(Growing) Cultural distance and stereotypisation in small transition states: the case of the ex-Yugoslavia countries

The aim of the project is to study the cultural distance and the characteristics and resilience of stereotypes in small transition countries – in our case the states of the ex-Yugoslavia (Slovenia, Croatia, Bosnia & Herzegovina, Serbia, Montenegro, North Macedonia and Kosovo – hereinafter referred as ex-YU). The project draws on a study by Svetličič & Udovič (2010), results of the project Cross-cultural differences and stereotypisation: an advantage or disadvantage in a political and economic cooperation among ex-Yugoslavia member states (Udovič et al., 2015; 2017), and results of recent relevant research (Karić & Mihić, 2017; Lavrič & Bieber, 2021; Lep & Kirbiš, 2021; Pavič & Krivokapić, 2020; Rapti & Karaj, 2012; Trošt, 2018; 2022; Velikonja, 2020; Zupančič & Arbeiter, 2016) Initially, it seemed that globalization would diminish cross-cultural differences, but it became apparent – especially after the year 2000 – that they still influence how we perceive other nations, nationalities, and ethnic groups. In recent times we encountered the issue of cross-cultural differences and stereotypes in the Covid-19 crisis, when the media often spoke of the ""Chinese virus"" (Čok, 2022), and stereotypes also appear in the case of the Ukrainian-Russian war, when there is often talk of the ""Russian bear"" (Žakowska, 2020), ""Russia's own aggression"" (Gobble, 2016), etc. The study of stereotypes has great scientific value by itself; however, its importance is even higher if we apply the theoretical study to social reality, in which cultural distance, prejudices and stereotypes between countries/nations shape their socio-political every day. This is especially true in the ex-YU countries, with deeply rooted stereotypes/prejudices, which severely affect political and economic stability, and in recent months have also greatly affected its security component (International Crisis Group, 2022). If we add new relevant factors for the current situation in the ex-YU region (the rise of political populists, the increasing importance of non-European actors in the region – USA, Russia, China, Turkey, and the Arab countries –, the region’s economic problems, the faltering European perspective after Croatia's accession to the European Union, etc.), and the increasing lack of understanding of the region’s inhabitants, it could be concluded that studying stereotypes, ethnic distance (Craig & Douglas, 2006; Buckley & Lessard, 2005), and cultural embeddedness (Zukin & DiMaggio, 1990; Smelser & Swedberg, 2005; Polanyi, 1957; Granovetter, 1985) is crucial for the understanding of the current situation in/among ex-YU states. Main objectives of the project: • THE THEORETICAL-METHODOLOGICAL OBJECTIVE: Updating the existing theoretical-methodological framework, reviewing and testing it The aim of the project is to improve the instrument used to measure cross-cultural differences in the ex-YU countries, developed by Udovič et al. (2013). Due to the changing international world order and regional political-economic-cultural environment, the existing instrument no longer reflects reality. Here antecedents and determinants are going to be considered. • THE METHODOLOGICAL-APPLICATIVE OBJECTIVE: Quantitative & qualitative collection of data on stereotypes in the ex-YU countries, and the creation of a model construct The improved and defined measuring instrument will be the basis for conducting empirical research, that will allow the creation of a model construct of cross-cultural characteristics of the ex-YU countries. • THE EMPIRICAL OBJECTIVE: Dissemination of the results and the development of a set of measures to improve political-economic cooperation with/between the ex-YU countries Throughout the project, we will disseminate our results (articles, discussions, round tables, educational process, etc.). We will also prepare a set of measures to improve the strategies of the participants in the political-economic-cultural relations of Slovenia with the ex-YU countries.