‘EUROPE’ AND THE ‘BALKANS’ IMAGES AND NARRATIVES IN THE CULTURAL STRATEGY OF “PLOVDIV – EUROPEAN CAPITAL OF CULTURE 2019”
‘EUROPE’ AND THE ‘BALKANS’ IMAGES AND NARRATIVES IN THE CULTURAL STRATEGY OF “PLOVDIV – EUROPEAN CAPITAL OF CULTURE 2019”

Summary/Abstract: The paper reviews leading narratives and practices that construct specific images of the ‘European’ and the ‘Balkan’ in the intercultural program of ‘Plovdiv – European Capital of Culture 2019’. The argument is based on studied models in intercultural communication: building images of ‘native’ and ‘foreign’ in narrative strategies. The campaign “Plovdiv – European Capital of Culture 2019” was conceived and implemented as an intercultural interaction between Europe and Plovdiv (Bulgaria). Therefore, at a collective level, narratives can stabilize the identity as well as emphasize belonging to a particular cultural and social space (but they can also mark boundaries – ethnic and cultural). The paper draws particular attention to the role of the cultural industries in representing the city as the European Capital of Culture. The research methodology includes observation and participation in specific trainings, projects and events related to the campaign.

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