From Black Hole to the Pearl of the Mediterranean: A New Idea of Nation for Independent Montenegro

After the separation from Serbia following a referendum in 2006, the Republic of Montenegro started rebuilding its international image by reinventing its past and present. In fact, through an extensive campaign in both foreign and domestic media, the government attempted to change the perception of Montenegro’s history, focusing especially on the difference between Serbs and Montenegrins. This is understandable considering the minimal numeric superiority of those in favour of the independence, where the national factor was the main determinant. The image of the new Montenegrins, also in light of Montenegro’s route to joining the EU, must be detached from Serbia’s problems (– such as Kosovo) and must divert attention from the ever‑growing problem of international criminal traffic. One of the most emblematic examples of such recreation of virtue are the commercials for Montenegrin tourism, inviting to explore ancient forests, enjoy traditional food and experience “Montenegrin hospitality”: the aim is to send a positive message of non‑nationalistic, Europe‑friendly ethnicity. The purpose is also for Montenegro to be perceived as serene, as opposed to the ex‑partner country, seen largely as wildly nationalistic and ethnically obsessed: therefore, a new form of “soft” ethno‑cultural image has been introduced, incorporating only the best and cleverly minimizing the “non‑acceptable” aspects of its culture and history.