Uloga digitalne diplomatije u kreiranju imidža nacije

Abstract

Digital technologies have advanced many spheres of modern society, including the methods of public diplomacy. The virtual environment has become a place of great importance to diplomatic representatives for highlighting political views, responding to crisis situations, exchanging opinions with colleagues or simply for communicating with the public within the country or internationally. Digital diplomacy, through internet technologies and social networks, has paved the way for diplomats to build not only a personal image, but also through a wide range of activities, to build the image of the nation they represent, as well. Unfortunately, the perceptions of the international public about the image of countries are mostly based on stereotypes and prejudices. However, cultural diplomacy, combined with the tools of digital technologies, becomes an important instrument of state foreign policy, which by presenting and promoting the country's cultural activities can influence the improvement of associations in the minds of the general international public and thus improve the nation's global image. The main goal of this paper is to point out the effectiveness of digital diplomacy methods in building a positive image of the nation, but also to draw the attention of diplomatic representatives, marketing experts and the professional public in general, to the many benefits of using digital tools in communication with the international public, in order to create positive mental associations about the country.