Drexel University 3 credits COM
The course will explain the significance of strategic international communication in the contemporary globalized and digitized world. Mostly we communicate with the representatives of different nations on the basis of preconceived images of them. Those images are formed by objective forces as well as by active image shapers/manipulators. To a large extent, nations are brands and the images of those brands are strategically shaped by different agents - private and political interests, as well as state and business actors. Students will explore this process of strategic international image formation through the historical context, theoretical concepts, and economic and structural aspects of strategic international communication.
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