A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.
Tabela de Conteúdo
List of Illustrations
Acknowledgements
Introduction: Beyond Marketing and Diplomacy: Exploring the Historical Origins of Nation Branding
Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, and Marcel K. Will
PART I: BRANDING THE NATION AND SELLING THE STATE: CASE STUDIES
Chapter 1. Nation Branding Amid Civil War: Publishing US Foreign Policy Documents to Define and Defend the Republic, 1861-66
William B. Mc Allister
Chapter 2. From the Moralizing Appeal for Patriotic Consumption to Nation Branding: Austria and Switzerland
Oliver Kühschelm
Chapter 3. Branding Internationalism: Displaying Art and International Cooperation in the Interwar Period
Ilaria Scaglia
Chapter 4. High Culture to the Rescue: Japan’s Nation Branding in the United States, 1934-40
John Gripentrog
Chapter 5. All Publicity is Good Publicity? Advertising, Public Relations, and the Branding of Spain in the United Kingdom, 1945-69
Carolin Viktorin
Chapter 6. The Art of Branding: Rethinking American Cultural Diplomacy during the Cold War
Michael L. Krenn
Chapter 7. Suriname: Nation Building and Nation Branding in a Postcolonial State, 1945-2015
Rosemarijn Hoefte
Chapter 8. A New Brand for Postcommunist Europe
Beata Ociepka
PART II: PROMISES AND CHALLENGES OF NATION BRANDING: COMMENTARIES ON CASE STUDIES
Chapter 9. Historicizing the Relationship between Nation Branding and Public Diplomacy
Justin Hart
Chapter 10. Nation Branding: A Twenty-First Century Tradition
Melissa Aronczyk
Chapter 11. The History of Nation Branding and Nation Branding as History
Mads Mordhorst
Annotated Sources
Preface: The Diversity of Primary Sources and the Concept of Nation Branding
John Gripentrog
Ilaria Scaglia
Michael L. Krenn
Index
Sobre o autor
Marcel K. Will holds a doctorate in Medieval and Modern History from the University of Cologne.
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