Description
Book SynopsisAs public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today's world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and col
Trade ReviewThis volume is a must-read for scholars and students interested in the interdisciplinary study of place branding. Besides the Latin American perspective, the authors contribute to the discussions that focus on tensions between media versus policy, culture versus economics, and external image projection versus internal identity construction and resident reactions. -- Robert Govers, independent advisor, speaker and author on the reputation of cities, regions and countries
This excellent book provides a robust and eloquent critique of contemporary nation branding practices in Latin America, a geographic area hitherto under-represented in the literature. The range of case studies is compelling and fascinating. In forensic detail the authors analyse the actors and processes involved in nation branding campaigns, demonstrating that nation branding can often be sadly lacking in transparency. -- Keith Dinnie, Middlesex University
Branding Latin America delves into the polemics of nation branding throughout the region and offers important insights into how these nation-states articulate national brand value in the face of globalization’s homogenizing forces. The authors expose the polytonality of nation branding and raise critical questions about heritage and economic tensions in which stakeholders’ views are articulated. -- Joseph L. Scarpaci, Center for Cuban Culture + Economy
Table of ContentsContents Acknowledgments Foreword Melissa Aronczyk Introduction: Context and Contestation Dunja Fehimović and Rebecca Ogden Chapter One: Promotion before Nation Branding: Chile at the World Exhibitions Andrea Paz Cerda Pereira Chapter Two: The Counter-Narratives of Nation Branding: The Case of Peru Félix Lossio Chávez Chapter Three: Living the Brand: Authenticity and Affective Capital in Contemporary Cuban Tourism Rebecca Ogden Chapter Four: Covert Nation Branding and the Neoliberal Subject: The Case of ‘It’s Colombia, NOT Columbia’ Paula Gómez Carrillo Chapter Five: Resisting the Brand, Resisting the Platform? Digital Genres and The Contestation of Corporate Powers in Belén Gache’s Radikal karaoke Claire Taylor Chapter Six: Protests, News, and Nation Branding: The Role of Foreign Journalists in Constructing and Projecting the Image of Brazil during the June 2013 Demonstrations César Jiménez-Martínez Chapter Seven: International Love? ‘Latino’ Music Videos, the Latin Brand of Universality, and Pitbull Andrew Ginger Chapter Eight: The Paradoxes of the ‘Cuban Brand’: Authenticity, Resistance, and Heroic Victimhood in Cuban Film Dunja Fehimović Chapter Nine: Branding, Sense, and Their Threats Brett Levinson Epilogue Dunja Fehimović and Rebecca Ogden About the Contributors
