Kaneva - Branding post-communist nations marketizing national identities in the new Europe

Branding Post-Communist Nations

Routledge Research in Cultural and Media Studies

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2 Reporting the Israeli-Arab Conflict

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3 Karaoke Around the World

Global Technology, Local Singing

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4 News of the World

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5 From Satellite to Single Market

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6 The Nationwide Television Studies

David Morley and Charlotte Bronsdon

7 The New Communications Landscape

Demystifying Media Globalization

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8 Media and Migration

Constructions of Mobility and Difference

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11 Writers Houses and the Making of Memory

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12 Autism and Representation

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13 American Icons

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14 The Practice of Public Art

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15 Film and Television After DVD

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16 The Places and Spaces of Fashion, 18002007

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17 Communicating in the Third Space

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18 Deconstruction After 9/11

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19 The Contemporary Comic Book Superhero

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20 Mobile Technologies

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21 Dynamics and Performativity of Imagination

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Edited by Bernd Huppauf and Christoph Wulf

22 Cities, Citizens, and Technologies

Urban Life and Postmodernity

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23 Trauma and Media

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24 Letters, Postcards, Email

Technologies of Presence

Esther Milne

25 International Journalism and Democracy

Civic Engagement Models from Around the World

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26 Aesthetic Practices and Politics in Media, Music, and Art

Performing Migration

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27 Violence, Visual Culture, and the Black Male Body

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28 Cognitive Poetics and Cultural Memory

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29 Landscapes of Holocaust Postmemory

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30 Emotion, Genre, and Justice in Film and Television

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31 Audiobooks, Literature, and Sound Studies

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32 The Adaptation Industry

The Cultural Economy of Literary Adaptation

Simone Murray

33 Branding Post-Communist Nations

Marketizing National Identities in the New Europe

Edited by Nadia Kaneva

Branding Post-Communist Nations

Marketizing National Identities in the New Europe

Edited by Nadia Kaneva

First published 2012

by Routledge

711 Third Avenue, New York, NY 10017

Simultaneously published in the UK

by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

2012 Taylor & Francis

The right of Nadia Kaneva to be identified as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging-in-Publication Data

Branding post-communist nations : marketizing national identities in the new Europe / edited by Nadia Kaneva.

p. cm. (Routledge research in cultural and media studies ; 33)

Includes bibliographical references and index.

1. Political cultureEurope, Eastern. 2. NationalismEurope, Eastern. 3. Europe, EasternPolitics and government1989 I. Kaneva, Nadia.

JN96.A58B73 2011

306.20947dc22

2011004553

ISBN13: 978-0-415-88275-0 (hbk)

ISBN13: 978-0-203-80681-4 (ebk)

Contents

PART I
Promises and Problems of Post-Communist Nation Branding

NADIA KANEVA

GERALD SUSSMAN

ROBERT A. SAUNDERS

PART II
Agents, Institutions, Practices

SUE CURRY JANSEN

NADIA KANEVA

PAWE SUROWIEC

PART III
Representations, Mediations, Narrations

ZALA VOLI

ALICE BARDAN AND ANIK IMRE

LSZL KULCSR AND YOUNG-OK YUM

BRANISLAVA (BRANA) MIJATOVI

List of Figures

Preface

The chapters in this volume bring into focus the encounters of nation branding with post-communist Europe and document how the branded imagination has intervened in the national identity struggles of countries in the region. These investigations are intended as a contribution to the ongoing inquiry into the post-communist condition, as it is experienced through the mediations of nationhood and globalization.

My own interest in nation branding and post-communism stems from my personal experiences of growing up in a former communist country and working in the promotional industries before adopting my current role as a scholar and student of media, culture, and society. In many ways, this volume came about as a result of my enduring fascination with the rise of consumerism in the post-communist world and the changes in the fabric of social relations that it engenders. Many of the contributors to the volume also have personal biographies that connect them to Central and Eastern Europe; others are thoughtful external observers. All of them, however, share a critical interest in the regions transformations in the aftermath of Soviet communism.

The volume is structured in three parts, with Part I outlining a broad framework for critical investigations into the phenomenon of nation branding, and Parts II and III including seven country-specific studies. Chapter 1 is intended as a general introduction to the volume and lays out some of the overarching themes that emerge from the analyses in the other nine chapters.

In approaching the topic of nation branding, this collection aims to offer an alternative viewpoint to the one presented in writings by marketing and branding practitioners and academics. This volume sets out to outline the beginnings of a critique that relates nation branding to the rise of a neoliberal hegemony and a global promotional culture. Such critical work depends on the thoughtful engagement of scholars across disciplines and, for this reason, the volume includes a number of different approaches. Nevertheless, the following chapters offer partial accounts of a relatively new phenomenon and leave many questions unanswered. It is my hope that the volume will stimulate greater critical interest and invite future conversations on this topic.