Page 41 - JDPA Volume 02, Issue 02

Journal of Defence & Policy Analysis Volume 02, Issue 02, December 2023

A country’s image on the global stage

A country’s image on the global stage is shaped by six primary factors, each con-
tributing to the overall perception held by international audiences. The six pri-
mary factors influencing a country’s image encompass :-

1. The influential role of sports
2. The people’s perspective
3. Cultural distinctiveness
4. Tourism
5. Country of origin
6. Public diplomacy

Each facet contributes significantly to shaping and defining a nation’s overall
perception and all of these factors can be worked on policy-based and with a
continuous symbolic chain of actions.

The challenge at hand is that while the government often assumes and, indeed,
must undertake a prominent role, there is a necessity for a central agency to ac-
tively participate. Additionally, the establishment of a dedicated body is imper-
ative to engage in strategic thinking beyond conventional communication cam-
paigns. Many nations strategically allocate resources in prominent countries to
advance their interests on the global stage.

The assessment of whether the world is a better place is nuanced. Technological
advancements have brought comfort and efficiency, enabling swift global mo-
bility. However, the apparent progress is shadowed by rising unemployment, in-
creased conflicts, pandemics, emerging diseases, and heightened issues like drug
trafficking. This prompts reflection on the broader question of humanity in the
face of these challenges. Despite our organized efforts through the division of 200
countries, it is evident that addressing global issues within distinct geographic
boundaries has proven insufficient.

Countries have undertaken decisive measures across various pillars such as
science, technology, and culture to garner esteem from both local and inter-
national communities. This underscores that recognition is not contingent
on wealth, power, or size, but rather on the appreciation garnered for contri-
butions to humanity. Sri Lanka possesses significant potential in this regard.

Ex:- Bhutan

Faculty of Defence and Strategic Studies, General Sir John Kotelawala Defence University, Sri Lanka
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