ABSTRACT
Since the ousting of Slobodan Milošević from power in 2000, Serbia has made various efforts to transform the country’s negative image, acquired during the political turmoil of the 1990s, into a positive one, imbued with hope, optimism, and opportunities. Although the idea of national re-branding was discussed in Serbian media from the start of the new millennium, constructing a new image posed a greater challenge for Serbia than for most other post-communist countries. In addition to the wars of the 1990s, Serbia’s image was impacted by worldwide media coverage of the Hague trials, the assassination of the prime minister in 2003, Kosovo’s independence and the related protests, and recent violence against foreigners at sports events.
