Country Image Formation in the Online Media: The Case of United Kingdom in the Lithuanian Online Media

Authors

  • Jurgita Stravinskiene Kaunas University of Technology
  • Ieva Dauksaite Kaunas University of Technology
  • Aiste Dovaliene Kaunas University of Technology

Keywords:

country image, Lithuania, online media, the role of online media, United Kingdom

Abstract

It is noticed that country image is being formed mainly by international TV and radio broadcasting, articles in international newspapers and journals, exchange programmes of students (or employees), sport events, however the most effective way to disseminate information about country is the use of online media. Despite the actuality of this topic the studies in this field are still fragmented. There is lack of comprehensive analysis of online media and its role in forming a country image from social, economic, political and cultural perspectives. So the research problem could be stated as follows: How do the online media contribute to the formation of the society’s opinion about the country image? The aim of the article is to develop a conceptual model for country image formation in the online media and test it empirically. The case of United Kingdom in the Lithuanian online media was chosen for qualitative research. Content analysis and focus group study methods were applied. The content analysis revealed that a socio-cultural influence is the most dominant aspect of the online media for country image formation. However after eliminating news about sports events no dominant aspects of online media were found. Nonetheless after focus group study it was found out that the majority of respondents excluded economical influence as the dominant aspect of online media in country image formation. In summary, research results revealed that the role of online media in country image formation should be analysed from the economical perspective.

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Published

2014-02-01

How to Cite

Stravinskiene, J., Dauksaite, I., & Dovaliene, A. (2014). Country Image Formation in the Online Media: The Case of United Kingdom in the Lithuanian Online Media. International Journal of Economic Practices and Theories, 4(2), 146-161. Retrieved from http://ijept.eu/index.php/ijept/article/view/Country_Image_Formation_in_the_Online_Media_The_Case_of_United

Issue

Vol. 4 No. 2 (2014): Special issue on Marketing and Business Development

Section

Articles

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