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MADE IN LATVIA: ON THE ISSUE OF ETHNIC AND CULTURAL SPECIFICITY OF NATIONAL BRANDS
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MADE IN LATVIA: ON THE ISSUE OF ETHNIC AND CULTURAL SPECIFICITY OF NATIONAL BRANDS
Annotation
PII
S0869-54150000616-0-1
Publication type
Article
Status
Published
Authors
Svetlana Ryzhakova 
Edition
Issue №3
Pages
159-184
Abstract
The article examines the cultural and social specificity of Latvia's local brands and explores their national and ethnic traits. Reflecting on the historical and cultural contexts of the process of shaping brands as cultural and economic factors in the globalizing world, the author detects the presence of two opposing yet complementary trends in this process - namely, the unification and particularization trends. She proceeds to exploring the brands of contemporary Latvia by considering them within a wider framework of various present-day fashions, such as "healthy" or "green" ways of life, as well as of entertainment industries and discourses of cultural and ethnic heritage, which increasingly enter the globalizing market of nowadays.
Date of publication
01.06.2009
Number of purchasers
0
Views
480
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