Contemporary History as Pre-history of the Present: Analysing the Austrian Media Discourse about Investment Opportunities in the East
Contemporary History as Pre-history of the Present: Analysing the Austrian Media Discourse about Investment Opportunities in the East

Summary/Abstract: In its first part the essay reflects about the concept and practice of contemporary history. Taking the transformation of Europe since 1989 as a starting point it finally advocates a genealogical reconstruction of the past as pre-history of the present. In its second, empirical part the essay discusses examples from print media that belong to a discourse about Austrian companies ‘going East’. The analysis focuses on images that without providing numbers nor technical arguments suggested investments in the former socialist countries as a huge opportunity. It discerns two narratives built on these images: the return of the Habsburg Monarchy and Western (Austrian) companies as conquerors of the East. The essay thus contributes to a critical media history of the transformation of Central Europe.

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