Brand Jamaica

Reimagining a National Image and Identity

Hume Johnson, Kamille Gentles-Peart (Herausgeber)

Buch | Hardcover

252 Seiten

2019
University of Nebraska Press (Verlag)
9781496200563 (ISBN)

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Explores the current practices of branding Jamaica, particularly within the context of postcoloniality, reconciles the lived realities of Jamaicans with the contemporary image of Jamaica projected to the world, and deconstructs the current tourism model of sun, sand, and sea.

Brand Jamaica is an empirical look at the postindependence national image and branding project of Jamaica within the context of nation-branding practices at large. Although a tiny Caribbean island inhabited by only 2.8 million people, Jamaica commands a remarkably large presence on the world stage. Formerly a colony of Britain and shaped by centuries of slavery, violence, and plunder, today Jamaica owes its popular global standing to a massively successful troika of brands: music, sports, and destination tourism. At the same time, extensive media attention focused on its internal political civil war, mushrooming violent crime, inflation, unemployment, poverty, and abuse of human rights have led to perceptions of the country as unsafe.

Brand Jamaica explores the current practices of branding Jamaica, particularly within the context of postcoloniality, reconciles the lived realities of Jamaicans with the contemporary image of Jamaica projected to the world, and deconstructs the current tourism model of sun, sand, and sea. Hume Johnson and Kamille Gentles-Peart bring together multidisciplinary perspectives that interrogate various aspects of Jamaican national identity and the dominant paradigm by which it has been shaped.

Hume Johnson is an associate professor of public relations and media studies at Roger Williams University in Rhode Island. She is the author of Challenges to Civil Society: Popular Protest and Governance in Jamaica. Kamille Gentles-Peart is an associate professor of communication and media studies at Roger Williams University in Rhode Island. She is the author of Romance with Voluptuousness: Caribbean Women and Thick Bodies in the United States (Nebraska, 2016) and the coeditor, with Maurice L. Hall, of Re-constructing Place and Space: Media, Power, Discourse and the Constitution of Caribbean Diasporas.

Acknowledgments
Introduction
Hume Johnson and Kamille Gentles-Peart
1. Between Fame and Infamy: The Dialectical Tension in Jamaica’s Nation Brand
Hume Johnson
2. Branding the Nation: A Rhetorical Analysis of the Jamaica Tourist Board’s Commercial Campaigns
Nickesia Gordon
3. Women of “Paradise”: Tourism Marketing and the Lived Realities of Jamaican Women in the United States
Kamille Gentles-Peart
4. Brand Jamaica and the Economic Cost of Homophobia: Initiating a Conversation
Anna Kasafi Perkins
5. An (Un)easy Sell: Rebrandings of Jamaica in Marlon James’s A Brief History of Seven Killings and Its French and Spanish Translations
LaËtitia Saint-Loubert
6. Brand Kingston: Reimagining Jamaica’s Capital City
Hume Johnson
7. Hold On to What You Got: Intellectual Property and Jamaican Symbols and Culture
Steffen Mussche-Johansen and Hume Johnson
Final Thoughts
Hume Johnson and Kamille Gentles-Peart
References
List of Contributors
Index

Erscheinungsdatum	12.11.2019
Zusatzinfo	1 illustration, 1 table, index
Verlagsort	Lincoln
Sprache	englisch
Maße	152 x 229 mm
Themenwelt	Sachbuch/Ratgeber ► Geschichte / Politik ► Allgemeines / Lexika
Themenwelt	Geisteswissenschaften ► Geschichte ► Regional- / Ländergeschichte
ISBN-13	9781496200563 / 9781496200563
Zustand	Neuware