Publication: Proyección de España en el Exterior: Soft Power y Marca País
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2020-06-05
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Abstract
Este documento analiza el poder blando de España y cómo es gestionado mediante nuestra marca país actual, España Global. Para ello, primero se establece un marco teórico con el concepto de soft power y de diplomacia pública, que servirá como guía para el estudio.
Para análisis del poder blando, se recurre al índice The Soft Power 30, que analiza nuestro país en base a seis parámetros distintos: Cultura, Compromiso Internacional, Entorno Político, Entorno Empresarial, Educación y Digitalización. Por último, se estudia la propuesta de imagen para nuestro país que ofrece España Global y se pone en relación con nuestro soft power.
This document aims to analyze the soft power of Spain and how it is managed through our national branding project, España Global. In order of achieving this, the first thing is to establish a theoretical framework with the concepts of soft power and public diplomacy, to be used as a guidelines for the research. To study the spanish soft power, it is used The Soft Power 30 index, which analyze our country based on six different variables: Culture, Engagement, Government, Enterprise, Education and Digital. Last of all, it is studied the new image España Global offers for our state and his relation with our soft power.
This document aims to analyze the soft power of Spain and how it is managed through our national branding project, España Global. In order of achieving this, the first thing is to establish a theoretical framework with the concepts of soft power and public diplomacy, to be used as a guidelines for the research. To study the spanish soft power, it is used The Soft Power 30 index, which analyze our country based on six different variables: Culture, Engagement, Government, Enterprise, Education and Digital. Last of all, it is studied the new image España Global offers for our state and his relation with our soft power.