The role of socio-cultural structure of Kosova on the country image

In today social life, relations between humans are largely interdependent. A good operation between them is dependent on many social and cultural factors, but one of the most important factors is image which social groups of the humans reflect on each other. In our recent democracies, good image of the country, likewise, plays a greater social role to support its development factors, and if the country does not possess it the image, it will lead to a backwardness of the country development's progress. Regardless of place and time, almost the theorists of public relation and communication, they point out that the image is one of many factors influencing the establishment of relations between states. Public Relations and the media are with their tools in their domains which they operate, create, produce and reject practices and beliefs. The effects of public relations strategies operate at the societal level and in the long term, not through imposition, but create flexibility of the options or focusing on a limited set of choices. For example, in the case of the process of improving the image of a place in the international arena, the present case is examined in this thesis deals with the analysis of the challenges facing the Kosovar society in terms of image, the role of social and cultural structure and their role in forming positive international public opinion. In the first chapter, the thesis presents a general introduction of the main structure of social and cultural characteristics of Kosovar society and their role in the country's image. In the second chapter, social theories on public relations and international diplomacy are mentioned. The third part includes the media and society and some aspects of interconnection between them. The image will be discussed in chapter four of the paper through the latest findings from research on the role of the structure of the socio-cultural image of the country and evaluation of the research's quality.