Abstract
This contribution analyses the image of Europe passed on in current TV-advertising in Russia. This image is only understandable in the context of the current social discussions about national identity and builds on the national self-images. While Russia is very markedly different to Europe in terms of size and importance, tradition and history as well as community and shared identity, the image of Europe is depicted as a homogenous, intrinsically less structured counterpart to the self-image. The image of Europe is based on difference, not on negative foreign stereotyping. As a result, Russia appears as not belonging to Europe.
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