MEDIA AS A TOOL FOR SHAPING NATIONAL IMAGE IN THE ERA OF MULTIPOLARITY

This article examines the role of media in shaping a nation's image in a multipolar era, characterized by a more equitable distribution of political and economic power compared to the past, which was dominated by specific blocs. The research highlights how both local and international media contribute to framing global public perceptions of a country, drawing on theories of framing, agenda-setting, and soft power. Additionally, it emphasizes the increasing prevalence of digital media and social media in the public sphere, which creates complex narratives about national identity amidst the realities of a multipolar world.