Російсько-українська війна та її вплив на трансформацію міжнародного іміджу України
Ключові слова:
міжнародний імідж, війна, репутація, привабливість, жорстка сила, м’яка сила
Анотація
Актуальність. Війна в Україні змусила світове співтовариство більше уваги приділяти країні. Війна викликала масштабні міжнародні переговори та рішення, спрямовані на врегулювання ситуації. Таким чином, міжнародний імідж України отримав більше уваги та визнання на світовій арені. Відтак, метою дослідження є розгляд актуальних дипломатичних дій України та їх вплив на трансформацію її міжнародного іміджу та сприйняття світовим співтовариством під час повномасштабної російсько-української війни, щоби обрамити ефективні іміджеві стратегії задля подальшого розвитку українського світового бренду. Результати. Стаття представляє системний аналіз взаємозв'язку між війною на території України та змінами у сприйнятті країни на міжнародному рівні. Автори звертають увагу на те, як зміни в образі України внаслідок військових подій відображаються на сприйнятті країни міжнародним співтовариством та різноманітними зацікавленими сторонами. Автори аналізують ефективність комунікаційних стратегій та дипломатичних зусиль в умовах війни та намагаються визначити можливі шляхи покращення міжнародного іміджу України. Висновки. Війна на території країни безперечно має значущий вплив на сприйняття України на міжнародному рівні. Створення нових відомств, активна робота в соціальних мережах та ЗМІ і вдалі маркетингові стратегії з боку президента Зеленського відкрили нові шляхи для України у розвитку своєї суб’єктності та впливу на світове співтовариство. Активна співпраця з міжнародними партнерами шляхом підтримки та взаєморозуміння, визначає успіх у створенні позитивного образу країни. Ми підкреслюємо, що в умовах війни важливо враховувати комплексність та динаміку вищезгаданих досліджених факторів, що визначають міжнародний імідж країни. Ефективна комунікаційна стратегія, активна дипломатія та підтримка громадськості є ключовими елементами для збереження та зміцнення позитивного образу України в світовому співтоваристві.Завантаження
Дані завантаження ще не доступні.
Посилання
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Nye, J. (2022). Eight lessons from the Ukraine War. China-Us Focus. Retrieved from https://www.chinausfocus.com/peace-security/eight-lessons-from-the-ukraine-war
Palace of Culture ‘Youth’ in Mariupol. (2022) Retrieved from https://ui.org.ua/en/postcard/palace-of-culture-youth-in-mariupol/
Parker J. (2022). EU awards Ukraine and Moldova candidate status. BBC. Retrieved from https://www.bbc.com/news/world-europe-61891467
Russ, H. (2022). McDonald's, Starbucks, Coke and Pepsi all halt sales in Russia. Reuters. Retrieved from https://www.reuters.com/markets/europe/morgan-stanley-backs-cautious-fed-rate-hikeukraine-crisis-fuels-infation-2022-03-08/
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Ukraine’s first lady appeals to members of Congress for continued support in fight against Russian invasion. (2022). Retrieved from https://news.yahoo.com/ukraine-first-lady-appeals-members-161126737.html
Watson, I. (2022). It’s our brand: Ukraine’s government turns nation’s bravery into biggest cultural export. PR Week. Retrieved from https://www.prweek.com/article/1752815/its-brand-ukraines-government-turns-nations-bravery-biggest-cultural-export
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Zarembo, K. (2011). Soft power and Ukraine. Kyiv Post. Retrieved from https://archive.kyivpost.com/article/opinion/op-ed/soft-power-and-ukraine100406.html
Blake, M. (2022). How Zelenskyy emerged as the antithesis of Putin and proved you don’t need to be a strongman to be a great leader. The Conversation. Retrieved from https://theconversation.com/how-zelenskyy-emerged-as-the-antithesis-of-putin-and-proved-you-dont-need-to-be-a-strongman-to-be-a-great-leader-178485
Braithwaite, S. (2022). Zelensky refuses U.S. ofer to evacuate, saying ‘I need ammunition, not a ride.’ CNN. Retrieved from https://www.cnn.com/2022/02/26/europe/ukraine-zelensky-evacuation-intl/index.html
Bureiko, N. (2021). Ukraine’s public policy enters a new phase. New Eastern Europe. Retrieved from https://neweasterneurope.eu/2021/06/23/ukrai nes-public-diplomacy-enters-a-new-phase/
Einhorn, S. (2022). Ukraine-Russia war: On social media, Zelensky already won. Jerusalem Times. Retrieved from https://www.jpost.com/opinion/article-702750
Eremeyeva, I. A. (2021). Practical aspects of forming the international image of the state. Regional Studies, 24. https://doi.org/10.32782/2663-6170/2021.24.17
European Council Conclusions EUROCO 24/22. (2022). Retrieved from https://www.consilium.europa.eu/media/57442/2022-06-2324-euco-conclusions-en.pdf
Fan, Y. (2010). Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, 6(2). Retrieved from https://www.academia.edu/5185202/Branding_the_nation_towards_a_better_understanding
First lady of Ukraine accepts computer donation from HP Inc. for Ukrainian children and healthcare workers. (2022). Retrieved from https://press.hp.com/us/en/press-releases/2022/ukraine-first-lady-accepts-hp-computer-donation.html
Friedman, V. (2022). In Washington, Olena Zelenska dressed for Ukraine. New York Times. Retrieved from https://www.nytimes.com/2022/07/21/style/olena-zelenska-washington-style.html
How Volodymyr Zelensky found his roar. (2022). Retrieved from https://www.economist.com/europe/2022/02/26/how-volodymyr-zelensky-found-his-roar
Hrushetskyi, A. (2022). How Ukrainians See Relations Between Ukraine And Russia: The Results Of A Telephone Survey Conducted On July 6-20, 2022. Kyiv International Institute of Sociology. Retrieved from https://www.kiis.com.ua/?lang=eng&cat=reports&id=1127&page=1
Hukalova, I. (2023). Image and perception of Ukraine in the world: war experience. Geographic education and science: challenges and progress: materials of the international scientific and practical conference dedicated to the 140th anniversary of geography at Lviv University (Lviv, May 18–20, 2023). (In 3 volumes. Volume 1). Lviv: Prostir-M.
Ilyashenko, S. M. (2023). The influence of the international image of Ukraine on the prospects of its post-war innovative development. Marketing and Digital Technologies, 7(3). Retrieved from https://mdt-opu.com.ua/index.php/mdt/article/download/313/204
Ingenhof, D. (2018). A political leader’s image in public diplomacy and nation branding. International Journal of Communication, 12. Retrieved from https://ijoc.org/index.php/ijoc/article/viewFile/8186/2498
Khan, I. (2022). Zelensky humanizes Ukraine’s plight in his social media messaging. CNET. Retrieved from https://www.cnet.com/news/politics/zelenskyy-humanizes-ukraines-plight-in-hissocial-media-messaging/
Kramer, A.E. (2022). Zelensky, whose career started in show business, pressed Hollywood for an appearance at the Oscars. New York Times. Retrieved from https://www.nytimes.com/2022/03/27/world/europe/zelensky-oscars.html
Ladychenko, K. (2023). Innovative dimensions of the transformation of the national brand of Ukraine in the conditions of war. Problems and prospects of the development of innovative activity in Ukraine: challenges of wartime: theses add. XIV International business forum (Kyiv, March 23, 2023). https://doi.org/10.31617/k.knute.2023-03-23
Markessinis, A. (2010). Branding Ukraine. Nation Branding. Retrieved from https://nation-branding.info/2010/03/10/branding-ukraine/
Nerozzi, T.H.J. (2022). Ukrainian first lady Olena Zelenska hosts summit moderated by Piers Morgan. Fox News. Retrieved from https://www.foxnews.com/world/ukrainian-first-lady-olena-zelenska-hosts-summit-moderated-piers-morgan
Nye, J. (2008). Public diplomacy and soft power. Annals of the American Academy of Political and Social Science, 616(1). Retrieved from https://journals.sagepub.com/doi/epdf/10.1177/0002716207311699
Nye, J. (2022). Eight lessons from the Ukraine War. China-Us Focus. Retrieved from https://www.chinausfocus.com/peace-security/eight-lessons-from-the-ukraine-war
Palace of Culture ‘Youth’ in Mariupol. (2022) Retrieved from https://ui.org.ua/en/postcard/palace-of-culture-youth-in-mariupol/
Parker J. (2022). EU awards Ukraine and Moldova candidate status. BBC. Retrieved from https://www.bbc.com/news/world-europe-61891467
Russ, H. (2022). McDonald's, Starbucks, Coke and Pepsi all halt sales in Russia. Reuters. Retrieved from https://www.reuters.com/markets/europe/morgan-stanley-backs-cautious-fed-rate-hikeukraine-crisis-fuels-infation-2022-03-08/
Russia’s Soft Power Collapses Globally Following Invasion, Attitudes Towards Ukraine Soar. (2022). Retrieved from https://brandfinance.com/press-releases/russias-soft-power-collapses-globally-following-invasion-attitudes-towards-ukraine-soar
Savon, K. V. (2019). International image of Ukraine: current state and development prospects. Current Policy Issues, 64. https://doi.org/10.32837/app.v0i64.196
Shapero, J. (2022). Russia surpasses Iran to become world's most sanctioned country. Axios. Retrieved from https://www.axios.com/2022/03/08/russiamost-sanctioned-country
Shevchenko, G. (2009). The political and information dimension of state branding of Ukraine. (Author's abstract for obtaining the scientific degree of candidate of political sciences). KNU named after T. Shevchenko.
Shuster, S. (2022). Ukraine's First Lady Olena Zelenska takes on the trauma of war. Time. Retrieved from https://time.com/6194177/olena-zelenskaukraine-frst-lady-interview/
Social Blade 2022. (2022). Retrieved from https://socialblade.com/twitter/user/ukraine
Sologub, I. (2022). Fight for the Mind: What Did the Government Do in the Sphere of Culture and Media Since February 24. Vox Ukraine. Retrieved from https://voxukraine.org/en/fight-for-the-mind-what-did-the-government-do-in-the-sphere-of-culture-and-media-since-february-24th/
Suciu, P. (2022). There are now hundreds of Volodymyr Zelensky impersonators on social media. Forbes. Retrieved from https://www.forbes.com/sites/petersuciu/2022/03/16/there-are-now-hundreds-of-volodymyrzelenskyy-impersonators-on-social-media/?sh=369f0ee54a6e
Tereshchuk, V. (2016). Cultural diplomacy as a tool of Ukraine’s foreign policy: Achievements and challenges. The Copernicus Journal of Political Studies, 2. Retrieved from https://www.academia.edu/80256822/Cultural_Diplomacy_as_a_Tool_of_Ukraine_s_Foreign_Policy_Achievements_and_Challenges
The European Commission recommends to Council confirming Ukraine, Moldova and Georgia's perspective to become members of the EU and provides its opinion on granting them candidate status. (2022). Retrieved from https://neighbourhood-enlargement.ec.europa.eu/news/european-commission-recommends-council-confirming-ukraine-moldova-and-georgias-perspective-become-2022-06-17_en
Ukraine House opens in Washington. (2021). Retrieved from https://www.usubc.org/site/recent-news/ukraine-house-opens-in-washington
Ukraine NOW. Ukraine's new branding. (2018). Retrieved from https://bandaagency.com/case/ukraine-now
Ukraine Restricts Russian Books and Music in Latest Step of ‘Derussification’. (2022). Retrieved from https://www.theguardian.com/world/2022/jun/20/ukraine-restricts-russian-books-and-music-in-latest-step-of-derussification
Ukraine’s first lady appeals to members of Congress for continued support in fight against Russian invasion. (2022). Retrieved from https://news.yahoo.com/ukraine-first-lady-appeals-members-161126737.html
Watson, I. (2022). It’s our brand: Ukraine’s government turns nation’s bravery into biggest cultural export. PR Week. Retrieved from https://www.prweek.com/article/1752815/its-brand-ukraines-government-turns-nations-bravery-biggest-cultural-export
Wintour, P. (2022). The Revenge of History in Ukraine: Year of War Has Shaken Up World Order. The Guardian. Rrtrieved from https://www.theguardian.com/world/2022/dec/26/ukraine-war-revenge-of-history-how-geopolitics-shaping-conflict
Zarembo, K. (2011). Soft power and Ukraine. Kyiv Post. Retrieved from https://archive.kyivpost.com/article/opinion/op-ed/soft-power-and-ukraine100406.html
Опубліковано
2023-12-28
Як цитувати
Сліпецька, Ю., & Туровський, І. (2023). Російсько-українська війна та її вплив на трансформацію міжнародного іміджу України. Науково-теоретичний альманах Грані, 26(6), 20-28. https://doi.org/10.15421/1723124
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