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Towards a New Model of Narrative Transformation: From the American Myth to the Green Myth


Corresponding author: Eli Avraham; e-mail:


In this paper, we suggest the “Narrative Spheres of Performed National Identity” theoretical model, regarding the way ad narratives negotiate national identity in the globalization era, and use it to demonstrate how narrative is transformed. Israeli print ads serve as a test case in this qualitative study to demonstrate a transformation from the narrative of Americanization—which has dominated Israeli ads during the 1990s and throughout the beginning of the 21st century—into the “green narrative,” during the mid-2000s. The model, which is comprised of four performance spheres—national, geographic, economic, and cultural—helps in analyzing the transformation of the national identity narrative of a small country under siege by both global and local pressures.