The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here:

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

East of Eden? : A Visual Analysis of Videos Advertising EU Enlargement


  • Jakob Kroon

Summary, in English

The essay performs a qualitative study on political advertising clips available online in the official multimedia library of DG Enlargement. The sample material consists of the three video clips that at the time of writing focus on South Eastern European candidate countries as well as recently joined EU member states. By using a visual semiotic method of analysis in conjunction with theories on Othering and Orientalism, the author has analyzed visual elements in the video clips in order to determine whether Eastern European countries are portrayed as equal to Western European countries or not. The results show that Eastern Europe is not portrayed as fully equal to Western Europe in these videos.


Publishing year




Document type

Student publication for Bachelor's degree


  • Social Sciences
  • Law and Political Science


  • EU
  • Enlargement
  • political advertising
  • visual analysis
  • semiotics


  • Anamaria Dutceac Segesten (Biträdande Lektor)