Promotion of cultural identity through Eurovision Song Contest with special reference to Malta

Abstract

The Eurovision Song Contest is an annual music event where several countries unite from all over Europe. The dissertation analyses the extent to which participating countries in the contest promote cultural identity. In fact the event leads to marketing benefits for countries and their cultures, especially if these are the hosts. The hosting countries are advantaged through more media exposure and place branding opportunities, whilst the participating countries only have the opportunity to portray their cultural identity through their stage performances or through the promotional clips produced in between songs featuring their country. For participating countries, the event is a tool for promoting their culture, image and their existence. In the past, the role of culture identity was more emphasized than nowadays. Thence the research identifies the reasons to the culture identity loss in the event. Through previous literature, interviews with people directly involved in the events and on-site observation, thus with more focus on Malta, conclusions were reached. These days, the event鈥檚 perception has shifted with more significance given to talent rather than culture. Although different nations claim different reasons to culture portrayal through the event, still over time nations are all becoming identical and losing their uniqueness. As a result of globalization, countries are opting more to the use of the English language and of the modern pop style to reach as many countries as possible. This is leading to a standard shared European identity, where cultures are being commoditized and authenticity is getting lost.