Reflections on the Function of National Images in Intra- and Intercultural Communication

Abstract

This paper presents an analysis and some reflections on the nature of national-ethnic images (mostly visual) in intercultural and intra-cultural communication. We discuss some of the functions and possible principles of national-ethnic images for “soft power” and “national branding”. The discussion is illustrated by examples of positive and negative self- and other-images from different nations with different purposes and the images are discussed in relation to their level of concreteness or abstraction and the types of signs they contain. Examples of historical changes in national images are given and comparisons between the images of different nations are made. The purpose of the article is to increase understanding of national images as one of the mechanisms through which cultural attitudes can be constructed.