Linguistic Technologies in Branding: Artistic Variations at the Biennale Arte in Venice 2024
Linguistic Technologies in Branding: Artistic Variations at the Biennale Arte in Venice 2024
Author(s): Andreana EftimovaSubject(s): Anthropology, Social Sciences, Language and Literature Studies, Media studies, Communication studies, Sociology, Sociolinguistics, Culture and social structure , Nationalism Studies, Sociology of Culture, Globalization
Published by: БАЛКАНИСТИЧЕН ФОРУМ - МЕЖДУНАРОДЕН УНИВЕРСИТЕТСКИ СЕМИНАР ЗА ПРОУЧВАНИЯ И СПЕЦИАЛИЗАЦИИ
Keywords: branding; language; text; Biennale Arte in Venice; identity
Summary/Abstract: The research aims to establish the role of language in the branding of national, transnational and regional identities in the works of art selected for the Venice Biennale 2024. The analysis shows that the notion of language as a unifying concept of national identity is greatly shaken. The use of text in works of art shows the clash and destruction of traditional values and identities. In most national pavilions and individual participants, the theme is the return to or push away from traditional identities. The texts in the works of art are monolingual, discussing the problems of colonialization, women's and transgender identity, and multilingual, thematizing the increasing feeling of alienation in a globalized world based on gender, religious, etc. differences. The use of intentional language variants or speech imitations suggests the person's inability to talk about the suffering and violence, as well as to connect with others.
Journal: Balkanistic Worlds
- Issue Year: 1/2025
- Issue No: 1
- Page Range: 148-168
- Page Count: 21
- Language: English
- Content File-PDF
