Combining theories of national identity, visual methods postmodernity, and nation branding this conducted original research that unpacks the construction of visual identity in Europe’s newest member state.
Due to large scale political and social restructuring in recent years combined with Croatia’s recent accession into the European Union, Croatia is a timely case study in which to examine the construction of a national image. Croatia’s accession into the EU has come at a time when society has reached an amplified state of visual communication so prevalent that the visual has become a main form of communicating ideas, thoughts, and emotions. The research conducted here finds this intersection between visual sociology and national identity to be particularly noticeable within the tourism industry’s advertising and global branding of nations. Overall the thesis of this research deconstructs Croatia's brand identity in order to answer questions of the changing role of nations.
This research aims at using tourism advertisements since Croatia’s recent accession into the European Union with the purpose of examining both the visual representation of Croatia and the process of constructing a national image. Combined with the reflections and reactions of members of the nation to the advertisements, this research intends to answer these main questions:
- How is Croatian constructed within tourism advertisements?
- What is the process of production of these images?
- How are these advertising campaigns received by members of the nation?