Kiril Avramov

Spray Can Politics: Strengthening Party Identity in Post-Socialist Sofia

Abstract

The idea of this paper is to examine the process of party identity construction in post-socialist Sofia through urban political graffiti. During the socialist period the political parties in post-socialist countries have experienced identity deficiency. Hence their fifteen-year efforts to rebuild, modify, and reinforce their public identity. In such a way they strive to strengthen their linkage with the social groups they are to represent.

The current study focuses on graffiti as an alternative to the official channels of communication, such as the mass media. The choice of such an information “supplement” outlet is favoured due to its low cost, “unsanctioned” character, and multiple functions. This “supplement” includes informational, discourse and provocative aspects that allow the graffiti to execute multiple roles, ranging from “mene tekel” (writing on the wall), protest, humour and a social litmus test, to a device for remembering politically ignored or forgotten issues. It also bears a symbolic significance, since the graffiti visualize the presence and activity of certain organizations on the national political scene.

The research enriches the idea of communication between political parties, their elites, and society at large. It argues that identity deficiency stems from: (1) a lack of entrenched historic roots (newly formed parties); (2) reshaping the old identity (for communist successor parties); (3) an all-embracing need for legitimacy.

In this context it could be hypothesized that the parties might be inclined to monopolize the alternative communication stream, especially political graffiti, to promote their political agendas in the public space, thus expanding beyond the conventional and already saturated mass media market.


Kiril Avramov: PhD Candidate, Department of Political Science /Nador u. 9, 1051 Budapest, Hungary, University of Sofia / Central European University


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