ИСТОРИЈА КАО БРЕНД У РОМАНУ ITSUKA ЏОЈ КОГАВЕ
History as Brand in Joy Kogawa’s Novel Itsuka

Summary/Abstract: This paper deals with the relationship between history and brand in Joy Kogawa’snovel Itsuka, which portrays the struggle of Japanese Canadians for the historicaltruth. By analyzing the conflict between the official history and the history advocatedby Japanese Canadians, we demonstrate that one true history does not exist, but thathistory is based on different ideological positions that a particular person can assume.By connecting history and brand, the cultural-contextual interpretation proves thatthe advocacy of a particular type of history can shape individuals or groups, and thathistory as brand can be seen as a power-exercising device. Brands have been identifiedas signs which affect one another. Therefore, the two versions of history thatKogawa’s novel offers will be analyzed as signs that, when in contact, can changeboth themselves as well as the system in which they function.

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