THE OPEN COMMUNICATION OF THE AUDIT BODY AS THE SOFT POWER OF THE STATE?

Jana Zvončeková ()
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Jana Zvončeková: Fakulta medzinárodných vzťahov, Ekonomická univerzita v Bratislave

Almanach (Actual Issues in World Economics and Politics), 2019, vol. 14, issue 2, 46-61

Abstract: The goal of this paper is to find the theoretical background and to outline the arguments that could be the subject of further scientific research to demonstrate the link between the open communication of the audit body, which has a fundamental impact on the functioning of public affairs and its ability to build a positive image of the country abroad. In view of the fact that the audit bodies are able to enter into public life in a fundamental way, the author is confident that the audit body has a major impact on the formation of domestic public opinion at the same time as public opinion in the foreign country. In order to achieve this, an open communication of the audit body is important, through which interaction with the mass media occurs. Paper deals with the term “mediatization”, that explains the correlation between the media and the public bodies. If the brand of the state is linked to public diplomacy, the author of the paper is confident that independent decision of the audit body matters to the level of democratic society. This is influenced by the open communication of the audit body, which can build the trust of the society to the state, to reinforce the civic society and to create the brand of the state.

Keywords: public diplomacy; mediatization; audit body; open communication (search for similar items in EconPapers)
JEL-codes: Z18 Z19 (search for similar items in EconPapers)
Date: 2019
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