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

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  • Bianca-Florentina Cheregi

    (Ph.D. Assistant Lecturer, College of Communication and Public Relations, National University of Political Studies and Public Administration, Expoziției St., no. 30A, 012104, Bucharest, Romania)

Abstract

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).

Suggested Citation

  • Bianca-Florentina Cheregi, 2018. "Nation Branding in Transition Countries: A Multimodal Analysis of Romania and Moldova Tourism Campaigns," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 4(4), pages 81-106.
    • Handle: RePEc:aae:journl:v:4:y:2018:i:4:p:81-106
    DOI: 10.7341/20181444
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    References listed on IDEAS

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    2. Paul Jordan, 2014. "Nation Branding: A Tool for Nationalism?," Journal of Baltic Studies, Taylor & Francis Journals, vol. 45(3), pages 283-303, July.
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    4. Camelia Beciu, 2013. "DISCURSIVE REPRESENTATIONS OF MIGRANTS IN POLITICAL TALK-SHOWS IN ROMANIA (English version)," Revista Romana de Sociologie, Revista Romana de Sociologie - actualizata si mentinuta de Editura Lumen/ Romanian Journal of Sociology, vol. 1, pages 41-62.
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    Cited by:

    1. Emilio V. Carral & Marisa del Río & Zósimo López, 2020. "Gastronomy and Tourism: Socioeconomic and Territorial Implications in Santiago de Compostela-Galiza (NW Spain)," IJERPH, MDPI, vol. 17(17), pages 1-25, August.

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    More about this item

    Keywords

    nation branding; transition countries; multimodal analysis; social semiotics; neoliberal ideology;
    All these keywords.

    JEL classification:

    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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