРИКЛАДІ НІМЕЧЧИНИ)

Abstract

Nowadays, in an age of globalization, global economic crises and competition between states for leadership in the region or even in the world, the issue of positive image is becoming more relevant than ever, filled with new meaning, and is being used extensively by states. Now there is no country in the world that does not pay attention to what its conception is in the world, the opportunities that open to it the “soft power” of attractiveness and positive image. After all, it is the positive image of the state that contributes to the flow of investment into the country, influences international support, gives the opportunity to achieve foreign policy goals and protect national interests. A single country cannot exist in isolation in today's globalized world. Isolation leads to the cessation of development of any sphere – from economy to culture or education, i.e. the image of a country (state) is a strategically important characteristic.The approach to shaping the image of a country (state) should be comprehensive. The information component is one of the most important elements of this complex. Modern information technologies are growing at a rapid pace and are becoming more and more important in our lives, sometimes they can become a resource that allows us to show on the beneficial side of achievements in any field, or turn into an information weapon. The image of the state depends on the information and its assessment from the outside and from the middle of the country. In particular, information policy creates the conditions for a proper state presence on the world stage.The article deals with the notions of “image of the country”, “image of the state”, what elements they consist of; what is the external and internal image, its influence on the target audience by the example of the formation of the image of Germany, which has succeeded in a small (in historical sense) period of time, from a country which was considered to be the aggressor responsible for the deaths of millions of people, a country that has solved the Friend to improve its image to the most attractive country in the world, respected in the middle of the international arena, and regarded as the No. 1 country in which thousands of emigrants dream of living.