The Perception of Totalitarian Symbols — The Visual Identity of Fascism, Nazism and Communism in Light of the Branding Process

Abstract

U radu se istražuje percepcija simbola triju totalitarnih režima, odnosno ideologija 20. stoljeća (fašizma, nacizma i komunizma) u svjetlu marketinških spoznaja o procesu brendiranja. Simboli totalitarizma bili su ponajprije oruđe snažne propagande i indoktrinacije, a razlike u dubini (i širini) nametanja totalitarnih ideologija spoznaju se iz međuodnosa stranačkih i državnih simbola. Nametanje ideologije i postupci totalitarnih režima utječu na promjenu izvornog značenja simbola koje su koristili. Simboli totalitarnih režima danas se zato uglavnom ne sagledavaju kroz izvorno značenje. Simboli fašizma i nacizma zabranjeni su ili nepoželjni u većini zemalja, a oni komunizma još se slobodno ističu u nizu zemalja. Tek su u rijetkim zemljama zabranjeni. To je zato što su zločini jednih javno osuđeni, a drugih nisu. Osuda postupaka učinjenih pod nekim simbolom utječe i na percepciju tog simbola u javnosti.The article examines the manner in which the symbols of the three totalitarian regimes, or rather ideologies of the 20th century (Fascism, Nazism and Communism) are perceived in light of marketing insights concerning the branding process. The symbols of totalitarianism have primarily been powerful propaganda and indoctrination tools, while the imposition of totalitarian ideologies can be discerned in its depth (and breadth) through the interrelationship between party and state symbols. The actions of totalitarian regimes and ideology enforcement practices affect a change in the original meaning of the symbols which they use. The symbols of totalitarian regimes today are therefore not viewed in light of their original meaning. Symbols of Fascism and Nazism are banned or are deemed undesireable in the majority of countries, while those of Communism are freely displayed in many lands. They are banned only rarely, the reason being that the crimes of some are publicly denounced, while those of others are not. Condemnation of actions committed under a particular symbol affects also its public perception