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題名 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作者 游安娜
Jonjic, Ana貢獻者 林芝璇
Lin, Elaine
游安娜
Jonjic, Ana關鍵詞 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日期 2022 上傳時間 1-Jul-2022 16:23:47 (UTC+8) 摘要 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. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
109461010資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109461010 資料類型 thesis dc.contributor.advisor 林芝璇 zh_TW dc.contributor.advisor Lin, Elaine en_US dc.contributor.author (Authors) 游安娜 zh_TW dc.contributor.author (Authors) Jonjic, Ana en_US dc.creator (作者) 游安娜 zh_TW dc.creator (作者) Jonjic, Ana en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 16:23:47 (UTC+8) - dc.date.available 1-Jul-2022 16:23:47 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 16:23:47 (UTC+8) - dc.identifier (Other Identifiers) G0109461010 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140673 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 109461010 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents CHAPTER 1 1INTRODUCTION 1Eurovision Song Contest - Background 1Nation Branding on the Eurovision Song Contest 3Research Aims and Objectives 7CHAPTER 2 9LITERATURE REVIEW 9Nation Branding 9Nation Branding Approaches 13Technical-Economical Approach 13Cultural Approach 15Political Approach 18This Study 20CHAPTER 3 25METHODOLOGY 25Research Design 25Selecting Cases 25Data Collection 28Data Analysis 31CHAPTER 4 35CASE STUDIES 35Overview of the Analyses 35Austria 2015 - Vienna is Different 36Background of the Contest 36Symbolic Facet - Vienna is Building Bridges 37Functional Facet - Vienna is Modern 41Experiential Facet - Vienna is Accepting 44Media Coverage - Did Vienna unify Europe? 52Sweden 2016 - No home like Stockholm 56Background of the Contest 56Symbolic Facet - Come Together in Sweden 57Functional Facet - Sweden is Innovative 60Experiential Facet - Everyone is Welcome! 63Media Coverage - Technology or Human Rights? 67The Netherlands 2021 - One of a Kind 70Background of the Contest 70Symbolic Facet - Open Up in the center of Europe 72Functional Facet - The Netherlands is Resilient 75Experiential Facet - Anyone can Open Up! 80Media Coverage - Overcoming the Pandemic 84CHAPTER 5 87GENERAL DISCUSSION AND CONCLUSION 87Case Study Insights 87Theoretical Implications 91Research Contributions 95Limitations and Future Research 96Recommendations for Future Research 97Conclusion 98References 101 zh_TW dc.format.extent 3946295 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109461010 en_US dc.subject (關鍵詞) 國家品牌形象 zh_TW dc.subject (關鍵詞) 國家品牌指標 zh_TW dc.subject (關鍵詞) 歐洲歌唱大賽 zh_TW dc.subject (關鍵詞) 國家認同 zh_TW dc.subject (關鍵詞) 媒介景觀 zh_TW dc.subject (關鍵詞) Nation branding en_US dc.subject (關鍵詞) Nation Brand Index en_US dc.subject (關鍵詞) Eurovision Song Contest en_US dc.subject (關鍵詞) National identity en_US dc.subject (關鍵詞) Mediascapes en_US dc.title (題名) 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 zh_TW dc.title (題名) Eurovision Song Contest and Nation Branding: The Case Study of Highly Ranked NBI Countries en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) "Building Bridges" lyrics. 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