Ukrainian nation branding off-line and online: Verka Serduchka at the Eurovision Song Contest

Miazhevich, Galina ORCID: https://orcid.org/0000-0001-9233-7097 2012. Ukrainian nation branding off-line and online: Verka Serduchka at the Eurovision Song Contest. Europe-Asia Studies 64 (8) , pp. 1505-1523. 10.1080/09668136.2012.712274

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Abstract

This essay looks at the role of the Eurovision Song Contest—an annual regularised European media event—in fostering the reconceptualisation of national selves of participating states. It draws attention to the representations of ‘new’ post-Soviet national brands at Eurovision in their interspatial (national, international and transnational) and inter-temporal (Soviet and post-Soviet) dimensions using the case of Ukraine. The essay argues that, through the manipulation of gendered, sexual and ethnic stereotypes, and by exploiting a kitsch idiom, the Ukrainian entry by Verka Serduchka in 2007, as well as the online responses to the show, aimed to articulate a vision of European nationhood, which simultaneously staked a position among other states of the former Soviet Union and reconfigured relationships with the shared Soviet past.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Journalism, Media and Culture
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics
Publisher:	Taylor & Francis
ISSN:	0966-8136
Last Modified:	23 Oct 2022 12:48
URI:	https://orca.cardiff.ac.uk/id/eprint/108729

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