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    Title: 歐洲歌唱大賽與國家品牌行銷：NBI排名前端國家之個案研究
    Eurovision Song Contest and Nation Branding: The Case Study of Highly Ranked NBI Countries
    Authors: 游安娜
    Jonjic, Ana
    Contributors: 林芝璇
    Lin, Elaine
    游安娜
    Jonjic, Ana
    Keywords: 國家品牌形象
    國家品牌指標
    歐洲歌唱大賽
    國家認同
    媒介景觀
    Nation branding
    Nation Brand Index
    Eurovision Song Contest
    National identity
    Mediascapes
    Date: 2022
    Issue Date: 2022-07-01 16:23:47 (UTC+8)
    Abstract: 本研究旨於探討擁有較佳之國家品牌指數（NBI）的國家，如何透過主辦歐洲歌唱大賽來塑造自我國家之形象。透過個案研究法，本研究以NBI安霍爾特國家品牌指數（Anholt Nation Brand Index）為基礎，挑選排名前二十且過去曾經主辦過大賽之國家進行研究，即2015 年的主辦國奧地利、2016 年的主辦國瑞典及 2021 年的主辦國荷蘭。本研究分別透過該年度大賽官方媒體的傳播訊息，分析其象徵性、功能性及體驗性意涵，以釐清該主辦國如何於歐洲歌唱大賽中，傳達、形塑及強化其國家品牌形象；並進一步比較大賽官方媒體和外部大眾媒體中，訊息呈現之差異性。本研究結果發現，這些個案除了關注與泛歐文化價值觀相符之立場外，亦突顯該主辦國能夠解決當代政治與社會問題之能力，透過歐洲歌唱大賽推廣該主辦國的正向國家品牌形象，使觀眾產生共鳴。雖然部分外部大眾媒體與大賽官方媒體所呈現之內容、 脈絡略有不同 ， 但在整體國家品牌形象展現 上，並未見顯著差異 。本研究根據個案分析結果，探討理論及實務面之意涵，並為後續研究提供具體可行之建議方向。
    The Eurovision Song Contest was often studied through the lens of the nation branding. There have been previous studies showing the ways that former communist countries and less known countries have used the platform to rebrand themselves. However, there is not a lot of studies done on how the countries with a strong brand choose to brand themselves on the Eurovision Song Contest. This study aims to explore on how the countries with a strong NBI have used the Eurovision Song Contest as a platform for nation branding. Specifically, it investigates how the host countries display different identity levels through visual cues and internal media, as well as how does this image get further spread in the external media.
    To explore this topic, the case studies were chosen as a suitable research method. The cases were selected by looking into host countries ranking on the Anholt Nation Brand Index and choosing those with the NBI Rank lower than 20 which resulted in choices of three editions - Austria 2015, Sweden 2016 and the Netherlands 2021. The case studies analyzed the visual cues from three different identity levels (i.e., symbolic, functional, and experiential) to deduct the internal narrative that was compared to the external media to determine the gap in the information spread.
    The findings showed that in comparison with the countries with a weaker nation brand, the host countries with a strong NBI not only aligned with a pan-European identity, but they also presented an image of themselves that painted them as those capable of tackling the current political and societal issues. The analysis of the external media has shown some of the news sites diverting slightly from the official narrative. Nevertheless, the overall image was not framed in an entirely different fashion. Although the case studies give the potential readings into host countries perceptions as the result of hosting the Eurovision Song Contest, the further research in a form of survey or interviews would have to be done to help determine the relationship between the nation branding strategy and the image promotion on the Eurovision Song Contest.
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    Description: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    109461010
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109461010
    Data Type: thesis
    DOI: 10.6814/NCCU202200478
    Appears in Collections:[International Master`s Program in International Communication Studies] Theses

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