Cover Osteuropa 5/2007

In Osteuropa 5/2007

Intercultural Marketing from the Carpathians

Holger Gemba

Deutsche Fassung


In 2004, the Ukrainian singer Ruslana won the Eurovision Song Contest. Contrary to what the title of her song Wild Dances suggests, Ruslana is not wild but an educated, successful woman from western Ukraine. She was successful because she mirrored the stereotypes of her homeland and its people so that audiences saw their prejudices confirmed. Since 2006, Ruslana has changed her image. The ethno-regional clichés of Wild Dances have been replaced by the transnational project Wild Energy. This marketing concept aims for a broader market.

(Osteuropa 5/2007, pp. 137–150)