National images and intercultural dialogue in Southeast Europe

Abstract

On the basis of the constructivist and discourse approaches, this paper views national image as a multifaceted socialpsychological construct, representing both the self-concept of nationality and the attitudes of non-members towards it. National self-image is stored in collective memory and crystallized in collective self-narratives. In Southeast Europe, these are the three major discourses of self, other and the Balkans. Strong prejudices towards neighbouring nationalities are paradoxically combined with a sense of Europeanness and Eurocentrism in the peninsula. This means that European identity does not necessarily rival national identity, but under certain circumstances may even underline and strengthen it. Finally the paper sees intercultural education and intercultural marketing as the two main goals of intercultural dialogue in the region.