Neymatova, A.Y.
Security and peacefulness as key components of a
positive image of the state abroad.
// National Security.
2012. ¹ 5.
P. 13-22.
URL: https://en.nbpublish.com/library_read_article.php?id=61544
Neymatova, A.Y. Security and peacefulness as key components of a
positive image of the state abroad.
Abstract: The international image of Russia is a relevant and
highly replicated topic today. There are many interpretations
of the concept “image of the country” and even
more approaches to its formation. Confusion about
how to improve Russia’s image abroad, and the problem
of distinguishing the direction of supremacy (cultural,
investment, or “safe”) leads to an imbalance and
insolvency of the Russian image policy. In this article
the author puts forward his own concept of favoring the
perception of Russia abroad, based on Maslow’s pyramid
of needs. A capacious category of «security» forms
the basis of image pyramid and is a prerequisite for the
formation of a successful and favorable international
image of the country. Social, economic and cultural
components are on the next levels. The basic “safe”
grade is fundamental for the image, while the next two are variable depending on individual characteristics
and circumstances. Surveys presented in this paper
demonstrate the primacy and, in general, the materiality
of security for the country’s image. Gemany’s image
experience after World War II, which has made a bet
on the peacefulness and safety and has achieved considerable
success in this area, is analyzed. The priority
of security and peace in the image policy does not diminish
the importance of “soft power” of the state, but
only emphasizes the existential character of the first
component. Separately, the increasing importance of
information and cyber security in contemporary international
relations is distinguished. For Russia, the security
issue has prevailed and should futher prevail in
today’s agenda. It is caused not only by the importance
of the topic in the global discourse and its significance
for the country’s image policy, but also in order to fight
with many long external attacks on “secure” component
of Russia’s image.
Keywords:
security, peace, international image, diplomacy, investment image, the cultural component, pyramid, A.Maslow, soft power, cybersecurity.
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