The Role of Lobbying in Creating an Image of Bosnia and Herzegovina

Post-Dayton Bosnia and Herzegovina is a country created by a peace treaty, with which none of its constituent peoples are satisfied. International communication has a purpose to promote contradictory internal policies aimed at reorganizing Bosnia and Herzegovina in accordance with different models. In order to achieve national goals, conflicting interests are lobbied for, with expensive and unmeasurable results. Some still believe it is possible to abolish the entities, others believe that it is possible to create an independent Republika Srpska or to organise a separate independent Croatian territorial segment. Divided political elites, economic, media and educational systems, as well as internal and external communications about the country are in the service of such objectives which, along with real historical assumptions and various external influences, results in the inability to construct a common political, economic and cultural identity, as well as a shared vision of the objectives and future of the country.