Et in Arcadia ego. Norwegian Dream jako mempleks norweskoście
Et in Arcadia ego. Norwegian Dream as norwegian memplex

Summary/Abstract: The author describes Norwegian Dream, as a message with a purpouse of creating and maintaing Norwegian branding and gives a light to the functioning in this mes- sage of characteristic features of a memplex which can be defined as Norwegian memplex. The author treats Norwegian Dream as a narration concerning the func- tioning of Norwegian world and studies morphology of memes, including Norwegian memplex, highlighting the fact that success and popularity of Norwegian Dream lies in Arcadia myth, which is understood as universal, human need to live in a world where there is welfare, tolerance and happiness.

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