DOI:
10.18413/2408-932X-2016-2-1-15-19
SERBIA AT THE BEGINNING OF THE XXI CENTURY: EUROPEAN COMMERCIAL WAY OF NATIONALISM AS A DEVELOPMENT STRATEGY
The author considers the value frame within which the actors of the Pax Americana system utilize nation branding in order to pursue their interests. Taking the issues that political actors used to run in Serbian election campaigns as an example, the author depicts the process of value reorientation as a precondition of "branding "of this country at the turn of the centuries.
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