The Transnational Identity of European Film Festival. New Media and Cultural Branding Employed at Transylvania International Film Festival
The Transnational Identity of European Film Festival. New Media and Cultural Branding Employed at Transylvania International Film Festival

Summary/Abstract: European film festival venues are explored in their relation to transnationalism, a “supranational sphere”, as well as with political and economic implications (Acciari, 2014). The international film festivals are seen as cosmopolitan spaces (Chan 2011, 253), yet, the new morphology of film festivals - perceived as "public spheres" or as new objects of historical research - bring a new light on film festivals and the theory of culture and visual discourse, especially with the new reconfiguration of festivals in Europe, the insertion of new technologies and new opportunities to explore local identity. The article examines the cultural determinants and the new vocabulary of visual discourse, exploring the implied questions regarding national identity vs. European identity, and the possibility of building a cultural city/ country branding. With a case study on the Transilvania International Film Festival, I attempt an inquiry of three interconnected aspects employed in exploring film festivals and their transnational dimension: the impact of the new media on the audience, the challenge of identity and the possibility to create a city/ country branding.

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