Critiquing the National Brand
Nation
branding is a way for countries to promote specific elements of their national
identity for a positive perception from around the globe. In order to construct
a national brand, a nation must have a distinguishable national identity to
essentialize and demonstrate through the brand for an international appeal.
Nation branding can also be present through entries at the Eurovision Song
Contest, in which performances can manifest the cultural uniqueness of the
nations they are representing and present it in a way that is interesting and
entertaining to the global audience. Through difficulty in instituting its own
national brand and possessing progressively indefinite nation identity, Romania
cannot promote what is distinctively Romanian through performances at the Eurovision
Song Contest.
Romania’s national identity is
shaped by their blend of the nation’s history and their modern westernization
of government and politics, as further explained in blog post 1. In attempts to rebuild itself after over forty years under
the communist regime, Romania has modeled itself after more economically
powerful and politically influential Western countries in the EU (Billström,
2008). At the same time, the people of Romania still uphold the significance of
their country’s history. For example, keeping the language, although revised
and reformed, from the time of the nation’s formation in practice, indicates a
key part of Romania’s national identity that has unified people throughout centuries
of political and territorial changes (Cristea, 2015).
Nation branding, as defined by Paul
Jordan (2014), is the phenomenon by which governments engage in self-conscious activities
aimed at producing a certain image of the nation state” (p.15). In other words,
countries highlight essentialized characteristics to influence their
international status (Jordan, 2012). Many nations partake in nation branding to
boost their reputations, especially after or during a domestic or international
conflict that can negatively impact how other nations perceive them (Green,
2019). For example, several post-communist countries use nation branding in the
context of globalization and capitalism to divert from their former communist
ideologies (Kaneva & Popescu, 2011). In nation branding to reestablish
itself post-communism, a country can further its sense of inclusion within the
European Union (Green, 2019). Furthermore, by nation branding to promote a positive
international image, a country can promote tourism, thus increasing revenue
(Green, 2019).
Although a post-communist country
that has reestablished itself to better identify with the more powerful Western
countries of the European Union, Romania does not nation brand. Gaining its independence
in 1947, Romania is still a relatively young country that has yet to identify
elements to highlight through nation branding (Green, 2019). The nation’s aspirations
are aimed more toward shaping itself to reflect Western countries, rather than distinguishing
itself for its uniqueness (Green, 2019). However, Romania did run a small number
of government-funded campaigns from the 1990s to the early 2000s to appeal to tourists.
Slogans like “Made in Romania” and “Romania: Simply Surprising” were used to
promote uniquely Romanian products and attractions the country had to offer
(Kaneva & Popescu, 2011). These branding slogans unfortunately were deemed
unsuccessful, therefore only publicized for a short-lived promotion (Kaneva
& Popescu, 2011). Lucia Moraru, State Secretary for Tourism in Romania,
defended the failures of these campaigns, explaining that “changing the tourism
brand is a long and complex process” (Kaneva & Popescu, 2011). This adds to
the justification for Romania not partaking in nation branding.
Participation in the Eurovision Song
Contest is an example of how nations can establish their brands. Several
countries, especially smaller or less financially stable Eastern countries,
view the Eurovision Song Contest as symbol of inclusion among other nations
within the European Union. Furthermore, it is an important opportunity for
these countries to present their national brand. In showcasing elements of
their identity and culture through performances, nations can create an
appealing image for themselves to an international audience (Green, 2019). By
doing this, the audience can find an interest in and vote for the country during
the finals. Winning the contest not only brings national pride and global
recognition for the nation, but increases tourism and income for the nation, as
it hosts the song contest the following year (Green, 2019).
Romania entered the 2015 Eurovision Song
Contest with “De La Capăt,” or “All Over Again” by Voltaj. The
song spreads awareness about the ongoing progression of Romanian families being
separated as parents leave the country to find work to support their children
(Eurovision Song Contest, 2015). However, with the trend of Romanian people
leaving the country, it becomes more difficult to distinguish the country’s own
national identity. This is apparent in a number of performances that
represented Romania throughout its participation in the Eurovision Song Contest.
For example, Romania entered the contest the year before with the song “Miracle”
by Paula Seling and OVI. With an unclear national identity and no national
brand, the performance was limited to only a generic pop-EDM song that failed
to specifically express the Romanian culture and identity.
Although Romania does not nation
brand, the country does maintain serious attitude toward the Eurovision Song
Contest and exhibits significant effort to win. By sending well-known, successful
artists like Paula Seling, who had placed 3rd in the Grand Final of
the 2010 Eurovision Song Contest (Eurovision Song Contest, 2010), and Voltaj,
whom on the Eurovision official website is described as “one of the most
important pop-rock bands from Romania” (2015), Romania expresses its hope for
success in the contest. Furthermore, the nation acknowledges the international
influence on the participants and viewers. The members of Voltaj explained that,
although not initially having Eurovision in mind when writing “De La Capăt,” they realized that Eurovision is a
suitable platform to promote the campaign to support children whose parents
left to work abroad and bring awareness to the millions of viewers across the
globe (Sopon, 2015).
The Eurovision Song Contest gives Romania
the chance to gain global recognition for the nation’s successful reformation from
its communist past, and its participation in the contest illustrates its
belonging within the European Union. However, as its national identity becomes
less recognizable with the increasing number of Romanians leaving the country and
the lack of effort to nation brand, Romania is unable to effectively represent itself
in Eurovision, as the performances do not include elements of the culture and
history that shapes the nations identity.
References
Billström, M (2008). Nationalism and national
identity in Romania. Studia Universitatis
Babes-Bolyai, Philologia, 2, 29-34. Retrieved from
Cristea, A.M. (2015). Nation branding and
national identity in Romania. 39-44.
Retrieved
from
nal_Identity_and_Nation_Branding_in_Romania.pdf
Green, D. (2019, February 21). Everybody.
Discussion presented at Three-Minute
Europe:
Nation, Identity, and the Eurovision Song Contest in Seattle University,
Seattle.
Green, D. (2019, March 14). Poupée de
cire, poupée de son. Discussion presented at
Three-Minute
Europe: Nation, Identity, and the Eurovision Song Contest in
Seattle
University, Seattle.
Jordan,
P. (2012, May 25). Azerbaijan using Eurovision for nation-branding. Retrieved
from
https://www.youtube.com/watch?v=rXYmP8vdGuU
Jordan, P. (2014). The modern fairy
tale nation branding, national identity and the
Eurovision
Song Contest in Estonia 15-16.
Tartu, Estonia: University of Tartu
Press.
Kaneva, N., & Popescu, D. (2011). National identity lite: Nation
branding in post-
Communist
Romania and Bulgaria. International Journal of Cultural Studies.
191-197.
14(2), 191–207. https://doi.org/10.1177/1367877910382181
“Paula Seling & Ovi” (2010). Eurovision Song Contest. Retrieved from
Seling, P. & OVI.
(2014). Miracle (Romania). Eurovision Song
Contest 2014
Copenhagen. Retrieved from
https://www.youtube.com/watch?v=qN2h6__yJGQ
Sopon, S. (2015, March 07). Voltaj: “‘De la
capat’ is more than a song, it is a manifest”.
Wiwibloggs. Retrieved from https://wiwibloggs.com/2015/03/07/voltaj-
interview-sn-2015/83875/
Voltaj. (2015). De La Capăt (Romania). Eurovision
Song Contest 2015 Vienna. Retrieved
“Voltaj”
(2015). Eurovision Song Contest.
Retrieved from
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