20.500.12556/RUL-170245 Znamčenje z nišnimi kulturnimi proizvodi kot sredstvo javne diplomacije države magistrsko delo Nation branding with niche cultural products as a means of country's public diplomacy Magistrsko delo obravnava znamčenje kot sredstvo javne diplomacije države, ki za preseganje omejitev tradicionalni diplomatskih pristopov pri prepričevanju in privlaku tujih javnosti uporablja vire mehke moči. Kot primerjalne prednosti, s katerimi država oblikuje svojo podobo, magistrsko delo izpostavlja nišne kulturne proizvode, ki so močno zasidrani v kulturi in identiteti naroda, s čimer posedujejo tudi notranjo legitimnost in sposobnost, da zaradi svojih atributov učinkoviti naslavljajo tujo javnost. Magistrsko delo se pri identifikaciji dejavnikov, ki spodbujajo in zavirajo znamčenje države z nišnimi kulturnimi proizvodi, opira na lasten petfazni model, ki je v nadaljevanju apliciran na empirično analizo slovenskega vina in vinske sorte rebula. Na podlagi slednje ugotavlja, da imajo nišni kulturni proizvodi, ki že uživajo notranjo legitimnost domačega občinstva, ob močni podpori odločevalcev, urejenem institucionalnem in zakonodajnem okviru ter obstoječih strateških usmeritvah velik potencial, da oblikujejo podobo države na kulturnem, gospodarskem in političnem področju. The master's thesis addresses branding as a means of a country's public diplomacy, which uses soft power resources to overcome the limitations of traditional diplomatic approaches in persuading and attracting foreign audiences. As comparative advantages with which a country shapes its image, the thesis highlights niche cultural products, which are deeply rooted in the country's culture and identity, thereby possessing internal legitimacy and the ability to effectively address foreign audiences with their attributes. In identifying the factors that promote and inhibit the nation branding with niche cultural products, the master's thesis relies on its own five-phase analysis model, which is furthermore applied to an empirical analysis of Slovenian wine and the Rebula wine variety. Based on the latter, it concludes that niche cultural products that already enjoy internal legitimacy among the domestic audience, with strong support from decision-makers, a well-regulated institutional and legislative framework, and existing strategic guidelines, can potentially shape the image of the country in the cultural, economic, and political dimensions. znamčenje države kulturni proizvod primerjalne prednosti vino rebula nation branding cultural products competitive advantage wine rebula true true false M. Štepec Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-02 15:56:01 2025-07-02 15:56:03 2025-07-29 10:52:06 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (142 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 327:316.7(043.2) 175381 244147715 19787.pdf 19787.pdf 1 1C779D47E81F38A6596E4A022ED97F26 eed1e2f9b4ede3ddc8c50f5f2c6e11e3897333a8c47d163acfa38d3fbb272a8a 6616a216-574a-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212207 Fakulteta za družbene vede 0 0 0