An Examination of The Contribution of Animal Representation As A Public Relations Strategy To National Image Within A Communication Context

Abstract

In terms of image management, it is known that establishing sustainability involves individuals and institutions maintaining and preserving their presence within social and professional dynamics and in daily life; similarly, the sustainability of a country's positive image is crucial for international communication, cooperation, solidarity, and the preservation and development of the current political conjuncture.
When evaluating the field of public relations, a critical animal studies perspective will enrich this field, make it more productive, and offer an entirely new viewpoint on public relations. Therefore, it can be stated that a critical animal studies perspective, within the framework of the critical public relations discipline, is a necessity in the new world order for building the sustainability of micro and macro-level adaptations in keeping pace with the changing and transforming evolution occurring at local and global levels.
The aim of this study, conducted using the literature review method -a qualitative research approach- is to examine the role of animals in strengthening and sustaining a country's image through their inclusion in public relations efforts, thereby highlighting that an image can be shaped by elements extending beyond the obvious. The concept of image cannot be limited solely to elements such as a country’s history, geography, traditions, products, position in art/sports, and its human structure. A country’s image develops and takes shape directly in relation to its culture. Human-animal relations, an element and building block of culture, must also be considered and evaluated within this context. Since “animals” -which contribute to a country’s image at both local and international levels- have not been addressed as a public relations strategy within the context of image, this study highlights its importance by filling an existing gap in the literature.
The study posits that, through various examples arising within the context of human-animal interaction, animals can be treated as a public relations strategy-viewed not only as social stakeholders but also as cultural elements that strengthen and sustain a country’s image.