Branding Romania as a ”Tech Country”. Nation Branding in Times of Digital Disruption

Abstract

In the age of “digital disinformation 2.0” (Bârgăoanu, 2018) and “digital deceit” (Ghosh & Scott, 2018), nation branding has become part of a new paradigm of strategic communication between states, trying to seduce various audiences. According to Korjus (2017), the next big industry to face digital disruption will be our nations. For instance, Estonia’s brand image is based on the idea of a digital state, both for domestic and foreign audiences. In Denmark, Casper Klynge has become the first nation state ambassador to Silicon Valley, describing his job as “techplomacy” (Baugh, 2017). The nation-state is responding to the new communications environment by reinventing itself in the current climate of intercultural dialogue for Europe. An interesting case is to be found in contemporary Romania, ranked 46th in the world, in terms of digital competitiveness at global level (World Digital Competitiveness Ranking, 2019). Overall, the aim of our research is to investigate technology as a soft power (Nye, 2004) instrument for Romania and to analyze how journalists and public actors construct the topic of new technology as a competitive advantage. In doing so, our research revolves around 50 news articles, published in the Romanian quality press (Adevărul, Gândul, România Liberă), employing mixed methods such as framing analysis (Entman, 1993) and critical discourse analysis. The results show that journalists have an active role in constructing technology as a public issue in Romania, related to future policy-making and regulation endeavors, as well as the future of public diplomacy.