Ukrainian Nation Branding Off-line and Online: Verka Serduchka at the Eurovision Song Contest

Galina Miazhevich

Europe-Asia Studies, 2012, vol. 64, issue 8, 1505-1523

Abstract: Supplementary material for this essay can be found in the online version at: http://www.tandfonline.com/loi/ceas20 (Figures S1, S2 and S3). This article was written with the generous support of the Gorbachev Media Fellowship. I would also like to thank Stephen Hutchings for his valuable comments on earlier versions and very useful feedback by Jeremy Morris and Vlad Strukov.This essay looks at the role of the Eurovision Song Contest—an annual regularised European media event—in fostering the reconceptualisation of national selves of participating states. It draws attention to the representations of ‘new’ post-Soviet national brands at Eurovision in their interspatial (national, international and transnational) and inter-temporal (Soviet and post-Soviet) dimensions using the case of Ukraine. The essay argues that, through the manipulation of gendered, sexual and ethnic stereotypes, and by exploiting a kitsch idiom, the Ukrainian entry by Verka Serduchka in 2007, as well as the online responses to the show, aimed to articulate a vision of European nationhood, which simultaneously staked a position among other states of the former Soviet Union and reconfigured relationships with the shared Soviet past.

Date: 2012
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DOI: 10.1080/09668136.2012.712274

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