Journal Article

Rhetoric of belonging and transnational appropriation in the text, development and marketing of the Bulgarian popular feature


This article focuses on issues of representation and belonging, in an attempt to uncover how popular cinema in Bulgaria caters to national sensitivities while at the same time making the link with the global film industries. The Bulgarian popular feature (Ilian Djevelekov, 2011) is an example of the shift towards treating filmmaking in Bulgaria as a business as much as a cultural venture. It emerged as part of broader European trends, which put an emphasis on film development, marketing and stars, with the aim to counter Hollywood’s dominant market position. focuses on the role of the Internet as facilitating love, relations and communication in the contemporary world. On a textual level, and similarly to Love Actually (Richard Curtis, 2003), it explores the six degrees of separation theory, implicitly advocating for a world of interconnectedness. Contextually, created a sense of virtual belonging among the local online community, allowing them to participate in the film’s development and engage with its interactive marketing. Transnational stars provided a further point of contact and involvement. Through its mixed cast featuring home-grown and locally popular foreign actors, both channelled and challenged Hollywood, positioning European cinema as similar in glamour and attraction but different in identity.

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Nedyalkova, Maya

Oxford Brookes departments

School of Arts


Year of publication: 2022
Date of RADAR deposit: 2021-08-16

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License

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