Nation Branding in Transition Countries : a Multimodal Analysis of Romania and Moldova Tourism Campaigns

• Autorzy: Bianca-Florentina Cheregi
• Języki publikacji: EN

Abstrakty

EN

The nature of nationhood is changing in the age of globalization, marketization, and mediatization. In this context, the nation is built as a brand with the aim of attracting tourists and increase economic development. A particular case of nation branding is to be found in Romania and Moldova, two countries that started to reposition themselves after the fall of communism. In this context, this paper focuses on a comparative semiotic analysis of two nation branding campaigns initiated by the Romanian and Moldavian Governments: "Discover the Place Where You Feel Reborn" (Romania, 2014) and "Discover the Routes of Life" (Moldova, 2014). In so doing, a multimodal approach (Iedema, 2003; Kress & Van Leeuwen, 1996; Van Leeuwen, 2001) is employed, highlighting the importance of image, sound and text as semiotic resources in the discursive configuration of Romania's and Moldova's nation brands, comparatively. Special attention is given to the analysis of logos, websites and videos, comprising different communication situations used to create meaning in the tourism campaigns. The paper investigates how elements of neoliberal ideology are addressed in two governmental campaigns, comparatively, considering the "marketization of public discourse" (Fairclough, 1993). (original abstract)

Natura narodowości zmienia się w dobie globalizacji, uprzemysłowienia i mediatyzacji. W tym kontekście naród budowany jest jako marka w celu przyciągnięcia turystów i zwiększenia rozwoju gospodarczego. Szczególny przypadek brandingu narodu można znaleźć w Rumunii i Mołdawii, dwóch krajach, które zaczęły repozycjonować się po upadku komunizmu. W tym kontekście niniejszy artykuł koncentruje się na porównawczej analizie semiotycznej dwóch narodowych kampanii brandingowych zainicjowanych przez rządy Rumunii i Mołdawii: "Odkryj miejsce, w którym czujesz się odrodzony" (Romania, 2014) i "Odkryj drogi życia" (Moldova, 2014). W tym celu stosuje się podejście multimodalne (Iedema, 2003; Kress & Van Leeuwen, 1996; Van Leeuwen, 2001.), podkreślając znaczenie obrazu, dźwięku i tekstu jako zasobów semiotycznych w dyskursywnej konfiguracji narodowych marek Rumunii i Mołdawii. Szczególną uwagę zwraca się na analizę logotypów, stron internetowych i filmów wideo, zawierających różne sytuacje komunikacyjne, które mają znaczenie w kampaniach turystycznych. Artykuł analizuje, w jaki sposób elementy neoliberalnej ideologii zostały poruszone w dwóch kampaniach rządowych, porównując je i biorąc pod uwagę "urynkowienie publicznego dyskursu" (Fairclough, 1993). (abstrakt oryginalny)

Słowa kluczowe

EN

Branding; Post-communist countries; Semiotics; Neoliberalism

PL

Budowanie świadomości marki; Kraje postkomunistyczne; Semiotyka; Neoliberalizm

• Czasopismo: Journal of Entrepreneurship, Management and Innovation (JEMI)
• Rocznik: 2018
• Tom: 14
• Numer: nr 4 Exploring Management Through Qualitative Research
• Strony: 81--106

Twórcy

autor

Bianca-Florentina Cheregi

• National University of Political Studies and Public Administration, Romania

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Identyfikatory

DOI

https://doi.org/10.7341/20181444