Music and theater festivals in the identity processes

Abstract

The paper discusses the possibility of applying music and theater festivals in the processes of identity changes, as well as in shaping the identity and image of individual nations. In a multitude of cultural and political tools that can be used in branding a country, festival politics is particularly interesting precisely because of the potential to achieve visibility. Employing the notion of cultural brand as part of the process of branding a nation with its cultural segment, the paper addresses the emblematic Austrian Salzburg Festival of national importance, which has the merits of launching Austria into the global cultural orbit. In this way, it is shown how the festival organism can become noteworthy worldwide and, through national culture, brand a country.

Keywords

• national identity
• festival
• nation branding
• cultural brand
• cultural diplomacy
• salzburg festival