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(2018) Readings in numanities, Dordrecht, Springer.
The use of semiotics in content analysis
the case of Belarusian patriotic advertising
Yuliya Martinavichene
pp. 29-47
After the collapse of the USSR, Belarusians entered a brand new era of independence experiencing a profound lack of a collective sense of identity. Having become an independent state, Belarus had to assert itself both as a new player in the international political arena and as a homeland for people with a unique national identity . Through the period of President Lukashenko's rule, several public campaigns have been introduced aimed at construing a certain view of Belarus and Belarusians. The initial aim was to provide an internally significant nationalistic discourse and actualize the point of shared identification, which, as I argue, is intrinsically connected with present political power and designed to legitimize it. This paper aims to develop a framework for analyzing the processes of reimagining Belarusian identity through the discourse of outdoor public campaigns, employing a mixed analytical technique of semiotic and content analysis that is considered to be especially helpful in the analysis of ideologically driven media messages.
Publication details
DOI: 10.1007/978-3-319-66914-4_3
Full citation:
Martinavichene, Y. (2018)., The use of semiotics in content analysis: the case of Belarusian patriotic advertising, in O. Andreica & A. Olteanu (eds.), Readings in numanities, Dordrecht, Springer, pp. 29-47.
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