According to the author, although the development of economic diplomacy is primarily required by the economic development of the country, which in fact determines its place on the international economic scene, the highest level of its development can be achieved by economic diplomacy in the conditions not only of the economically viable but political environment. Macroeconomic instability, inefficient legislation, pre-war infrastructure, the sale of domestic industrial giants, party-oriented privatization, political differences are just some of the factors that will continue to significantly distance Bosnia and Herzegovina from the sustainable development necessary for joining the European Union and attracting foreign investors. A serious problem is the existence of entities and districts that create two or even more economic markets. Through the application of scientific-research, analytical-synthetic and statistical data in the paper the consequence of the economy and the financial market of economically developed countries is emphasized, which resulted in the diversification of methods and instruments of economic mediation, which was especially reflected on investment in post-war Bosnia and Herzegovina with its constitutional, economic structure and many other shortcomings that have huge obstacles in establishing bilateral and multilateral relations not only with the countries of the region, but also with the countries of the European Union, and beyond. Its role is particularly evident in countries that are going through the transition period and in countries where political representatives have a strong influence on economic decision-making. Given that economic growth and development are the primary goal of the country in which is invested, as well as the countries of investors who are also acting in the direction of increasing their profits, in international economic relations economic diplomacy is becoming a key instrument in their achievement. The paper presents the concepts of conceptualization of economic diplomacy, which is a form of state activities relations directed towards relations with other countries and international organizations aiming to increase exports and attracting foreign investments. Kaywords: intercultural communication, mass media, global media, CNN, Al Jazeera, Charlie Hebdo. This encourages the creation of a public image for different countries or cultures, but also encourages the creation of various stereotypes that develops barriers to intercultural communications. The paper aims to describe the role of the media in the era of globalization, at a time of increasing intercultural communication on the one hand and increasing intercultural intolerance on the other, and to identify cases in which the media with global reach have different coverage for the same events. Also today, the media seem more rigid, more panic-stimulatory when covering developments affecting different cultures. This has made the media message to be more sensitive, and added the need for media social responsibility and journalism ethics. Cases of recent clashes in the world have caused media to be seen as being positioned based on the way of media coverage of a particular intercultural event. Depending on the choices of these statements, the public, who receives the message, reacts or creates a certain image to a particular country or culture. They broadcast statements by political officials addressed to other countries or cultures. Media plays an important role in the development of intercultural communication in the era of globalization.
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