Nation Branding in Modern History

1. Auflage 2018
ISBN: 978-1-78533-923-3
Verlag: Berghahn Books

Buch, Englisch, Band 9, 300 Seiten, HC gerader Rücken kaschiert, Format (B × H): 157 mm x 235 mm, Gewicht: 593 g

Reihe: Explorations in Culture and International History

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.

Autoren/Hrsg.

Estner, Annika

Viktorin, Carolin

Gienow-Hecht, Jessica C. E.

Will, Marcel K.

Fachgebiete

• Geisteswissenschaften Geschichtswissenschaft Weltgeschichte & Geschichte einzelner Länder und Gebietsräume Geschichte: Ereignisse und Themen
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Sozialwissenschaften Politikwissenschaft Internationale Beziehungen
• Geisteswissenschaften Geschichtswissenschaft Weltgeschichte & Geschichte einzelner Länder und Gebietsräume Weltgeschichte
• Geisteswissenschaften Geschichtswissenschaft Geschichtswissenschaft Allgemein

Inhaltsverzeichnis

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 Ino, “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

Über Autor(innen)

Will, Marcel K.
Marcel K. Will holds a doctorate in Medieval and Modern History from the University of Cologne.

Estner, Annika
Annika Estner received her MA in History, English, and Slavic studies from the University of Cologne. Her fields of interest are the history of Eastern European dissidents and German POWs during World War II.

Gienow-Hecht, Jessica C. E.
Jessica C. E. Gienow-Hecht is Chair of the Department of History in the John F. Kennedy Institute for North American Studies at the Freie Universität Berlin.

Viktorin, Carolin
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.

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.