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Rebranding European Muslims

By Public Movement

 

Rebranding European Muslims is an international public relations campaign by performance and research group Public Movement, which aims to change the image of the European Muslim population. It takes the declaration by German Chancellor Angela Merkel that "multiculturalism has failed, completely failed" as a chance to begin a

new chapter in European / Muslim relations. The strategy of the project is to understand Merkel’s statement in a positive light, using this as an opportunity to end the reliance on "multiculti" and to consider that all people are responsible for the failure.

 

Rebranding European Muslims uses the tools of political branding campaigns to reimagine a new entity empowered by using mass communication tactics. In order to fulfill its own dream, Europe, as a post war progressive construction, must confront the challenge of accepting its historical enemy as part of it. The campaign proposes a new European Muslim entity, which is not exclusive to Muslims but symbolizes a new era where the conversation about European/Muslim shifts beyond the exhausted concept of liberal tolerance. It accepts mutations and new acculturation, and ultimately extends the scope of political imagination. Hopefully for the better.

 

by Daniel Miller and Dana Yahalomi

 

Rebranding European Muslims is a collaboration in solidarity with the 7th Berlin Biennale by steirischer herbst. The upcoming campaign is announced by a billboard presenting a portrait of the anonymous Muslim, which is on view during the Berlin Biennale, and launches in Graz on September 28, 2012 with a grand gala. It will subsequently spread to other European countries.

Solidarity Action #6: steirischer herbst

“Rebranding European Muslims” is a transnational public relations project by the Israel-based performance and research group Public Movement, and a collaboration in solidarity with the 7th Berlin Biennale by steirischer herbst. The campaign is announced by a billboard in Berlin and launches in Graz [...]More >

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