Myths, Symbols and Branding:
Türkey and the EU
978-3-639-15905-9
3639159055
268
2009-10-08
79,00 €
eng
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This thesis explores the premise that myths + symbols + branding create a collective group’s and that of their leader’s identity. In particular, it examines the ‘creation’ of Gök-Türks and Boz Kurt myths + symbols as the internal myths + symbols of the Republic of Türkey and their eponymous leader, Mustafa Kemal Atatürk. Same premise is applied to Türkey’s us/other + other, Europe/EU, as they ‘re- create’ and ‘re-focus’ their collective group’s identity as it manifests into ill-fitting myths + symbols, and search for a homogeneous leader who embodies these qualities. Finally, does each collective’s myths + symbols cause mutual misunderstandings between Türkey + Europe/EU? Branding, as the final manifestation of the formula, reinforces a collective group’s internal myths +symbols, externally to their us/other + others. The two collective group identities have been examined with the following ‘created’ formulas: A. Bridge-word formula; B. Composite-word formula; C. Cyclical-word formula
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