IDEAS home Printed from https://ideas.repec.org/a/aae/journl/v4y2018i4p81-106.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://jemi.edu.pl/uploadedFiles/file/all-issues/vol14/issue4/JEMI_Vol14_Issue4_2018_Article5.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.7341/20181444?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    2. Paul Jordan, 2014. "Nation Branding: A Tool for Nationalism?," Journal of Baltic Studies, Taylor & Francis Journals, vol. 45(3), pages 283-303, July.
    3. Erica Marat, 2009. "Nation Branding in Central Asia: A New Campaign to Present Ideas about the State and the Nation," Europe-Asia Studies, Taylor & Francis Journals, vol. 61(7), pages 1123-1136.
    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.
    5. Posch, Eva, 2015. "Negotiating the Nation in Tourist Historiography from the Republic of Moldova," Revue d'études comparatives Est-Ouest, Editions NecPlus, vol. 46(01), pages 161-184, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gabriel Lagunes Martinez & Štefan Bojnec, 2014. "Factors of Perception in Novel Food Consumption," Management, University of Primorska, Faculty of Management Koper, vol. 9(2), pages 117-130.
    2. Yu, Julie H. & Albaum, Gerald, 2002. "Sovereignty change influences on consumer ethnocentrism and product preferences: Hong Kong revisited one year later," Journal of Business Research, Elsevier, vol. 55(11), pages 891-899, November.
    3. Elliot, Statia & Papadopoulos, Nicolas, 2016. "Of products and tourism destinations: An integrative, cross-national study of place image," Journal of Business Research, Elsevier, vol. 69(3), pages 1157-1165.
    4. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    5. Suter, Mariana Bassi & Munjal, Surender & Borini, Felipe Mendes & Floriani, Dinora, 2021. "Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective," Journal of Business Research, Elsevier, vol. 134(C), pages 415-427.
    6. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    7. Pappu, Ravi & Quester, Pascale, 2010. "Country equity: Conceptualization and empirical evidence," International Business Review, Elsevier, vol. 19(3), pages 276-291, June.
    8. Zhang, Jianhong & Zhou, Chaohong & van Gorp, Désirée M. & van Witteloostuijn, Arjen, 2020. "Willingness to work for multinational enterprises from emerging countries: The case of Chinese multinational enterprises in the Netherlands," International Business Review, Elsevier, vol. 29(5).
    9. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    10. Brijs, Kris & Bloemer, Josée & Kasper, Hans, 2011. "Country-image discourse model: Unraveling meaning, structure, and function of country images," Journal of Business Research, Elsevier, vol. 64(12), pages 1259-1269.
    11. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 17.
    12. Mukherjee, Debmalya & Makarius, Erin E. & Stevens, Charles E., 2021. "A reputation transfer perspective on the internationalization of emerging market firms," Journal of Business Research, Elsevier, vol. 123(C), pages 568-579.
    13. Hannah Moscovitz, 2022. "Projecting the Nation(s) in Multinational Federal Systems: International Education and Nation Branding in Canada/Quebec," Publius: The Journal of Federalism, CSF Associates Inc., vol. 52(1), pages 82-106.
    14. Vincenzo Vignieri, 2019. "Framing the Sources of Image of a Local Area through Outcome-Based Dynamic Performance Management," Public Organization Review, Springer, vol. 19(2), pages 249-271, June.
    15. Barbara Jenes, 2008. "Reconsidering the measurement of country image - theory and practice," Proceedings Papers of Business Sciences: Symposium for Young Researchers (FIKUSZ) 2008, in: László Áron Kóczy (ed.),FIKUSZ 2008 Business Sciences - Symposium for Young Researchers: Proceedings, pages 65-80, Óbuda University, Keleti Faculty of Business and Management.
    16. Jianhong Qi & Kam Ki Tang & Da Yin & Yong Zhao, 2020. "Remaking China’s Global Image with the Belt and Road Initiative: Is the Jury Out?," Discussion Papers Series 635, School of Economics, University of Queensland, Australia.
    17. Pranab Bardhan & Dilip Mookherjee & Masatoshi Tsumagari, 2013. "Middlemen Margins and Globalization," American Economic Journal: Microeconomics, American Economic Association, vol. 5(4), pages 81-119, November.
    18. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    19. Cuffaro, Nadia & Di Giacinto, Marina, 2015. "Credence goods, consumers’ trust in regulation and high quality exports," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 4(2), pages 1-19, August.
    20. Lu, Irene R.R. & Kwan, Ernest & Heslop, Louise A. & Thomas, D. Roland & Cedzynski, Marzena, 2019. "The ivory tower and the street: How researchers defined country image over four decades and what consumers think it means," Journal of Business Research, Elsevier, vol. 105(C), pages 80-97.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aae:journl:v:4:y:2018:i:4:p:81-106. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Anna Ujwary-Gil (email available below). General contact details of provider: https://fundacjacognitione.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.