Branding the Nation: The Global Business of National Identity (Paperback)
  • Branding the Nation: The Global Business of National Identity (Paperback)
zoom

Branding the Nation: The Global Business of National Identity (Paperback)

(author)
£23.49
Paperback 256 Pages / Published: 03/10/2013
  • We can order this

Usually dispatched within 1 week

  • This item has been added to your basket
National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them "brand" their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Through case studies in twelve countries and in-depth interviews with nation branding experts and their national clients, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship. Branding the Nation challenges the received wisdom about the power of brands to change the world, and offers a critical perspective on these new ways of conceiving value and identity in the globalized twenty-first century. This book is about how nation branding became a worldwide phenomenon and a professional transnational practice. It is also about how nation branding has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, and especially national visibility and legitimacy amidst the multiple global flows of late modernity. In this book, Melissa Aronczyk charts the political, cultural and economic rationales by which the nation has been made to matter in a twenty-first-century context of global integration.

Publisher: Oxford University Press Inc
ISBN: 9780199752171
Number of pages: 256
Weight: 378 g
Dimensions: 233 x 158 x 18 mm


MEDIA REVIEWS
...her [Aronczyk's] book offers a different perspective to much of the literature on this subject, and focuses on the impact of branding on national identity and nationalism. * Rula Al-Abdulrazak is senior lecturer in branding and global marketing, University of East London, The Times Higher Education *
...this book is an outstanding, highly relevant book about an increasingly influential phenomenon that has spread across the world. It contributes to fill an important gap in the literature and will definitely be of interest for both students and scholars from areas such as media and communications, international relations and governance. * Cesar Jimenez-Martinez, London School of Economics and Political Science Blog *

You may also be interested in...

Hell's Angels
Added to basket
A History of the World in 100 Objects
Added to basket
Roads To Santiago
Added to basket
£10.99
Paperback
Midnight In Sicily
Added to basket
£10.99
Paperback
The Songlines
Added to basket
£9.99
Paperback
The History of Sexuality
Added to basket
Jung: A Very Short Introduction
Added to basket
Revolution In The Head
Added to basket
America
Added to basket
£9.99
Paperback
Ways of Curating
Added to basket
The Swerve
Added to basket
£12.99
Paperback
Religion and the Decline of Magic
Added to basket
How England Made the English
Added to basket
Orientalism
Added to basket
£10.99
Paperback
My Future Listography
Added to basket
£11.99
Paperback
Feminism: A Very Short Introduction
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.