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This book provides an overview of nation branding in the Americas, an often neglected continent(s) in debates about the creation, dissemination and management of national images. It will particularly be of interest for students and researchers specialized in marketing, media and communication, and international relations.
Nation Branding in the Americas: Contested Politics and Identities provides an overview of nation branding in the Americas, an often neglected continent(s) in debates about the creation, dissemination and management of national images. Drawing on insights from promotional cultures, nationalism, geopolitics, media and communication, as well as their own research, the authors look at national promotion experiences in twelve countries - Canada, the United States, Mexico, Costa Rica, Colombia, Ecuador, Peru, Bolivia, Brazil, Uruguay, Argentina and Chile - , examining how these cases relate to broader challenges and commonalities, such as the relationship between nation branding and stereotypes, invisibility, heritage or internal contradictions. Nation Branding in the Americas: Contested Politics and Identities is an important contribution to the study of practices and concepts such as nation branding, public diplomacy, soft power, and strategic communication. It highlights the multifaceted nature of nation branding, and how this can be used to perpetuate local and global hierarchies, legitimize the agendas of specific governments, and discipline the inhabitants of a nation, but also become a venue for people to negotiate and communicate the kind of society they want to be. The book will therefore be of interest for undergraduate, postgraduate, and doctoral students specialized in marketing, media and communication, and international relations. It will also appeal to professionals in public diplomacy, strategic communication, public relations, and branding, offering a broad overview to the practice and discussion of national promotion in an increasingly contested and cacophonic global communication environment.
