Nation Branding and Image Building Through Popular Culture: A Case Study of Estonia and Ukraine
This is an overview of my current doctoral research on how the Eurovision Song Contest has been used as a platform for image building with particular focus on Estonia and Ukraine. Recent victories by Estonia (2001), Ukraine (2004), as well as others in the “new Europe” Serbia (2007) and Russia (2008) have demonstrated the tremendous significance attached to Eurovision by those post-socialist states pursuing the goal of a ‘return to Europe’ (on the latter concept, see e.g. Eglitis, 2002; Smith, 2001). This paper will present some of my empirical research and present an overview of the identity-political debates surrounding Eurovision and the hosting of this event by the countries concerned.
Paul will ask questions about who ultimately took the decisions on how the contest was staged in Estonia and Ukraine. What “official” representations of Estonian/Ukrainian national identity have been presented through either hosting or participating? How successful was Eurovision in terms of boosting Estonia’s “Nordic” credentials? How was the “awakening” theme of event received in Ukraine? How contested have these respective representations been? Do the current debates exemplify Eurovision as an established European cultural “ritual” and therefore a signpost of a nation’s “return to Europe”?
Paul Jordan is a PhD candidate at the University of Glasgow, currently working on his thesis, Nation Branding and Image Building Through Popular Culture: A Case Study of Estonia and Ukraine.