MEDIJI I DIGITALNA DIPLOMATIJA U EKONOMIJI POSTMODERNE EPOHE GLOBALIZACIJE/MEDIA AND DIGITAL DIPLOMACY IN THE ECONOMY OF THE POSTMODERN ERA OF GLOBALIZATION

Abstract

The postmodern trends of globalization have produced radical changes with numerous contradictions in all spheres of public life. The processes that have lasted for five decades have completely changed the former image of the world, especially in politics, economy and the sphere of communications. There is a large expansion of information and communication technologies that have incorporated new paradigms of business and entrepreneurial culture. Economics connects directly with diplomacy, shifting from an industrial to a digital context, with online business and virtual markets. The concept of digital economic diplomacy involves the implementation of media content, postmodern technologies and social networking platforms in the realization of projected goals. The media are an essential tool in the pursuit of business strategies by applying methods to adequately reduce the spatial and temporal dimensions of events. Economic diplomacy in the digital global age is carrying out complex activities to promote its own national values, conquer markets, increase its budget and contribute to the overall development of the country.