Interview with Lilit Shakaryan – lecturer at YSU, currently at the University of Nevada as well, Sociologist and a Leading Specialist in Marketing Communications.
– Please tell us how you decided to defend your doctoral thesis in the United States. And as far as I know you are also teaching at one of the universities. Could you present everything in detail?
– I started my professional career in the academic field. The field where I am at currently and the field in which I see myself in the future. The field of science is peculiar and wide, where you constantly learn and discover new things. Meanwhile, teaching and learning are something, without which I cannot imagine myself. My desire to learn and discover new things has brought me to the U.S. today to receive my doctoral degree. Currently, I am pursuing my doctoral program at the University of Nevada, and also teaching for the College of Education and Human Development at the same university.
– If I am not mistaken, you have invitations to deliver lectures at European universities for this year as well. Would you please tell us from what universities and from what countries you received invitations and what topics the lectures will cover?
– For summer 2023 I have invitations to deliver lectures at two European universities: the University of the Hradec Králové, in Czech Republic with which continuous collaboration has been developed. Here, I will deliver lectures on the Sociology of Communications. My second visit will be to Friedrich Schiller University Jena in Germany where I will deliver lectures on Gender and Communication. My visit to Jena University will not be limited to lectures only, since it planned to conduct a new research project here as well.
– In your opinion, why is it important to lecture at international higher education institutions?
– Lecturing at international higher education institutions is very important for any university lecturer or professor, most importantly for the science development purposes. This is an opportunity to present your country abroad and within this context broad opportunity for professional knowledge exchange, academic collaboration establishment and various joint international projects development. Lecturing at international higher education institutions is critical for shaping an image and awareness of your country in the international arena since while delivering lectures at European or American universities, you have the opportunity to represent your country, its culture, education and many other features.
In this context, this step is a significant investment in forming the country’s brand image, since, in reality, brands are created not only for economic spheres. Today, even countries compete to have the best brand image with the goal of ensuring their position in global affairs.
– You are the author of two books. Soon your book that presents Armenia as a brand will also be published. What are the unique features of this book you would like to share with us?
– Any professional must have his/her unique contribution and trajectory in their field. In this respect, I have tried to supplement Armenian-language literature by publishing two professional books. My third book, which is still being modified and edited, will be of particular importance, since it will present the concept of the country’s brand on the example of RA analysis.
The book, titled Branding: Individuals, Companies, Countries, comprises three major sections. In the first section, I touch upon the concept of corporate branding. In the second section, I talk about the personal branding concept. In the final section, I will present the country’s branding strategy. The presentation of the book was scheduled for the spring, but given my tight schedule, we postponed it to the end of June.
– You are also involved in the expert committee on Armenia-Diaspora Unity of the Future Armenian Foundation. How will you exploit your experience and knowledge on this platform?
– Actually, our expert committee on Armenia-Diaspora Unity of the Future Armenian Foundation assumed a great mission to try to improve Armenia-Diaspora relations. In my opinion, the Diaspora is the pillar without which we cannot properly present ourselves in the international arena. The potential of the Diaspora is quite strong, but it is necessary to construct Armenia-Diaspora cooperation properly, otherwise, we face the risk of losing our Armenian identity in the Diaspora. It is important to consider Diaspora not only from the point of view that it is a great opportunity for professional development and economic progress, but also as a part of our Homeland and nation and constantly involve our compatriots in the political, economic, educational and other processes of Armenia. From these perspectives, today being a part of a large Armenian Diaspora community represented in the United States, I have set several goals and projects to contribute to the preservation of our national identity.
Gohar Hakobyan
