Digital Branding As a Tool of Public Diplomacy of the DACH Group of Countries
https://doi.org/10.22394/1726-1139-2024-1-219-231
Abstract
This article consists of discourse analysis and application of digital technologies in public diplomacy. The phenomenon of territory branding, its connection with public diplomacy in international relations, and how this practice was implemented by the largest German-speaking countries: the Federal Republic of Germany, the Republic of Austria and the Swiss Confederation are explored. Methodologically, scientific literature, mass media and materials of government organizations are used to analyze how certain subjects can use branding technologies. In conclusion, it is concluded that, although digital branding cannot solve problems by itself, it undoubtedly has an impact on interaction with foreign users, to a greater or lesser extent within the framework of public diplomacy.
About the Author
V. V. Voronkov
St. Petersburg State University
Russian Federation
Russian Federation
Viacheslav V. Voronkov, Master of International Relations, Postgraduate Student, Faculty of International Relations
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Review
For citations:
Voronkov V.V. Digital Branding As a Tool of Public Diplomacy of the DACH Group of Countries. Administrative Consulting. 2024;(1):219-231. (In Russ.) https://doi.org/10.22394/1726-1139-2024-1-219-231
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