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An Analysis of Media Perception of the Czech Republic in Selected Foreign Media in 2010-2011
[Analýza mediálního obrazu České republiky ve vybraných zahraničních médiích v letech 2010 a 2011]

Author

Listed:
  • Petr Král
  • Markéta Lhotáková
  • Maria Tisovski
  • Yana Shamina

Abstract

This paper analyzes the theoretical concept of country of origin as a brand and its influence on brand image of products originating from a particular country. It reviews the role of the media in establishing the perception of country of origin in general and its potential use as a tool contributing to the achievement of the target image of a country. Primary research concentrated on monitoring of influential international media (the global impact media BBC and CNN and 19 Russian media were analyzed) with the aim to identify factors that influenced the media perception of the Czech Republic in the years 2010 and 2011. The main factor that influenced the media perception of the Czech Republic was culture (including sports) followed by politics across all the media analyzed. Culture had a mainly positive impact, while politics a rather negative one. Cross-cultural differences in the media coverage were also identified and analyzed. The media audit conducted showed that the majority of the publicity was either neutral or slightly positive.

Suggested Citation

  • Petr Král & Markéta Lhotáková & Maria Tisovski & Yana Shamina, 2012. "An Analysis of Media Perception of the Czech Republic in Selected Foreign Media in 2010-2011 [Analýza mediálního obrazu České republiky ve vybraných zahraničních médiích v letech 2010 a 2011]," Acta Oeconomica Pragensia, Prague University of Economics and Business, vol. 2012(5), pages 36-47.
    • Handle: RePEc:prg:jnlaop:v:2012:y:2012:i:5:id:379:p:36-47
    DOI: 10.18267/j.aop.379
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    References listed on IDEAS

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    1. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(2), pages 235-255, June.
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    More about this item

    Keywords

    Czech Republic; media monitoring; media audit; country of origin; marketing strategy;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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