Celebrity diplomacy in Ukraine’s national branding after the full-scale Russian invasion of Ukraine


  • V. Parchevska

Ключові слова:

celebrity diplomacy; national branding; public diplomacy; image of Ukraine; Ukraine


The article examines celebrity diplomacy in the context of improving Ukraine’s international image after the start of a full-scale war with Russia. The research methodology consists of a complex of interconnected modern general scientific and special methods and approaches, which are presented by the use of analysis of the policy problem, synthesis of research results, the case method for outlining practical measures for the formation of the national brand of Ukraine and media monitoring to study the activities of celebrities as participants in public diplomacy. It was established that celebrity diplomacy helped to develop the image of Ukraine in the world and to keep the topic of the RussianUkrainian war relevant on the international agenda.


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