Former Yugoslavia on the world wide web: Commercialization and branding of nation-states

Volcic, Z. (2008) Former Yugoslavia on the world wide web: Commercialization and branding of nation-states. The International Communication Gazette, 70 5: 395-413. doi:10.1177/1748048508094292

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Author Volcic, Z.
Title Former Yugoslavia on the world wide web: Commercialization and branding of nation-states
Journal name The International Communication Gazette   Check publisher's open access policy
ISSN 1748-0485
1748-0493
Publication date 2008-10-01
Sub-type Article (original research)
DOI 10.1177/1748048508094292
Open Access Status Not yet assessed
Volume 70
Issue 5
Start page 395
End page 413
Total pages 19
Editor Cees J. Hamelink
Place of publication Los Angeles, U.S.A.
Publisher Sage Publications
Language eng
Subject 200206 Globalisation and Culture
950201 Communication Across Languages and Culture
C1
Abstract Since the violent collapse of former Yugoslavia, the ‘new’ nation-states of Slovenia, Croatia, Bosnia and Herzegovina, Serbia, Kosovo, Montenegro and Macedonia have attempted to position themselves on the global map while seeking to create a distinctive ‘brand’ (national) identity. Drawing on a textual analysis of their official governmental websites, this article explores how these former Yugoslav states use the Internet to create and represent self-images for the world. The governmental websites analysed frame the nation as a ‘brand’ in that they employ advertising mechanisms to promote and sell their nations. Websites represent national territories, histories, products and citizens as commodities that can be sold to foreign investors and tourists. In this way, the former Yugoslav countries are transformed into brand-states that serve the function of relegating their citizens to the role of either exotic Others ready to be consumed by rich western tourists, or goods for foreign investment.
Keyword Brands
Commercialization
Former Yugoslavia
Internet
Nation-state
Self-representation
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

 
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Created: Wed, 01 Apr 2009, 21:21:58 EST by Rebecca Ralph on behalf of Centre for Critical and Cultural Studies