Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in nation branding initiatives of varying scope and sophistication. For the first time, this volume collects in one place studies that examine the practices and discourses of the nation branding undertaken in these countries. In addition to documenting various rebranding initiatives, these studies raise important questions about their political and cultural implications.
Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in nation branding initiatives of varying scope and sophistication. For the first time, this volume collects in one place studies that examine the practices and discourses of the nation branding undertaken in these countries. In addition to documenting various rebranding initiatives, these studies raise important questions about their political and cultural implications.
This seminal book explores the complex relationship between popular geopolitics and nation branding among the Newly Independent States of Eurasia, and their combined role in shaping contemporary national image and statecraft within and beyond the region. It provides critical perspectives on international relations, nationalism, and national identity through the use of innovative approaches focusing on popular culture, new media, public diplomacy, and alternative "narrators" of the nation. By positing popular geopolitics and nation branding as contentious forces and complementary flows, the study explores the tensions and elisions between national self-image and external perceptions of the nation, and how this complex interplay has become integral to contemporary global affairs.
With the televised events of 1989, territories of Eastern and Central Europe that had been marked as impenetrable and inaccessible to the Western gaze exploded into visibility. As the narratives of the Cold War crumbled, new narratives emerged and new geographies were produced on and by American television. Using an understudied archive of American news broadcasts, and tracing their flashes and echoes through travel guides and narratives of return written by Eastern European-Americans, this book explores American ways of seeing and mapping communism’s disintegration and the narratives articulated around post-communist sites and subjects.
What happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Branding the Nation offers a unique critical perspective on the power of brands to affect how we think about space, value and identity.
Nation branding is regarded as essential for competitiveness among countries, but the idea of branding nations is often derided as lacking seriousness. While nation branding has been on the radar of scholars of marketing, communication, and media studies, as well as political geography for decades, it has only made a small dent into the international relations field. In Nation Branding and International Politics Christopher Browning argues that international relations should take nation branding seriously. Nation branding not only involves the issues of culture, identity, and status – which are of principal concern to IR – but it is also a different and potentially fruitful way of reconceptualizing statehood. Mobilizing work on ontological security, anxiety, status, and distinction, and grounding the analysis in a broader historical context, Browning finds that nation branding is politically significant, though not necessarily for the reasons its advocates claim. Specifically, the book raises important questions about nation branding’s influence on the constitution of national identity, the reframing of citizenship, and the topography of contemporary geopolitics. Nation Branding and International Politics considers how status, prestige, and reputation are constructed and maintained in international society, and how, perhaps, this construction and maintenance may be changing – just as the practice of nation branding is changing.
What is the meaning of the Balkans in the early 21st century? Former Yugoslav countries seek a self-flattering alliance with ‘the West’ via EU membership, while the Union’s citizens increasingly declare to be ‘Eurosceptic’. At the same time, economic turmoil in countries like Greece confronts massive incoming waves of refugees, for whom Europe’s south-eastern borders are the nearest shelter. In this time of crisis, the Balkans return on the agenda as a parable of Europe’s haunting questions about its future. EU, Europe Unfinished brings together established and emerging media and cultural scholars to explore colliding visions of space and identity within a declining continent. Whereas Europe imagines the Balkans to be the source of its nearest trouble, the region envisions Europe as a refuge from ongoing post-socialist transition. The book adopts a variety of critical perspectives – from media and policy analysis to anthropology, art history and autobiography – to investigate where Europe is headed with the Balkans in its skein, 25 years after the fall of the Iron Curtain.
Do the various aspects of Europe's multi-leveled public diplomacy form a coherent overall image, or do they work against each other to some extent? European Public Diplomacy pushes the literature on public diplomacy forward through a multifaceted exploration of the European case.
The following volume is devoted to the issues of European models of civil societies. The aim of the authors is not to exhaust the whole topic but to bring forward some studies related to the civil society, both in the historical but also present perspective. Civil society is an important factor in a well-functioning state and crucial for developing a real, active and conscious community, which is able to control the state and its’ servants. Even more importantly, when the state fails to react to negative developments or leaders misuse their power to enforce it in fulfilling its duties, and in the most radical, or dramatic cases to replace it or change the governors. Democratic order gives the society enough tools to do this and the internet, social media and other new means of communication improve the level of self-organisation and shorten the time for potential reactions.
Nation Branding, Public Relations and Soft Power: Corporatizing Poland provides an empirically grounded analysis of changes in the way in which various actors seek to manage Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and their use of soft power in a way that is influenced by public relations, corporate communication, and marketing practices. By examining the discourse and practices of professional nation branders who have re-shaped the relationship between collective identities and national image management, it plots changes in the way in which Poland’s national image is communicated, and culturally reshaped, creating tensions between national identity and democracy. The book demonstrates that nation branding is a consequence of the corporatization of political governance, soft power and national identity, while revealing how the Poland "brand" is shaping public and foreign affairs. Challenging and original, this book will be of interest to scholars in public relations, corporate communications, political marketing and international relations.
