Nation Branding in Modern History

Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, Marcel K. Will (Herausgeber)

Buch | Hardcover

300 Seiten

2018
Berghahn Books (Verlag)
978-1-78533-923-3 (ISBN)

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Branding in Modern History draws from a variety of international case studies, ranging from Austria and Switzerland to Chile, the US, China, Spain, Suriname, and Poland to investigate the nexus between cultural marketing, self-representation and political power by looking at current nation branding campaigns as well as its historical predecessors.

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.

Carolin Viktorin holds a MA in History from the Heinrich Heine University of Düsseldorf. Her current research focuses on tourism, advertising, and public relations in the Franco dictatorship.

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. McAllister

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

Introduction to Baron Dan Inō, “The Japanese People and their Gardens” (1935)

John Gripentrog

Images from the 1935-36 International Exhibition of Chinese Art in London

Ilaria Scaglia

A Memorandum on the Advancing American Art Fiasco of 1947

Michael L. Krenn

Index

Erscheinungsdatum	21.09.2018
Reihe/Serie	Explorations in Culture and International History
Zusatzinfo	4 Illustrations
Verlagsort	Oxford
Sprache	englisch
Maße	152 x 229 mm
Themenwelt	Geisteswissenschaften ► Archäologie
	Geschichte ► Allgemeine Geschichte ► Zeitgeschichte
	Wirtschaft ► Volkswirtschaftslehre ► Wirtschaftspolitik
ISBN-10	1-78533-923-0 / 1785339230
ISBN-13	978-1-78533-923-3 / 9781785339233
Zustand	Neuware