Original scientific paper
European Media Programme: The Role of 'Language' and 'Visual Images' in the Processes of Constructing European Culture and Identity
Senka Božić-Vrbančić
Mario Vrbančić
Olga Orlić
Abstract
Questions of diversity and multiculturalism are at the heart of many discussions on European supranational identity
within contemporary anthropology, sociology, cultural studies, linguistics and so on. Since we are living in a period
marked by the economic and political changes which emerged after European unification, a call for a new analysis of
heterogeneity, cultural difference and issues of belonging is not surprising. This call has been fuelled by the European
Union's concern with »culture« as one of the main driving forces for constructing »European identity«. While the official
European policy describes European culture as common to all Europeans, Europe is also seen as representing »unity in
diversity«. By analysing contemporary European MEDIA policies and programs this article attempts to contribute to a
small but growing body of work that explores what role »language« and »visual images« play in the process of constructing
European culture and supranational European identity. More specifically, the article explores the complex articulation
of language and culture in order to analyse supranational imaginary of European identity as it is expressed through
the simple slogan »Europe: unity in diversity«.We initially grounded our interest in the politics of identity within the European
Union within theoretical frameworks of »power and knowledge« and »identity and subjectivity«.We consider contemporary
debates in social sciences and humanities over the concepts of »language«, »culture« and »identity« as inseparable
from each other (Ahmed 20001; Brah 19962, 20003; Butler 19934, Derrida 19815; Gilroy 20046; Laclau 19907).
Cultural and postcolonial studies theorists (e.g. Brah 19962; Bhabha 19948; Hall 19929, 199610, among others) argue
that concepts of »culture« and »identity« signify a historically variable nexus of social meanings. That is to say, »culture«
and »identity« are discursive articulations. According to this view, »culture« and »identity« are not separate fields from
economic, social and political issues, on the contrary »culture« and »identity« are constructed through social, economic
and political relations. Issues of »language« and »images« are central to both of them. By questioning the role that »language
« and »visual images« play in the construction of European identity and culture, we are considering »language« as
well as »visual images« not just as representations, but also as forms of social action. In addition to that, inspired by discourse
theory (Laclau 198511, 199412, 200713) and psychoanalysis (@i`ek 198914, 199315, 199416; Stavrakakis 199917,
200518, 200719) we explore the libidinal dimension of identification processes. We focus on the European MEDIA Programme
in order to analyse how different languages and images are being used to create a sense of »European unity in
diversity«. Along with Stavrakakis we argue that due to the lack of libidinal investment into discourses of Europeanness,
Europe is failing to create a strong supranational identity. However we also show that there have been recent attempts by
European policy makers to try and fill this gap through various projects which focus entirely on emotions; which appears
to reinforce new possibilities of identification with Europe.
Keywords
European MEDIA programm; language; visual images; European culture; identity
Hrčak ID:
34076
URI
Publication date:
1.12.2008.
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