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Politics of affect in the EU heritage policy discourse : an analysis of promotional videos of sites awarded with the European Heritage Label

机译：欧盟文化遗产政策话语中的情感政治：对获得“欧洲文化遗产标签”的网站的宣传视频的分析

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摘要

European cultural heritage is discussed with affective rhetoric in current European Union (EU) policy discourse. How does affect contribute to the meaning-making of a European cultural heritage and how are the workings of affect used by the EU to promote certain meanings of heritage and effect thereupon? The analysis focuses on recent promotional videos of sites awarded with the European Heritage Label by the EU. In the videos, affective textual, visual, audible, and narrative tropes intertwine with the tropes of EU policy rhetoric, increasing its capacity to impact and ‘move’ the receivers. The ethos of a European cultural heritage in the videos is based on a paradox: the history of the several sites is in various ways intertwined with extreme agony, violence, hatred, oppression, and injustice. However, the stories of the sites in the videos turn their legacy into a positive ethos of conquering these negative extremes and cherishing their positive opposites: freedom, justice, solidarity, and peace. The affectivity of the videos prepares the receivers to adopt their political aim: support for the EU and European integration. The analysis indicates how affect has a key role in producing an impression of the irrefutability and choicelessness of EU politics.
机译：在当前的欧盟（EU）政策讨论中，以情感修辞讨论了欧洲文化遗产。情感如何为欧洲文化遗产的意义做出贡献，以及欧盟如何利用情感的作用来促进遗产的某些涵义及其影响？分析的重点是欧盟最近授予“欧洲遗产标签”的网站的宣传视频。在视频中，情感性的文字，视觉，听觉和叙述上的比喻与欧盟政策言论的比喻交织在一起，从而提高了其影响和“移动”接收者的能力。录像中欧洲文化遗产的精神是基于一个悖论：几个地点的历史以各种方式与极端的痛苦，暴力，仇恨，压迫和不公正交织在一起。但是，视频中这些站点的故事将其遗产变成了一种积极的精神，即征服了这些负面的极端并珍惜它们的积极的对立面：自由，正义，团结与和平。视频的影响力使接收者能够接受其政治目标：支持欧盟和欧洲一体化。分析表明，情感如何在产生对欧盟政治不可抗拒性和无选择性的印象中起关键作用。

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    Lähdesmäki, Tuuli;

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