Кризис ЕС: как Германия спасает проект единой Европы

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Abstract: The current economic crisis of the Eurozone has become one of the strongest challenges for the EU: it has put a question mark over further existence of the Union and splitted the European countries into two inconsolable groups of Euro optimists and Euro pessimists. The article discusses the role of Germany in strengthening the position of the EU as a key political player in the world arena, provides analysis of the two projects initiated in Germany in support of the European project, evaluates the effectiveness of implementation of the image projects in the EU in order to restore the reputation of the European Union during the current economic and existential crisis. In the article the method of system analysis has been applied for the purpose of accomplishing a complex study of the image campaigns implemented in Germany to support the EU. The study has the interdisciplinary character as it covers such scientific fields as international relations, imageology and marketing communications. The novelty of the research consists in deeper understanding of the following aspects: identification of the role of Germany in strengthening the position of the EU as a key political player on the world stage, the results of the system analysis of the anti-crisis image campaigns implemented by the Federal Republic of Germany, estimation of the effectiveness of the image campaigns "I want Europe" and "We are Europe“, estimation of the prospects of carrying out image projects in the EU in order to restore its image and reputation damaged during the current political and economical crisis.

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