SOFT POWER OF THE BALKANS (SOFT POWER OF THE TV SERIES:BLACK SUN/SHADOWS OVER THE BALKANS)

Text topic: Culture and Diplomacy

Text author: Невена Даковић, Александра Миловановић

The paper explores the soft power of the Serbian TV series produced in the period 2015–2021 – as focused on the in depth analysis of the TV series Senke nad Balkanom (Black Sun/Shadows over the Balkans, 2017, Dragan Bjelogrlić) – and their role in the domains of cultural diplomacy and international relations of Republic of Serbia. The research uses the methods of the qualitative (textual, narrative, genre) and quantitative (the financial success in terms of distribution, placement at the festivals, promotions on the social webs) analysis. The aim of this paper is to map out – reading the thematically and generically diverse case studies of multilayered narrative complexity – the emerging patterns of the soft power analysis of TV series and their importance and value for the national cultural policy and diplomacy. Consequently, the multifaceted narrative of the Shadows over the Balkans becomes the story of the past and the present; cultural and political tensions; opposed parties and conflicting identities in the country and in the region. At the same time the TV series creates the image of Serbia – process of ’branding the nation and the state’ – aimed for and turned toward the world, but not necessarily made in accordance with the state priorities and strategies. Regional and global reactions and critical response to the Shadows over the Balkans, its international placement, distribution and promotion argue the skilful change of the global into the local phenomenon (global exploitation and the growing soft power) as well as the successfully achieved mission of the cultural diplomacy – have appropriated identity and enhanced visibility of the country and of the nation.