scholarly journals Nation Branding in Two Major Serbian Music Festivals, Exit and Guča

2021 ◽  
Vol 33 (1) ◽  
pp. 94-120
Author(s):  
Jelena Gligorijević
Keyword(s):  
National Identity ◽  
Public Discourse ◽  
Nation Branding ◽  
Departure Point ◽  
Music Festivals ◽  
National Brands ◽  
Brass Band ◽  
Local Perception ◽  
Normative Value ◽  
Value Dissonance

This article looks into the nation branding phenomenon surrounding two major Serbian music festivals, Exit and Guča, in the post-Milošević era. The departure point of analysis is the once-dominant national identity narrative of Two Serbias, by which Exit (as a purveyor of Western-style popular music) and Guča (as the self-proclaimed guardian of the Serbian brass-band tradition) were pitted against one another as representatives of Two Serbias, one looking towards the West, and the other towards the East. Moving away from this obsolete model of interpretation, this article examines the effects that the inception of nation branding in Serbian public discourse has produced on the local perception of each festival as well as on Serbian national identity within the broader contexts of post-socialist transition, the EU integration, and globalization. It also analyzes the ways in which the principles of market economy and branding practice are being “bastardized” in both festivals, resulting in what Mladen Lazić (2003) calls normative-value dissonance. Nation branding has forged a more unified view of Exit and Guča as national brands that ostensibly improve the international image of the country but which in reality deplete both festivals of their initial cultural and political potency. Ultimately, however, the proof of normative-value dissonance in Exit and Guča supports the argument that nation branding in these two festivals feeds back into earlier Balkanist discourse on Serbia’s indeterminate position between West and East; and it does so in a way that provides little hope for alternative visions of the nation’s future.

scholarly journals Nation Branding in Romania After 1989: A Cultural Semiotic Perspective

2017 ◽  
Vol 19 (1) ◽  
pp. 27
Author(s):  
Bianca Florentina Cheregi
Keyword(s):  
National Identity ◽  
Public Diplomacy ◽  
Public Discourse ◽  
Western Europe ◽  
Nation Branding ◽  
Semiotic Analysis ◽  
Cultural Symbols ◽  
Neoliberal Ideology ◽  
Semiotic Perspective ◽  
Communist Past

This paper discusses four nation branding post-communist campaigns initiated by the Romanian Government, from a cultural semiotic perspective, as developed by the Tartu-Moscow-Semiotic School. In so doing, it focuses on analyzing advertising and national identity discourses inside the semiospheres. Moreover, the paper investigates how elements of neoliberal ideology are addressed in the governmental campaigns, considering the “marketization of public discourse” (Fairclough, 1993). Nation branding in post-communist Romania is a distinctive phenomena, compared to other countries, especially from Western Europe. In transition countries, nation branding is often mentioned because of the constant need to reconfigure national identity by dissociating from the communist past (Kaneva, 2012). In Romania, nation branding is also a public issue discussed in the media, connected to the ways in which the international press portrays the country or to the migrants’ actions. In this context, Romania’s nation brand represents a cultural space and the campaigns mobilize cultural symbols as systems of signs necessary for the existence and functioning of advertising discourses. Using a semiotic analysis linked to the field of cultural semiotics (Lotman, 2005/1984), this article analyzes four nation branding campaigns initiated by the Romanian Government (Romania Simply Surprising – 2004, Romania Land of Choice – 2009, Explore the Carpathian Garden – 2010, and Discover the Place Where You Feel Reborn – 2014), considering elements such as semiotic borders, dual coding and symbols. The results show that the campaigns are part of four different semiospheres, integrating discursive practices both from advertising and public diplomacy when communicating the national image to the internal (citizens) or external (international) audiences.

Nation Branding:

MedienJournal ◽  
2017 ◽  
Vol 37 (3) ◽  
pp. 7
Author(s):  
Gisela K. Cánepa
Keyword(s):  
Economic Growth ◽  
National Identity ◽  
Cultural Identity ◽  
Social Contract ◽  
The State ◽  
Nation Branding ◽  
Great Opportunity ◽  
National Community ◽  
Neoliberal Governmentality ◽  
Entrepreneurial Spirit

Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska  released as part of the Nation Branding campaign Marca Perú  in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.

scholarly journals Conocimiento cultural como base para la construcción de identidad nacional. Un análisis del discurso de la prensa sobre el default de 2014 en Argentina

2020 ◽  
Vol 8 (1) ◽  
pp. 77-103
Author(s):  
Simone Mwangi
Keyword(s):  
National Identity ◽  
Discourse Analysis ◽  
Political Discourse ◽  
Public Discourse ◽  
Cultural Knowledge ◽  
Political Crisis ◽  
Identidad Nacional ◽  
Linguistic Resources ◽  
Major Threat ◽  
Crisis Events

AbstractEconomic and political crisis situations are interpreted differently in different societies and cultures. What is perceived as a major threat in one society can be experienced as an everyday occurrence in other societies. This shows that crises are not issues that exist independently of people, but that they are to a large extent the result of social interpretations. An example of how a community interprets events as a surmountable challenge, rather than a crisis, is Argentina’s public discourse on the 2014 default. Instead of a discourse that concentrates on economic, political and social problems, the event provoked a political discourse on national identity. The present paper uses the methods of descriptive discourse analysis to study this solution-driven way of handling crisis events. The investigation focuses on the cultural knowledge and discourse traditions used in Argentina to interpret the country’s situation in the summer of 2014. The study analyzes how these cultural and linguistic resources contribute to coping with the situation of default while strengthening national identity.

The Stabilisation of the Capitalist Order and Liberal Value Orientations in Serbia

Südosteuropa ◽  
2020 ◽  
Vol 68 (3) ◽  
pp. 386-407
Author(s):  
Mladen Lazić ◽  
Jelena Pešić
Keyword(s):  
Social Relations ◽  
Social Order ◽  
Radical Change ◽  
Value Orientations ◽  
Economic Liberalism ◽  
The Social ◽  
Value Changes ◽  
The Relationship ◽  
Normative Value ◽  
Value Dissonance

AbstractBased on research data from 2003, 2012, and 2018, the authors examine the extent to which capitalist social relations in Serbia have determined liberal value orientations. The change of the social order in Serbia after 1990 brought about a radical change of the basis upon which values are constituted. To interpret the relationship between structural and value changes, the authors employ the theory of normative-value dissonance. Special attention in the analysis is paid to the interpretation of value changes based on the distinction between intra- and inter-systemic normative-value dissonance. In the first part of their study, the authors examine changes in the acceptance of liberal values over the period of consolidation of capitalism in Serbia, while in the second part they focus on the 2018 data and specific predictors of political and economic liberalism.

Conclusion

2020 ◽  
pp. 165-186
Author(s):  
Dennis Lo
Keyword(s):  
Soft Power ◽  
Nation Branding ◽  
Cultural Identities ◽  
Experience Economy ◽  
National Brands ◽  
The Chinese Dream ◽  
Location Shooting ◽  
Sociocultural Processes ◽  
Public Cultures ◽  
Contemporary Development

This chapter interrogates the geopolitical implications of a contemporary development in the region’s media industries — the institutionalization of location shooting into modes of nation branding that commoditize cultural signs in line with the states’ soft power objectives. Drawing from examples of recent location-shot film and media, including En Chen’s Island Etude, Chi Po-lin’s Beyond Beauty, and Zhejiang TV's Keep Running, I demonstrate how location shooting since Taiwan’s membership in the WTO has been institutionalized within the discursive contours of the “Love Taiwan” movement, a process which can be compared with the PRC’s marketing of the “Chinese Dream” to domestic tourists via convergent and place-based film and televisual media. While the resulting national brands could not appear more different, these discourses operate on the shared assumption that for place identities to be readily consumable and exportable, they must be coherent within a global “experience economy” that circulates images of distinctive yet fixed cultural identities. This reduction of place into readily consumable cultural signs can be contrasted with the enigmatic representation of Shanghai found in Jia Zhangke's I Wish I Knew, which fashions on-screen Doreen Massey’s notion of the “progressive place,” a poststructuralist reinterpretation of place that focuses on conflicting sociocultural processes that imbue spaces with richly layered meanings. Building on Massey's concept of the progressive place, this chapter argues that location-shot film and media in China and Taiwan, more than offering diversely themed experiences, have untapped potential in cultivating alternative public cultures through reflexive, minor, and performative modes of place making.

scholarly journals International Media and Tourism Industry as the Facilitators of Socialist Legacy Heritagization in the CEE Region

Urban Science ◽  
2018 ◽  
Vol 2 (4) ◽  
pp. 110
Author(s):  
Nebojša Čamprag
Keyword(s):  
National Identity ◽  
Central And Eastern Europe ◽  
Heritage Tourism ◽  
Tourism Industry ◽  
Nation Branding ◽  
International Media ◽  
International Trends ◽  
The One ◽  
National Governments

After the fall of state socialism in Central and Eastern Europe (CEE), the socialist legacy became a matter of contested discourses, coming from the new national governments. However, with the recently awakening nostalgia for socialism and growing international interest for the socialist pasts, the approaches to its legacies began gradually to change. In this paper, the focus is on some recent international trends with regards to the socialist heritage for evaluating the share of their influences in the process of de-contestation occurring at the local/national levels. There are two processes standing in juxtaposition to be observed; on the one hand, official nation branding distances the state from socialist pasts to emphasize, often contrasting, post-socialist national identity. On the other hand, the development of communist heritage tourism attempts to reconsider and appropriate socialist legacies in the national frameworks for identity construction. Using the examples from Hungary, Romania, and the former Yugoslavia, the author demonstrates the role of international media and the tourism industry for meeting the objectives of economic development while maintaining post-socialist national identity senses, but also their potentials in reconsiderations of the contested history chapters.

Reflexivity and Researching National Identity

2006 ◽  
Vol 11 (4) ◽  
pp. 69-80 ◽  
Author(s):  
Robin Mann
Keyword(s):  
Qualitative Research ◽  
National Identity ◽  
Social Interaction ◽  
Qualitative Investigation ◽  
Departure Point ◽  
Discourse Studies ◽  
Considerable Work

This article focuses on the reflexive dynamics of interviewing in the context of a recent qualitative investigation of ethnic majority views of national identity in England. There is now an established literature which specifies the routine mobilisations of national identity through the course of everyday social interaction. Discourse studies also have been centrally concerned with the interview-as-topic and there is considerable work here on ethnic and racial categorizations within the interview context. Taking such work as its departure point, this article will illustrate how and why the interviewer also matters in talking about national identity. While the role of the interviewer is increasingly acknowledged in qualitative research, there has been little attempt to consider this particular methodological dilemma in nationalism research. In highlighting this problem, this article argues in favour of a more reflexive approach to the study of nationalism and national identity, one which brings to bear the researchers’ own unwitting assumptions and involvement.

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