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United by Music? Exploring identity & diplomacy in a Eurovision Song Contest communication campaign

Aoun, Mikaela LU and Cedervall, Linn LU (2024) SKOK11 20241
Department of Strategic Communication
Abstract
This thesis explores factors that influence the construction of European identity. Using the theory of cultural diplomacy and social semiotics as a foundation, a thematic analysis using multimodal semiotics was conducted, to examine how the Eurovision Song Contest influences the construction of European identity through the use of multimodal resources such as language, music and symbols. The study focused on the communication campaign material for the campaign “United by Music” produced by the Eurovision Song Contest and the European Broadcasting Union. The analysis identified different portrayals of unity and diversity as being adopted in order to influence European identity construction. Through this study three overarching themes of how... (More)
This thesis explores factors that influence the construction of European identity. Using the theory of cultural diplomacy and social semiotics as a foundation, a thematic analysis using multimodal semiotics was conducted, to examine how the Eurovision Song Contest influences the construction of European identity through the use of multimodal resources such as language, music and symbols. The study focused on the communication campaign material for the campaign “United by Music” produced by the Eurovision Song Contest and the European Broadcasting Union. The analysis identified different portrayals of unity and diversity as being adopted in order to influence European identity construction. Through this study three overarching themes of how European identity is constructed emerged, namely – dreams of Euromagic, time & nostalgia, and the value of diversity. Language, symbols, music, actions and clothing were strategically utilised to shape and influence the construction of European identity in the Eurovision Song Contest. The findings confirm that international broadcasting and culture both enact diplomacy, both collectively and independently. The results suggest that the Eurovision Song Contest serves as an arena for shaping and disseminating myths surrounding European identity, underscoring the challenges of avoiding the political sphere, while simultaneously promoting cultural diplomacy. (Less)
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author
Aoun, Mikaela LU and Cedervall, Linn LU
supervisor
organization
course
SKOK11 20241
year
type
M2 - Bachelor Degree
subject
keywords
Eurovision Song Contest, European Broadcasting Union, cultural diplomacy, social semiotics, identity construction, European identity, international broadcasting, strategic communication.
language
English
id
9154527
date added to LUP
2024-10-21 17:28:45
date last changed
2024-10-21 17:28:45
@misc{9154527,
  abstract     = {{This thesis explores factors that influence the construction of European identity. Using the theory of cultural diplomacy and social semiotics as a foundation, a thematic analysis using multimodal semiotics was conducted, to examine how the Eurovision Song Contest influences the construction of European identity through the use of multimodal resources such as language, music and symbols. The study focused on the communication campaign material for the campaign “United by Music” produced by the Eurovision Song Contest and the European Broadcasting Union. The analysis identified different portrayals of unity and diversity as being adopted in order to influence European identity construction. Through this study three overarching themes of how European identity is constructed emerged, namely – dreams of Euromagic, time & nostalgia, and the value of diversity. Language, symbols, music, actions and clothing were strategically utilised to shape and influence the construction of European identity in the Eurovision Song Contest. The findings confirm that international broadcasting and culture both enact diplomacy, both collectively and independently. The results suggest that the Eurovision Song Contest serves as an arena for shaping and disseminating myths surrounding European identity, underscoring the challenges of avoiding the political sphere, while simultaneously promoting cultural diplomacy.}},
  author       = {{Aoun, Mikaela and Cedervall, Linn}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{United by Music? Exploring identity & diplomacy in a Eurovision Song Contest communication campaign}},
  year         = {{2024}},
}