Milla Mineva

is assistant professor in sociology of culture at Sofia University. Her research interests are in popular culture, consumer culture and visual studies.


Made in Bulgaria

The national as advertising repertoire

Advertising in Bulgaria has always been tied to the national. In the late nineteenth century, it capitalized on the concern about the rapid invasion of western goods; during socialism, advertising took on the role of educator of the new socialist citizen; and since the 1990s, economic patriotism has attached itself to national mythology. Nevertheless, writes Milla Mineva, in Bulgarian political discourse, to talk of the nation means to talk non-politically. Advertising makes visible this depoliticization of the national.

Read in Journals