Nation Branding in Modern History

Häftad, Engelska, 2020

AvCarolin Viktorin,Jessica C. E. Gienow-Hecht,Annika Estner,Marcel K. Will

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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.

Produktinformation

Utgivningsdatum2020-11-01
Mått152 x 229 x 26 mm
Vikt408 g
FormatHäftad
SpråkEngelska
SerieExplorations in Culture and International History
Antal sidor300
FörlagBerghahn Books
ISBN9781789207934

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List of IllustrationsAcknowledgementsIntroduction: Beyond Marketing and Diplomacy: Exploring the Historical Origins of Nation BrandingCarolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, and Marcel K. WillPART I: BRANDING THE NATION AND SELLING THE STATE: CASE STUDIESChapter 1. Nation Branding Amid Civil War: Publishing US Foreign Policy Documents to Define and Defend the Republic, 1861-66William B. McAllisterChapter 2. From the Moralizing Appeal for Patriotic Consumption to Nation Branding: Austria and SwitzerlandOliver KühschelmChapter 3. Branding Internationalism: Displaying Art and International Cooperation in the Interwar PeriodIlaria ScagliaChapter 4. High Culture to the Rescue: Japan’s Nation Branding in the United States, 1934-40John GripentrogChapter 5. All Publicity is Good Publicity? Advertising, Public Relations, and the Branding of Spain in the United Kingdom, 1945-69Carolin ViktorinChapter 6. The Art of Branding: Rethinking American Cultural Diplomacy during the Cold WarMichael L. KrennChapter 7. Suriname: Nation Building and Nation Branding in a Postcolonial State, 1945-2015Rosemarijn HoefteChapter 8. A New Brand for Postcommunist EuropeBeata OciepkaPART II: PROMISES AND CHALLENGES OF NATION BRANDING: COMMENTARIES ON CASE STUDIESChapter 9. Historicizing the Relationship between Nation Branding and Public DiplomacyJustin HartChapter 10. Nation Branding: A Twenty-First Century TraditionMelissa AronczykChapter 11. The History of Nation Branding and Nation Branding as HistoryMads MordhorstAnnotated SourcesPreface: The Diversity of Primary Sources and the Concept of Nation BrandingIntroduction to Baron Dan Inō, “The Japanese People and their Gardens” (1935)John GripentrogImages from the 1935-36 International Exhibition of Chinese Art in LondonIlaria ScagliaA Memorandum on the Advancing American Art Fiasco of 1947Michael L. KrennIndex

“Reading this collection feels like one is at a workshop in which by the end of the day (in this case the end of the book) participants had worked together to gain a better understanding of the field and raised a host of new questions and concerns.” • Journal of Modern History“With a particularly impressive range of case studies that include Eastern and non-European case studies, the contributors to this volume bring to light new and hitherto unexplored episodes in the history of cultural diplomacy and nation branding, all supported by a wealth of empirical detail.” • Eglė Rindzevičiūtė, Kingston University