Сравнительный анализ международного брендинга вооруженных сил и российский национальный брендинг инноваций в оборонно-промышленном комплексе как ответ на глобальные вызовы современности
Для цитирования
Данилова Е. А. Сравнительный анализ международного брендинга вооруженных сил и российский национальный брендинг инноваций в оборонно-промышленном комплексе как ответ на глобальные вызовы современности // Власть. 2017. Том 25. № 7. С. 92-107.
Аннотация
Статья посвящена сравнительному анализу брендинга вооруженных сил, военно-политических объединений и оборонной отрасли в целом в различных странах. В условиях роста угроз глобальной и национальной безопасности брендинг вооруженных сил неизбежно становится необходимой политической технологией для ведущих мировых держав. Включение символических ценностей безопасности в национальный имидж определяет позицию и конкурентоспособность государства на международной арене. Для России системная и последовательная реализация стратегии национального брендинга с опорой на компетенции оборонно-промышленного комплекса как одну из главных стратегических отраслей в российской промышленности является политической задачей номер один в целях роста геополитического влияния и патриотизма населения для консолидации нации перед лицом глобальных вызовов.
Ключевые слова:
национальный брендинг, брендинг вооруженных сил, армия, оборона, национальная безопасность, оборонно-промышленный комплекс
Литература
Данилова Е.А. 2016. Концептуальная модель формирования стратегии национального брендинга Российской Федерации. – Вопросы политологии. № 3(23). С. 203-212.
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Имиджевая стратегия России в контексте мирового опыта (под ред. И.А. Василенко). 2013. М.: Международные отношения. 359 с.
Anholt S. 2005. Brand New Justice: The Upside of Global Branding. Oxford: Butterworth-Heinemann. 173 p.
Anholt S. 2007. Competitive Identity: The New Brand Management for Nations, Cities and Regions. New York: Palgrave Macmillian. 147 p.
Anholt S. 2009. The Anholt-GfK Roper Nation Brands Index. New York: GfK Roper. URL: http://nation-brands.gfk.com/ (accessed 23.05.2017).
Archetti C. 2012. Understanding Terrorism in the Age of Global Media: A Communication Approach. New York: Palgrave Macmillian. 218 p.
Aronczyk M. 2013. Branding the Nation: The Global Business of National Identity. New York: Oxford University Press. 256 p.
Baktiari B. 2010. Seeking International Legitimacy: Understanding the Dynamics of Nuclear Nationalism in Iran. Nuclear Politics in Iran. Washington: Institute for National Strategic Studies. 58 p.
Berndtsson J., Dandeker C., Ydén Y. 2014. Swedish and British Public Opinion of the Armed Forces after a Decade of War. – Armed Forces and Society. P. 1-22. URL: http://journals.sagepub.com/doi/abs/10.1177/0095327X13516616 (accessed 24.04.2017).
Bidder B. 2013. Russia Today: Putin's Weapon in the War of Images. – Spiegel-online. August 13. URL: http://www.spiegel.de/international/business/putin-fights-war-of-images-and-propaganda-with-russia-today-channel-a-916162.html (accessed 28.04.2017).
Bogost I. 2010. Persuasive Games: The Expressive Power of Videogames. Cambridge: MIT Press. 464 p.
Bolton M., Sakamoto E.E., Griffiths H. 2012. Globalization and the Kalashnikov: Public-Private Networks in the Trafficking and Control of Small Arms. – Global Policy. Vol. 3. No. 3. P. 303-313.
Brainard L.A., McNutt J.G. 2010. Virtual Government-Citizen Relations: International, Transactional, or Collaborative? – Administration and Society. Vol. 42. P. 863-858.
Brown R. 2012. The Four Paradigms of Public Diplomacy: Building a Framework for Comparative Government External Communications Research. – PDNetworks.Wordpress.com. URL: https://pdnetworks.files.wordpress.com/2012/04/isa-2012-v4.pdf (accessed 24.04.2017).
Chalmers M. 2013. Towards the UK's Nuclear Century. – The RUSI Journal. Vol. 158. No. 6. P. 18-28.
Deverell E., Olsson E.K., Wagnsson Ch., Hellman M., Johnsson M. 2015. Understanding Public Agency Communication: The Case of the Swedish Armed Forces. – Journal of Public Affairs. Vol. 15. No. 4. P. 387-396.
Emerson K., Nabatchi T., Balogh S. 2011. An Integrative Framework for Collaborative Governance. – Journal of Public Administration Research and Theory. Vol. 22. P. 1-29.
Eriksson M. 2012. On-Line Strategic Crisis Communication: In Search of a Descriptive Model Approach. – International Journal of Strategic Communication. Vol. 6. P. 309-327.
Feldman L.G. 2012. Germany’s Policy of Reconciliation: From Enmity to Amity. Lanham: Rowman and Littlefield. 414 p.
Frey K. 2007. The Psychology of Nuclear Choice. – Journal of Genocide Research. Vol. 9. No. 3. P. 369-387.
Giles K. 2014. A New Phase in Russian Military Transformation. – Journal of Slavic Military Studies. Vol. 27. No. 1. P. 147-162.
Gilpin R. 1981. War and Change in World Politics. Cambridge: Cambridge University Press. 288 p.
Hajjar R.M. 2014. Military Warriors as Peacekeeper-Diplomats: Building Productive Relationships with Foreign Counterparts in the Contemporary Military Advising Mission. – Armed Forces & Society. Vol. 40. No. 4. P. 647-672.
Halter E. 2006. From Sun Tzu to Xbox: War and Video Games. New York: Thunder’s Mouth Press. 400 p.
Ham V.P. 2001. The Rise of the Brand State. – Foreign Affairs. Vol. 80. No. 5. P. 4. URL: https://www.foreignaffairs.com/articles/2001-09-01/rise-brand-state (accessed 18.05.2017).
Ham V.P. 2008a. Place Branding: The State of the Art. – The Annals of the American Academy of Political and Social Science. March. Vol. 616. P. 126-149.
Ham V.P. 2008b. «Security Branding»: The Role of Security in Marketing the City, Region or State. – Place Branding and Public Diplomacy. Vol. 4. P. 191-195.
Hellmann G. 2009. IR/Foreign Policy Theory and German Foreign Policy. – Journal of International Relations and Development. Vol. 12. No. 3. P. 251-256.
Kotler P., Armstrong G. 2013. Principles of Marketing. Prentice Hall: Upper Saddle River. 720 p.
Major C., Molling S. 2014. The Framework Nations Concept: Germany’s Contribution to a Capable European Defense. Berlin: Stiftung Wissenschaft und Politik. 4 p.
Maltby S., Thornham H., Bennett D. 2015. Capability in the Digital: Institutional Media Management and its Dis/Contents. – Information, Communication and Society. Vol. 18. No. 11. P. 1275-1296.
Maull H. 2010. The European Union as a Civilian Power – Aspirations, Potential, Achievements. – Ross R.S., Tunsjø Ø., Zhang T. US-China-EU Relations – Managing the New World Order (pp. 48-74). London, New York: Routledge. P. 48-74.
Mead C. 2013. War Play: Video Games and the Future of Armed Conflict. Boston: Houghton Mifflin Harcourt. 208 p.
Melissen J. 2005. The New Public Diplomacy: Soft Power in International Relations. New York: Palgrave Macmillan. 221 p.
Menon A. 2011. European Defense Policy from Lisbon to Libya. – Survival: Global Politics and Strategy. Vol. 53. No. 3. P. 75-90.
Mihăilă V. 2015. Security Branding and National Security. Concepts at Work. – Procedia – Social and Behavioral Sciences. Vol. 187. P. 424-428.
Morgenthau H. 2005. Politics among Nations: The Struggle for Power and Peace. McGraw Hill Education. 752 p.
Nielsen J., Salomonsen H. 2012. Why all this Communication? Explaining Strategic Communication in Danish Local Governments from an Institutional Perspective. – Scandinavian Journal of Public Administration. Vol. 16. P. 69-89.
Nye J. 2004. Soft Power: The Means to Success in World Politics. Public Affairs. 208 p.
O’Leary R., Vij N. 2012. Collaborative Public Management: Where Have We Been and Where Are We Going? – American Review of Public Administration. Vol. 42. P. 507-522.
Olsson E.-K., Deverell E., Wagnsson Ch., Hellman M. 2016. EU Armed Forces and Social Media: Convergence or Divergence. – Defense Studies. Vol. 16. No. 2. P. 97-117.
Pannier A., Schmitt O. 2014. Institutionalised Cooperation and Policy Convergence in European Defense: Lessons from the Relations between France, Germany and the UK. – European Security. Vol. 23. No. 3. P. 270-289.
Petersson M. 2011. Defense Transformation and Legitimacy in Scandinavia after the Cold War: Theoretical and Practical Implications. – Armed Forces and Society. Vol. 37. P. 701-724.
Pumroy R. 2015. Recruiting Soldiers of Steel: The Cross-promotion of Man of Steel and the National Guard. – The Journal of Popular Culture. Vol. 48. No. 4. P. 762-776.
Reich S., Lebow R. 2014. Goodbye Hegemony: Power and Influence in the Global System. Princeton: Princeton University Press. 216 p.
Robb D.L. 2004. Operation Hollywood: How the Pentagon Shapes and Censors the Movies. Amherst: Prometheus Books. 350 p.
Rothstein R. 2009. Creating Political Legitimacy: Electoral Democracy versus Quality of Government. – American Behavioral Scientist. Vol. 53. P. 311-330.
Rynning S. 2011. Strategic Culture and the Common Security and Defense Policy: a Classical Realist Assessment and Critique. – Contemporary Security Policy. Vol. 32. No. 3. P. 535-550.
Savage J. 2011. The Stability and Breakdown of Empire: European Informal Empire in China, the Ottoman Empire and Egypt. – European Journal of International Relations. Vol. 17. Iss. 2. P. 161-185.
Seib P. 2014. Public Diplomacy and Hard Power: The Challenges Facing NATO. – The Fletcher Forum of World Affairs. Vol. 38. No. 1. P. 95-100. URL: http://www.fletcherforum.org/wp-content/uploads/2014/04/38-1_Seib1.pdf (accessed 30.04.2017).
Solis B., Breakenridge D.K. 2009. Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR. Pearson: Upper Saddle River. 352 p.
Speck U. 2012. A Pillar of Freedom. – International Politics. Vol. 67. No. 3. P. 26-31.
Stein R.L. 2012. StateTube: Anthropological Reflections on Social Media and the Israeli State. – Anthropological Quarterly. Vol. 85. No. 3. P. 893-916.
Suid L.H. 2002. Guts and Glory: The Making of the American Military Image in Film. Lexington: UP of Kentucky. 672 p.
Thorbjørnsrud K., Figenschou T.U., Ihlen Ø. 2014. Mediatization of Public Bureaucracies: A Typology of Communications. – The European Journal of Communication. Vol. 39. P. 3-22.
Turse N. 2008. The Complex: How the Military Invades Our Everyday Lives. New York: Metropolitan Books. 304 p.
Wæraas A., Bjyrkeflot H. 2012. Public Sector Organizations and Reputation Management: Five Problems. – International Public Management. Vol. 15. P. 186-206.
Wolff A.T. 2014. Crafting a NATO Brand: Bolstering Internal Support for the Alliance through Image Management. – Contemporary Security Policy. Vol. 35. No. 1. P. 73-95.
Wood S. 2013. Prestige in World Politics: History, Theory, Expression. – International Politics. Vol. 50. Iss. 3. P. 387-411.
Wood S. 2017. Rebranding the Nation: Germany’s Image Politics. – International Politics. March. Vol. 54. No. 2. P. 161-181.
Zaharna R.S. 2010. Battles to Bridges: U.S. Strategic Communications and Public Diplomacy after 9/11. Basingstoke: Palgrave Macmillan. 240 p.
Жукова П. 2010. Имидж России и ее безопасность: диалектика взаимосвязи. – Власть. № 2. С. 53-55.
Имиджевая стратегия России в контексте мирового опыта (под ред. И.А. Василенко). 2013. М.: Международные отношения. 359 с.
Anholt S. 2005. Brand New Justice: The Upside of Global Branding. Oxford: Butterworth-Heinemann. 173 p.
Anholt S. 2007. Competitive Identity: The New Brand Management for Nations, Cities and Regions. New York: Palgrave Macmillian. 147 p.
Anholt S. 2009. The Anholt-GfK Roper Nation Brands Index. New York: GfK Roper. URL: http://nation-brands.gfk.com/ (accessed 23.05.2017).
Archetti C. 2012. Understanding Terrorism in the Age of Global Media: A Communication Approach. New York: Palgrave Macmillian. 218 p.
Aronczyk M. 2013. Branding the Nation: The Global Business of National Identity. New York: Oxford University Press. 256 p.
Baktiari B. 2010. Seeking International Legitimacy: Understanding the Dynamics of Nuclear Nationalism in Iran. Nuclear Politics in Iran. Washington: Institute for National Strategic Studies. 58 p.
Berndtsson J., Dandeker C., Ydén Y. 2014. Swedish and British Public Opinion of the Armed Forces after a Decade of War. – Armed Forces and Society. P. 1-22. URL: http://journals.sagepub.com/doi/abs/10.1177/0095327X13516616 (accessed 24.04.2017).
Bidder B. 2013. Russia Today: Putin's Weapon in the War of Images. – Spiegel-online. August 13. URL: http://www.spiegel.de/international/business/putin-fights-war-of-images-and-propaganda-with-russia-today-channel-a-916162.html (accessed 28.04.2017).
Bogost I. 2010. Persuasive Games: The Expressive Power of Videogames. Cambridge: MIT Press. 464 p.
Bolton M., Sakamoto E.E., Griffiths H. 2012. Globalization and the Kalashnikov: Public-Private Networks in the Trafficking and Control of Small Arms. – Global Policy. Vol. 3. No. 3. P. 303-313.
Brainard L.A., McNutt J.G. 2010. Virtual Government-Citizen Relations: International, Transactional, or Collaborative? – Administration and Society. Vol. 42. P. 863-858.
Brown R. 2012. The Four Paradigms of Public Diplomacy: Building a Framework for Comparative Government External Communications Research. – PDNetworks.Wordpress.com. URL: https://pdnetworks.files.wordpress.com/2012/04/isa-2012-v4.pdf (accessed 24.04.2017).
Chalmers M. 2013. Towards the UK's Nuclear Century. – The RUSI Journal. Vol. 158. No. 6. P. 18-28.
Deverell E., Olsson E.K., Wagnsson Ch., Hellman M., Johnsson M. 2015. Understanding Public Agency Communication: The Case of the Swedish Armed Forces. – Journal of Public Affairs. Vol. 15. No. 4. P. 387-396.
Emerson K., Nabatchi T., Balogh S. 2011. An Integrative Framework for Collaborative Governance. – Journal of Public Administration Research and Theory. Vol. 22. P. 1-29.
Eriksson M. 2012. On-Line Strategic Crisis Communication: In Search of a Descriptive Model Approach. – International Journal of Strategic Communication. Vol. 6. P. 309-327.
Feldman L.G. 2012. Germany’s Policy of Reconciliation: From Enmity to Amity. Lanham: Rowman and Littlefield. 414 p.
Frey K. 2007. The Psychology of Nuclear Choice. – Journal of Genocide Research. Vol. 9. No. 3. P. 369-387.
Giles K. 2014. A New Phase in Russian Military Transformation. – Journal of Slavic Military Studies. Vol. 27. No. 1. P. 147-162.
Gilpin R. 1981. War and Change in World Politics. Cambridge: Cambridge University Press. 288 p.
Hajjar R.M. 2014. Military Warriors as Peacekeeper-Diplomats: Building Productive Relationships with Foreign Counterparts in the Contemporary Military Advising Mission. – Armed Forces & Society. Vol. 40. No. 4. P. 647-672.
Halter E. 2006. From Sun Tzu to Xbox: War and Video Games. New York: Thunder’s Mouth Press. 400 p.
Ham V.P. 2001. The Rise of the Brand State. – Foreign Affairs. Vol. 80. No. 5. P. 4. URL: https://www.foreignaffairs.com/articles/2001-09-01/rise-brand-state (accessed 18.05.2017).
Ham V.P. 2008a. Place Branding: The State of the Art. – The Annals of the American Academy of Political and Social Science. March. Vol. 616. P. 126-149.
Ham V.P. 2008b. «Security Branding»: The Role of Security in Marketing the City, Region or State. – Place Branding and Public Diplomacy. Vol. 4. P. 191-195.
Hellmann G. 2009. IR/Foreign Policy Theory and German Foreign Policy. – Journal of International Relations and Development. Vol. 12. No. 3. P. 251-256.
Kotler P., Armstrong G. 2013. Principles of Marketing. Prentice Hall: Upper Saddle River. 720 p.
Major C., Molling S. 2014. The Framework Nations Concept: Germany’s Contribution to a Capable European Defense. Berlin: Stiftung Wissenschaft und Politik. 4 p.
Maltby S., Thornham H., Bennett D. 2015. Capability in the Digital: Institutional Media Management and its Dis/Contents. – Information, Communication and Society. Vol. 18. No. 11. P. 1275-1296.
Maull H. 2010. The European Union as a Civilian Power – Aspirations, Potential, Achievements. – Ross R.S., Tunsjø Ø., Zhang T. US-China-EU Relations – Managing the New World Order (pp. 48-74). London, New York: Routledge. P. 48-74.
Mead C. 2013. War Play: Video Games and the Future of Armed Conflict. Boston: Houghton Mifflin Harcourt. 208 p.
Melissen J. 2005. The New Public Diplomacy: Soft Power in International Relations. New York: Palgrave Macmillan. 221 p.
Menon A. 2011. European Defense Policy from Lisbon to Libya. – Survival: Global Politics and Strategy. Vol. 53. No. 3. P. 75-90.
Mihăilă V. 2015. Security Branding and National Security. Concepts at Work. – Procedia – Social and Behavioral Sciences. Vol. 187. P. 424-428.
Morgenthau H. 2005. Politics among Nations: The Struggle for Power and Peace. McGraw Hill Education. 752 p.
Nielsen J., Salomonsen H. 2012. Why all this Communication? Explaining Strategic Communication in Danish Local Governments from an Institutional Perspective. – Scandinavian Journal of Public Administration. Vol. 16. P. 69-89.
Nye J. 2004. Soft Power: The Means to Success in World Politics. Public Affairs. 208 p.
O’Leary R., Vij N. 2012. Collaborative Public Management: Where Have We Been and Where Are We Going? – American Review of Public Administration. Vol. 42. P. 507-522.
Olsson E.-K., Deverell E., Wagnsson Ch., Hellman M. 2016. EU Armed Forces and Social Media: Convergence or Divergence. – Defense Studies. Vol. 16. No. 2. P. 97-117.
Pannier A., Schmitt O. 2014. Institutionalised Cooperation and Policy Convergence in European Defense: Lessons from the Relations between France, Germany and the UK. – European Security. Vol. 23. No. 3. P. 270-289.
Petersson M. 2011. Defense Transformation and Legitimacy in Scandinavia after the Cold War: Theoretical and Practical Implications. – Armed Forces and Society. Vol. 37. P. 701-724.
Pumroy R. 2015. Recruiting Soldiers of Steel: The Cross-promotion of Man of Steel and the National Guard. – The Journal of Popular Culture. Vol. 48. No. 4. P. 762-776.
Reich S., Lebow R. 2014. Goodbye Hegemony: Power and Influence in the Global System. Princeton: Princeton University Press. 216 p.
Robb D.L. 2004. Operation Hollywood: How the Pentagon Shapes and Censors the Movies. Amherst: Prometheus Books. 350 p.
Rothstein R. 2009. Creating Political Legitimacy: Electoral Democracy versus Quality of Government. – American Behavioral Scientist. Vol. 53. P. 311-330.
Rynning S. 2011. Strategic Culture and the Common Security and Defense Policy: a Classical Realist Assessment and Critique. – Contemporary Security Policy. Vol. 32. No. 3. P. 535-550.
Savage J. 2011. The Stability and Breakdown of Empire: European Informal Empire in China, the Ottoman Empire and Egypt. – European Journal of International Relations. Vol. 17. Iss. 2. P. 161-185.
Seib P. 2014. Public Diplomacy and Hard Power: The Challenges Facing NATO. – The Fletcher Forum of World Affairs. Vol. 38. No. 1. P. 95-100. URL: http://www.fletcherforum.org/wp-content/uploads/2014/04/38-1_Seib1.pdf (accessed 30.04.2017).
Solis B., Breakenridge D.K. 2009. Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR. Pearson: Upper Saddle River. 352 p.
Speck U. 2012. A Pillar of Freedom. – International Politics. Vol. 67. No. 3. P. 26-31.
Stein R.L. 2012. StateTube: Anthropological Reflections on Social Media and the Israeli State. – Anthropological Quarterly. Vol. 85. No. 3. P. 893-916.
Suid L.H. 2002. Guts and Glory: The Making of the American Military Image in Film. Lexington: UP of Kentucky. 672 p.
Thorbjørnsrud K., Figenschou T.U., Ihlen Ø. 2014. Mediatization of Public Bureaucracies: A Typology of Communications. – The European Journal of Communication. Vol. 39. P. 3-22.
Turse N. 2008. The Complex: How the Military Invades Our Everyday Lives. New York: Metropolitan Books. 304 p.
Wæraas A., Bjyrkeflot H. 2012. Public Sector Organizations and Reputation Management: Five Problems. – International Public Management. Vol. 15. P. 186-206.
Wolff A.T. 2014. Crafting a NATO Brand: Bolstering Internal Support for the Alliance through Image Management. – Contemporary Security Policy. Vol. 35. No. 1. P. 73-95.
Wood S. 2013. Prestige in World Politics: History, Theory, Expression. – International Politics. Vol. 50. Iss. 3. P. 387-411.
Wood S. 2017. Rebranding the Nation: Germany’s Image Politics. – International Politics. March. Vol. 54. No. 2. P. 161-181.
Zaharna R.S. 2010. Battles to Bridges: U.S. Strategic Communications and Public Diplomacy after 9/11. Basingstoke: Palgrave Macmillan. 240 p.
Форматы цитирования
Другие форматы цитирования:
APA
Данилова, Е. А. (2017). Сравнительный анализ международного брендинга вооруженных сил и российский национальный брендинг инноваций в оборонно-промышленном комплексе как ответ на глобальные вызовы современности. Власть, 25(7), 92-107. извлечено от https://jour.fnisc.ru/index.php/vlast/article/view/5247
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