Open AccessThe nation as an imagined commodity: Branding ‘Melania’
Author(s) -
Maruša Pušnik,
Dejan Jontes
Publication year - 2021
Publication title -
european journal of cultural studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.835
H-Index - 44
eISSN - 1460-3551
pISSN - 1367-5494
DOI - 10.1177/13675494211014910
Subject(s) - argument (complex analysis) , nationalism , commodity , context (archaeology) , nation branding , patriotism , sociology , advertising , political science , law , economics , business , politics , history , market economy , biochemistry , chemistry , archaeology
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.