VAŽNOST NOVIH DIMENZIJA MOĆI ZA UNAPREĐENJE IMIDŽA DRŽAVE: SLUČAJ SRBIJE

Predrag D. Radojević

Sažetak

Cilj ovog rada je da označi nove dimenzije moći kao činioce od presudne važnosti za unapređenje imidža države u savremenom globalizovanom svetu, u kome mediji imaju središnju poziciju. Bez razvoja sveobuhvatne strategije, zasnovane na mekoj i mudroj moći, i primeni poznatih oruđa marketinga i menadžmenta, danas nije moguće graditi i unapređivati imidž bilo koje države. Područje novih dimenzija moći daje dobru priliku za izgradnju strategije unapređenja imidža i državama koje ne raspolažu tradicionalnim izvorima moći, među kojima je i Srbija. Izradom i primenom takve jedne strategije mogu se prevazići ograničenja i predrasude vezane za određež države u međunarodnoj javnosti, što je preduslov za njihovo uspešnije uključivanje u savremene međunarodne političke i ekonomske tokove. Zato unapređenje imidža države treba da posmatrati kao ulaganje koje će doneti bolju budućnost. Pri tome nacionalni identitet i posebnosti pojedine države imaju prvenstvenu važnost, iako se u tome ogleda jedna od protivurečnosti globalizacije.

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