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<p>This study investigates the linguistic and semiotic methods Greece uses to reposition itself at home and abroad following the economic crisis by studying investment discourse as its main governmental focus. It applies multimodal critical discourse analysis (Mayr and Machin in 1–240, 2012) to examine content from the Ellinikon Project website (photos, videos) together with speeches delivered by the Prime Minister and Development Minister and project executives. The focus on the investigation of the constructed imaginaries (Wang and Feng in Soc Semiot 33(2):402–425, 2023. <a href="https://doi.org/10.1080/10350330.2020.1870405">https://doi.org/10.1080/10350330.2020.1870405</a>) while examining their linguistic and visual characteristics and their relationship to the future-oriented “Greece of the future” which demonstrates an increasing support for private sector ideology. It demonstrates how political language unites with visual content to present Greece as a single entity that unites different social and economic groups while promoting growth and inclusion. The aspirational discourse of the brand faces a contradiction because the elitist visuals create social exclusion of particular groups. The research demonstrates how place branding functions as a tool to construct national identity through linguistic and semiotic instruments which promote neoliberal ideologies. It develops a new understanding of place branding as an ideological multimodal process while establishing a method for studying future-oriented national branding. It also reveals the conflicting relationship between projected inclusivity and actual exclusionary elements in these discourses which provides valuable understanding about national rebranding after crises.</p>

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Reinstating Greece as a brand in investment discourse: the case of the Ellinikon project

  • 期刊论文

  • 发表日期：

    2025年11月12日

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  • Irene Theodoropoulou

摘要

This study investigates the linguistic and semiotic methods Greece uses to reposition itself at home and abroad following the economic crisis by studying investment discourse as its main governmental focus. It applies multimodal critical discourse analysis (Mayr and Machin in 1–240, 2012) to examine content from the Ellinikon Project website (photos, videos) together with speeches delivered by the Prime Minister and Development Minister and project executives. The focus on the investigation of the constructed imaginaries (Wang and Feng in Soc Semiot 33(2):402–425, 2023. https://doi.org/10.1080/10350330.2020.1870405) while examining their linguistic and visual characteristics and their relationship to the future-oriented “Greece of the future” which demonstrates an increasing support for private sector ideology. It demonstrates how political language unites with visual content to present Greece as a single entity that unites different social and economic groups while promoting growth and inclusion. The aspirational discourse of the brand faces a contradiction because the elitist visuals create social exclusion of particular groups. The research demonstrates how place branding functions as a tool to construct national identity through linguistic and semiotic instruments which promote neoliberal ideologies. It develops a new understanding of place branding as an ideological multimodal process while establishing a method for studying future-oriented national branding. It also reveals the conflicting relationship between projected inclusivity and actual exclusionary elements in these discourses which provides valuable understanding about national rebranding after crises.