‘The world’s shortest highway’: Entrepreneurial populism and the making of a personal campaign

Abstract

‘The world’s shortest highway’ is 1 metre long and was built in 2019 by a Romanian businessman as part of the campaign ‘Romania wants highways’. This brought interesting evolutions to the landscape of social movements in Eastern Europe. It was a highly personalised campaign, one which faced several internal contradictions and displayed an uncritical adoption of stereotypes about progress and development. We argue that it produced a discourse that revolves around ‘Westernisation’ and ‘nationhood’. As this article seeks to demonstrate, the campaign is framed in a discourse of ‘entrepreneurial populism’. By analysing this discourse, we contribute with a peculiar case to the debates on the varieties of populism and on the culture of business celebrities. Our analysis indicates that, although this single-issue campaign is nominally about highways, its substance is rather about business celebrities occupying the space of social activism.