The Song and Dance Celebration Tradition as a Brand of the “Singing Nations” of the Baltic Countries: Similarities and Differences

Abstract

The article focuses on the Baltic Song and Dance Celebration, which is analysed in the context of the nation branding concept. It is possible to conditionally distinguish between two kinds of methods how to increase international recognition – special strategies created by professionals, and spontaneous or natural branding, based on marking of significant cultural and symbolic aspects of a particular nation. A strategic process of nation branding in the Baltics became particularly active in the beginning of the 21st century, when the governments of all three nations started a purposeful, state-financed development of nation brands, but generally neglecting the informal brand of the Baltic states as the “singing nations”. Nevertheless, the latter, having been developed alongside with the statehood ideas and particularly manifesting itself in the Song and Dance Celebration phenomena, is still very strong in the Baltic states. Based on the sociological survey data, the authors compare the attitude of the residents of Estonia, Latvia and Lithuania towards the Song and Dance Celebrations and discuss their role in the nation brand development.