Suchergebnisse

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.

<p>This paper looks at how the media – particularly the British press and television – frames the issue of Romanian immigrants in Great Britain, in the context of the freedom of movement for workers in the European Union. The study focuses on the frames employed by the British journalists in constructing anti-immigration discourses in the digital and the TV sphere, comparatively. This study analyzes the stereotypes about Romanian people used in two British media formats and the way in which they affect Romania's country image overseas. Using a mixed research approach, combining framing analysis (Entman, 1993) with critical discourse analysis (Van Dijk, 1993), and dispositif analysis (Charaudeau, 2005) this article investigates 271 news items from three of the most read newspapers in the UK (The Guardian, Daily Mail and The Independent), published online during January 2013 – March 2014. Also, the paper analyzes three film documentaries from BBC (Panorama – The Romanians are Coming? – BBC1, The Truth About Immigration – BBC2 and The Great Big Romanian invasion – BBC World News). The analysis shows that the British press and television use both similar and different frames to coverage Romanian migrants. The media also infer the polarization between "Us" (the British media) and "Them" (the Romanian citizens).</p>