Stvaranje imidža Republike Hrvatske putem poštanskih maraka

Creating the image of the Republic of Croatia by means of postage stamps

Stela Prislan – Fujs

Sažetak

Poštanske marke su komunikacijsko sredstvo oblikovano kao nespecifi čan, vizualan tiskani medij milijunskih naklada i s obveznim znakovljem državnosti (grb, naziv države, oznaka valute). Ovo znakovlje identifi cira državu i godinu podrijetla i time svojim vizualno-tekstualnim sadržajem izravno utječe na imidž države koju predstavlja. Na poštanskim markama prikazani su događaji iz hrvatske povijesti, elementi kulture, različite umjetnosti, sportovi i sportska postignuća, fl ora i fauna, turizam, zemljopis, znameniti ljudi, tradicija te domaće i svjetske manifestacije. Većina citiranih autora je u svojim defi nicijama i karakteristikama koje čine imidž (i identitet) države istaknula upravo ove sastavnice. Poštanska marka, uz ostale uloge koje obnaša, jedno je od sredstava i kanala komuniciranja s pomoću kojih jedna država potvrđuje svoj identitet i gradi svoj dobar imidž uz korištenje minimalnih novčanih sredstava i bez direktne kontrole te iste države (Republike Hrvatske).

Ključne riječi: imidž, identitet, poštanska marka, komuniciranje na nacionalnoj i globalnoj razini, promocija, Republika Hrvatska

Abstract

The Republic of Croatia is among recent international subjects on the world politics scene. Since its rightful membership in the international community in 1992 it has been building, renewing and reminding of its European identity and roots that reach back not just to the year 1992 but for centuries. Th e image of the Republic of Croatia was created as a mosaic of several factors: media information, direct good and bad experiences, stereotypes, its (non-)recognition on the world map and various prejudices; all of them struggle with the country’s history, natural and economic potential, culture and knowledge so that the entire relation toward Croatia rests on far broader foundations. Croatia, who has long lived without being an international subject and feels the consequences of the inhibited life in the former Yugoslav system, has fi nally got an opportunity to trace its way towards future. On that complex way real impulses are found fi rst of all in own traditional values. Croatia has to show readiness and capability for promoting its present culture and historical heritage. However, in the process of interconnecting the world, Croatia should be watchful not to lose its comparative values and advantages.

Keywords: image, identity, postage stamp, communication at national and global level, promotion, Republic of Croatia

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