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This chapter first examines the history and role of the Bulgarian flag in the constitution of Bulgarian national identity, a process which began in the second half of the nineteenth century. It then proposes a semiotic model of the identity, one that centers its constructed character and flexibility while performing social interactions. A basic divide between the communicative resources of the self places a person’s individual characteristics in opposition to collective ones. The national flag and colors are interpreted among the expressive forms of the collective identity, in the subcategory of constitutive features for which an individual has no choice. An interpretation of the value flows for identity in social intercourse follows, modeled as an “ego economy” where the reception and production of recognition from and for others is seen as an “ego currency”. This model demonstrates that the particular efficacy of national symbols is amplified by the efficacy of the “nationalist libido”. The use of the nationalist flags, colors, symbols, and narrative in new media thus prepare a fertile ground for the emerging digital populism, one that is masterfully employed by right-wing figures with significant political results and disquieting prospects for the future.

[IVI.CID] 70d7799b-57c7-4e99-9d5e-f5423e9426a3