Structure and formation of the state's foreign policy image
The structure of the image of the country is very complex: it combines the set of elements-subimages and is based on the perception of many characteristics of the state, a full list of which it is hardly possible to compile. The basis for the formation of the country's image is its individuality , which includes unique characteristics: features and resources of natural, demographic, historical, social and cultural; economic; organizational and legal and information. The individuality of the country also reflects technologies and approaches to work, partner trust and expertise, the level and quality of leadership, the degree of development of corruption, the characteristics of communication and much more (Figure 6.3).
A special role in the process of forming the image of the state belongs to culture, to what material and spiritual values it exports.
Fig. 6.3. The structure of the country's foreign policy image
According to the American political scientist, 3. Brzezinski, it is important what values "the state exports": "Rome exported laws, England - parliamentary party democracy, France - culture and republican nationalism, and the modern United States - scientific and technical innovations and mass culture ...
Culture has unique opportunities associated with the formation of a positive image of peoples, states, which ultimately helps in solving political problems. Among other factors that are of considerable importance in the formation of the country's image, the tourist infrastructure acquires.
In the structure of foreign policy image an important role is played by official symbols of the country, i.e. a complex of visual, verbal and other signs, by which people identify the country. This place on the map, name, coat of arms, flag, anthem, etc. As a matter of fact, this is the passport country with photo - by a card, indicating its name - names, by residence - location, etc.
In modern literature, the concept of state style , is also included, which includes information, communication and symbolic elements of the state identification system, as well as emblems, insignia , visual ways of presenting information (protocol principles of state etiquette and ceremonial).
Foreign policy images as phenomena very complex and broad can include ethnic images and stereotypes, but, as a rule, positive. At the same time, ethnic stereotypes have a significant impact on the formation of ideas about the state, its image in the world. For example, the image of the French and Americans clearly traces ethnic stereotypes, reflected in such statements as: "Americans - primitive, indiscriminate consumers" or: "The French are an arrogant community that has lost its once significant position."
The image of the country's political leader occupies a special place in the structure of the country's foreign policy image. It is built on the basis of perception of characteristics such as appearance, features of verbal and nonverbal behavior, facial expressions, gestures, smile, speech, socio-demographic characteristics (gender, age, education level, incomes, housing, family life cycle, etc.) , behavior, social background, stages of professional career, family environment, interests, opinions, activity outside work.
Nowadays, the image has become an indispensable attribute of most politicians, it is polished to the last detail. For example, on the faces of the elderly, the facial expression fixes the age changes more strongly, therefore during telecasts they are fed at a certain distance from the camera. The background on which the personality is represented is very important. Margaret Thatcher was difficult to get political recognition in a country with such conservative orders, so her image-makers paid close attention to the choice of interiors: most of her TV appearances were shot in a home setting against the backdrop of a lighted fireplace - in the English classic spirit.
The image of the country's leader is only one of the elements of her image, but quite important. In the final analysis, the degree of trust to the country as a whole depends to a large extent on the public's perception of the leaders of the state.
Remember to remember
The image of the state - is a set of ideas, including stereotyped, about the country in the main spheres of its life: political, social, economic, ecological, scientific, cultural, sports. It is important to remember that the image of the state is not just an impression of it, but a specially modeled goal-directed presentation, usually created by professionals.
When creating the image of the state, additional factors are taken into account. Natural resources, recreational zones, advanced industries, literary and artistic heritage, social policy successes occupy a bright position. At the same time, the image characteristics of the state are transferred to goods, organizations, other internal objects of the country, and vice versa, the iconic objects are the best items of production, the quality of education, which has already become a symbol, recognized by target audiences, competitors, and works for the image of the state. It is in such cases that cultural and social stereotypes arise - the "forest country", "German quality".
Speaking about the foreign policy image of the state, it is very important to consider the audience for which it is designed. Usually it can be the public within this state or the foreign public. Within each of these groups it is possible to single out individual audiences depending on the goals of image building and the specificity of their perception of image signals. So, within the framework of the foreign community it is possible to single out the public of different countries or regions belonging to different cultures. You can divide the foreign audiences of the image of the state and by other signs, for example, the business community is more interested in certain characteristics of the state, potential tourists - other, environmental organizations - third, etc.
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