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The nation as an imagined commodity : branding MelaniaPušnik, Maruša ; Jontes, Dejan, 1978-The article uses the case of Melania Trump, the former First Lady of the United States, to analyse the discursive strategies through which the print media in Slovenia represented "Melania" as an ... ethnically born Slovenian on a national scale. The article also demonstrates how patriotism, based on the love and feelings of belonging to the Slovenian nation-state, was nationalized in the case of Melania. The main argument is that numerous and repetitive media representations of Melania aggressively put nationalism in the commercial context, and consequently transformed the nation into a commodity and an object of trade which can be sold and of which the Slovenians can make a profit. Consequently, the Slovenian press coverage of Melania Trump created her as a national brand meant to perform on the local, national market when merging emotional attitudes with commercial allure. The article concludes with the discursive strategies such as representing Melania as "ours", as a tool to accelerate the country's economic growth and as a branding strategy to sell the Slovenian landscape and culture and produce the Slovenian nation as an imagined commodity. Furthermore, such branding of the nation is directed towards domestic rather than international audiences.Source: European journal of cultural studies. - ISSN 1367-5494 (Vol. 25, no. 2, Apr. 2022, str. 703-722)Type of material - article, component part ; adult, seriousPublish date - 2022Language - englishCOBISS.SI-ID - 65774851
Author
Pušnik, Maruša |
Jontes, Dejan, 1978-
Topics
Trump, Melania, 1971- |
Oblikovanje blagovne znamke |
Branding (Marketing) |
Množični mediji |
Mass media |
Etnocentrizem |
Ethnocentrism |
Nacionalizem |
Nationalism |
Patriotizem |
Patriotism |
Slovenija |
Slovenia
Author | Pušnik, Maruša ; Jontes, Dejan, 1978- |
Title | The nation as an imagined commodity : branding Melania |
Publication date | 2021-06-02 |
COBISS.SI-ID | 65774851 |
Publication version in repository | Publisher's version |
Publication licence | Creative Commons Attribution 4.0 International |
Embargo | Immediate publication for public |
Project(s) from which the publication was funded
Title | Acronym | Project ID | Funder |
---|---|---|---|
Družbena pogodba v 21. stoletju | P6-0400-2020 |
Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije |
Files that belong to the publication
Link |
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https://repozitorij.uni-lj.si/IzpisGradiva.php?id=136345 |
source: European journal of cultural studies. - ISSN 1367-5494 (Vol. 25, no. 2, Apr. 2022, str. 703-722)
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Pušnik, Maruša | 22331 |
Jontes, Dejan, 1978- | 24365 |
Source: Personal bibliographies
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