Elements of National Identity in External Communication in the Context of Digital Transformation and Globalization (Communicatio VILNIUS TECH

Overview

Research topic description:

According to sociological theory, communication within each generation is fundamentally grounded in the system of values it upholds. Individuals function simultaneously as members of culture and as its active creators, continuously shaping and reshaping collective meanings. In the context of globalization, digital transformation, and increasingly complex geopolitical circumstances, the question of national identity requires renewed scholarly attention.

National identity constitutes a significant social and cultural construct that influences both personal and organizational identity formation. In contemporary society, external communication—particularly within digital environments—has become a primary arena in which national identity is articulated, reinforced, negotiated, and, in some cases, strategically manipulated. Current global examples demonstrate that national identity functions not only as a cultural marker but also as a strategic resource employed by states, institutions, and organizations in pursuit of political, social, and communicative objectives. Consequently, several interrelated research areas warrant systematic and in-depth investigation. 

First research area: Formation of national identity in the digital space. The first research direction focuses on the processes through which national identity is constructed and communicated in digital environments. This includes the development of national narratives online, as well as the risks associated with disinformation, propaganda, and hybrid communication strategies. Particular attention must be paid to the impact of emerging technologies on national identity communication, including AI-generated content, algorithm-driven visibility, and the ethical challenges arising from automated and synthetic media. Additionally, the role of social networks and user-generated content in shaping public perceptions of national identity requires critical examination.

While fostering national identity in the digital space may serve as a unifying and empowering force, it also carries the risk of escalating into exclusionary nationalism or ideological polarization. Identifying the conditions under which national identity communication remains constructive—and the points at which it becomes socially or politically harmful—constitutes a central research challenge within this area. 

Second research area: Expression of national identity in external communication. The second research area examines the ways in which national identity is expressed and operationalized in external communication. This includes the use of national symbols, colors, language, narratives, and visual elements as markers of identity, as well as their strategic application in branding, public discourse, and international representation by states and organizations. National identity elements also play a significant role in diplomacy, public diplomacy initiatives, and international communication campaigns.

Importantly, this research emphasizes that the communicative context in which national identity elements are employed is often more significant than the elements themselves. Therefore, scholarly inquiry must focus on the recognition, interpretation, perceived value, and strategic deployment of national identity elements—considering timing, medium, audience, and cultural sensitivity—as decisive factors in effective external communication. 

Third research area: National identity in crisis communication. The third research direction addresses the role of national identity in crisis communication. This includes examining how national values, narratives, and symbols are mobilized to foster internal social cohesion and international solidarity during times of crisis. At the same time, the research must critically assess the risks, ethical dilemmas, and communicative challenges associated with invoking national identity in crisis situations.

Empirical analysis may draw upon various forms of collective action, including social movements, civic initiatives, solidarity campaigns, advocacy efforts, and social justice movements, focusing on their communication strategies, content, and societal impact. 

Creativity, societal evolution, and strategic implications. Across all research areas, the creativity of both content creators and content consumers plays a pivotal role in shaping national identity communication. A central analytical question concerns the conditions under which creative expression functions as a constructive force contributing to social cohesion, dialogue, and mutual understanding, and when it becomes destructive, exclusionary, or manipulative.

Furthermore, the communicative behavior and situational assessment of individuals within a creative society differ substantially from those characteristic of post-industrial or knowledge-based societies. Consequently, an evolutionary perspective on national identity—tracing its transformation across societal stages—offers valuable theoretical and empirical insights. 

Research significance. National identity in external communication emerges not only as a cultural phenomenon but also as a strategic instrument in shaping the international image and reputation of states and organizations. Research in this field is essential for understanding how national identity can be communicated responsibly and effectively within the conditions of globalization and digital transformation. Future studies should investigate the impact of national identity communication on public perception and explore how national values may be aligned with international communication strategies while maintaining ethical responsibility and cultural sensitivity.

The selected candidate will work on the PhD thesis under the supervision of Prof. dr. Ilona Valantinaitė. The successful applicant will have to attend scientific conferences, meetings and internships in the other universities. 

Requirements:

• Required background: Master degree in Communication or another relevant social science

• Expected skills and knowledge: n/a.

It is a prerequisite you can be present at and accessible to the institution daily.

Shortlisted candidates will be invited for an interview. The position may not be opened if no qualified candidate is found. Additional information regarding the post may be obtained from Prof. dr. Ilona Valantinaitė, e-mail ilona.valantinaite@vilniustech.lt