Migrating “Otherness”: Serbian Ethnic Media amid Nationalism and Multiculturalism

Abstract

The thesis explores the ways in which Serbian ethnic media in Canada represent their own group and “Others”, specifically Croats, Slovenians and Catholics, Bosniaks, Albanians and Muslims, Montenegrins and the West. The research investigates the convergence of these representations with Canadian multiculturalism. The thesis epistemologically feeds from Jean Jacques Rousseau’s 18th century theories of recognition and patriotism, Stuart Hall’s (1997) theory of representation and identity and Edward Said’s (1978) theory of Orientalism, and is further guided by the theoretical frameworks of Charles Taylor’s (1994) politics of recognition, Benedict Anderson’s (1992) long-distance nationalism and Maria Todorova’s (1994) Balkanism. Qualitative content analysis through purposive and sequential sampling of Serbian ethnic broadcasting is conducted to gauge the programs’ representations of the “Self” and “Others”. Ethnic media provide a method to promote a minority group’s heritage, but also to facilitate communication between various cultural, ethnic, religious and racial groups. In the age of an increased critique of multiculturalism, the role of ethnic media rises in importance. The findings of the thesis show that Serbian ethnic media employ Canadian multiculturalism to promote Serbian heritage, but also to stereotype other groups. Applying the theoretical juxtaposition of multiculturalism, nationalism and “Othering”, this research argues that through negative identification of “Others”, Serbian ethnic media deviate from Canadian multiculturalism that calls for a positive recognition of all Canadian groups.