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Senior Lecturer in marketing, SOAS, University of London

Senija is a cross-disciplinary scholar, specialising in cultural theory, critical marketing and the creative industries. Her research interests include discourses of management, the commodification and appropriation of cultural heritage, and the role of cultural heritage and the creative industries in the normalisation of social relationships in times of post-conflict and post-crisis. Her main heritage and creative industries research themes discuss tangible and intangible Ottoman heritage in Europe, particularly the presentation and place of Ottoman heritage in European cultures and ideologies; the presentation of the Balkans as the European internal ‘other’; the imagination of east-west binaries, and also the commodification and presentation of history and cultural heritage in the Middle East, with a particular interest in the Sultanate of Oman. Senija is also interested in the intersection between political activism and consumerism. Her recent research shows how antifascist heritage in former-Yugoslavia reclaimed its position through tourism, arts and cultural industries. This research also discusses the complexities of nostalgia in the contemporary context. Relatedly, for the last ten years, Senija has also studied the marketisation of subversive political ideas through the means of art.

Besides cultural heritage, her recent studies explore alternative economies, their sustainability, potential, longevity, and community ethos. She is also interested in digital disruption, alternative currencies, digital marketing and the challenges of social media and fake news.

Her main geographical research areas are the Balkans, the Mediterranean, MENA, Central Asia, and Northern Ireland.

Senija is a Co-Chair of the Centre for Ottoman Studies and member of the Centre for Gender Studies at SOAS.


  • 2012–present
    Senior lecturer, Soas