WHERE DO WE BELONG? IMPACT OF EXPLICIT LOCALISATION OF SLOVAKIA ON ITS IMAGE IN BRITISH DAILIES
WHERE DO WE BELONG? IMPACT OF EXPLICIT LOCALISATION OF SLOVAKIA ON ITS IMAGE IN BRITISH DAILIES

Summary/Abstract: EASTERN EUROPE IS NOT ONLY A GEOGRAPHICAL REGION. IT IS MORE FREQUENTLY VIEWED AS A CULTURAL ZONE, DEFINED BY A COMMON COMMUNIST HISTORY. DESPITE THE FAST ECONOMIC, SOCIAL AND POLITICAL DEVELOPMENT, ITS IMAGE ABROAD, ESPECIALLY IN POPULAR CULTURE, IS STILL PREDOMINANTLY NEGATIVE. SLOVAKIA – A SMALL AND YOUNG CENTRAL EUROPEAN COUNTRY IS OFTEN PLACED VAGUELY ON THE IMAGERY MAP OF EUROPE. THE PAPER PRESENTS THE RESULTS OF CONTENT ANALYSIS DETERMINING THE PRESENCE OR ABSENCE OF EXPLICIT PLACEMENT (LOCALISATION) OF SLOVAKIA IN THE REGIONS OF CENTRAL EUROPE, EASTERN EUROPE, CENTRAL AND EASTERN EUROPE (CEE), IN NEWSPAPER ARTICLES IN FIVE ONLINE BRITISH DAILIES IN 2010-2014. ITS THEORETICAL PART SPECIFIES VARIOUS FACTORS INFLUENCING AN IMAGE OF A COUNTRY ABROAD. THE EXAMINED PERIODICALS INCLUDED POPULAR ELITE (THE DAILY TELEGRAPH, THE GUARDIAN, THE FINANCIAL TIMES) AND TABLOID (DAILY MIRROR, DAILY STAR) DAILIES. THE MAIN FOCUS IS THE POSSIBLE CORRELATION OF THE EXPLICIT LOCALISATION OF SLOVAKIA WITH THE TONE OF THE ARTICLE (POSITIVE, NEGATIVE OR NEUTRAL). TO CONFIRM THE RESULT VALIDITY, THE CHI-SQUARE STATISTICAL TEST WAS APPLIED HERE. MOREOVER, THE PAPER FOCUSED ON THE PRESENCE OF EASTERN EUROPEAN STEREOTYPES IN THE RESEARCH SAMPLE, AS IDENTIFIED BY N. KANEVA (2012) AND R. SAUNDERS (2012).

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