MEASUREMENT OF SOFT FACTORS IN THE EU REGIONAL DEVELOPMENT: CASE OF MEDIA IMAGE OF CZECH REGIONS
MEASUREMENT OF SOFT FACTORS IN THE EU REGIONAL DEVELOPMENT: CASE OF MEDIA IMAGE OF CZECH REGIONS

Author(s): EVA POLEDNÍKOVÁ
Subject(s): Media studies, Regional Geography, EU-Accession / EU-DEvelopment
Published by: Masarykova univerzita nakladatelství
Keywords: media; regional development; soft factors;
Summary/Abstract: In the European Union, there is the belief that with the limited development potential of European territory, the endogenous development factors have become more important. However, there is a lack of a systematic and simultaneous assessment of the role soft factors. The aim of this paper is to contribute to the discussion and to extend the existing knowledge of the theoretical and methodological foundation of the geographical research of the importance of “soft” factors and the importance of media image of regions as one of the intangible factors in the Czech Republic. Results of literature review showed the majority of studies of soft factors of regional development in central eastern countries of the EU have focused on the human and social capital or institution. Image of the region influenced by media (TV) is one of the intangible factor which is rarely included into evaluation of regional development factors. Anylysis revealed that media landscape of the Czech Republic does not always comply with genuine features of individual regions.

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