2408-932XResearch Result. Social Studies and Humanities2408-932X10.18413/2408-932X-2016-2-1-15-19206RESEARCHESSERBIA AT THE BEGINNING OF THE XXI CENTURY: EUROPEAN COMMERCIAL WAY OF NATIONALISM AS A DEVELOPMENT STRATEGYSERBIA AT THE BEGINNING OF THE XXI CENTURY: EUROPEAN COMMERCIAL WAY OF NATIONALISM AS A DEVELOPMENT STRATEGYAtlagicSinisaAtlagicSinisasinisa.atlagic@fpn.bg.ac.rsBelgrade University20162100

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.

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.

public opinion"national branding"foreign policyPax Americananational identitypublic opinion"national branding"foreign policyPax Americananational identityСписок литературыAtlagic, S. Towards the Problem of Russia’s Image Abroad: the Example of Serbia. The Philosophy Journal. Vol. 8. Issue 1 (2015). Pp. 107-120.Anholt, S. Branding Places and Nations. Brands and Branding. Clifton, R., Simmons, J. & Ahmad S. (eds.). London: Princeton, NJ: Bloomberg Press, 2004. Pp. 213-226.Kosovic, N. Soft Power of the Russian Federation. Soft Power. D. Simić, D. Živojinović and N. Kosović (eds.). Belgrade: Udruzhenje za studije SAD u Srbiji i Centar za drustvena istrazhivanja, 2013. Pp. 253–272.Louw, E. The Roots of the Pax Americana: Decolonisation, Development, Democratisation and Trade. Manchester University Press, 2015. 256 p.Slavujević, Z. From Bad Identity to Yet Bad Image. Novinarstvo. Year XXVII. No. 2-4. Belgrade: Jugoslovenski institut za novinarstvo, 1992.Slavujević, Z. and Atlagić, S. Time of Unfulfilled Promises: Topics in Election Campaigns in Serbia 1990-2014. Belgrade: IP Dobar naslov, 2015.Serbia in the Media War. Novinarstvo. Year XXVII, No. 2-4. Belgrade: Jugoslovenski institut za novinarstvo, 1992.Volcic, Z. and Andrejevic, M. Nation Branding in the Era of Commercial Nationalism. International Journal of Communication. No. 5 (2011). Pp. 598-618.