Br&ing the Nation: The Global Business of National Identity by Melissa Aronczyk
English | Sep. 17, 2013 | ISBN: 0199752168 | 256 Pages | PDF | 3.32 MB
National governments around the world are turning to br&ing consultants, public relations advisers & strategic communications experts to help them "br&" their jurisdiction.
Using the tools, techniques & expertise of commercial br&ing is believed to help nations articulate more coherent & cohesive identities, attract foreign capital, & maintain citizen loyalty. In short, the goal of nation br&ing is to make the nation matter in a world where borders & boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a br&? How does nation br&ing change the terms of politics & culture in a globalized world? Through case studies in twelve countries & in-depth interviews with nation br&ing experts & their national clients, Melissa Aronczyk argues that the social, political & cultural discourses constitutive of the nation have been harnessed in new & problematic ways, with far-reaching consequences for both our concept of the nation & our ideals of national citizenship. Br&ing the Nation challenges the received wisdom about the power of br&s to change the world, & offers a critical perspective on these new ways of conceiving value & identity in the globalized twenty-first century. This book is about how nation br&ing became a worldwide phenomenon & a professional transnational practice. It is also about how nation br&ing has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, & especially national visibility & legitimacy amidst the multiple global flows of late modernity. In this book, Melissa Aronczyk charts the political, cultural & economic rationales by which the nation has been made to matter in a twenty-first-century context of global integration.