The Post-Socialist Reshaping of Urban Identity: Insights from Novi Sad, Serbia.

The article examines the post-socialist reshaping of urban identity in Novi Sad, Serbia’s second-largest city, highlighting its distinct trajectory compared to other Central and Eastern European (CEE) cities. It identifies three phases of identity transformation since 1990, each influenced by the political ideologies of national governments: the nationalist and rural-oriented identity under Slobodan Milošević (1990–2000); the pro-European, future-focused rebranding following democratic reforms (2000–2012); and a complex coexistence of national and European/multicultural narratives since 2012, especially in the context of Novi Sad’s designation as the European Capital of Culture (ECoC) in 2022. The study emphasizes Novi Sad’s unique socialist legacy, multiethnic character, and ongoing tensions between nationalistic and Europeanizing discourses, reflecting broader challenges in post-socialist urban identity construction within Western Balkan contexts outside the EU.