scholarly journals Sexy Danes, Tipsy Germans: The Use of Positive Cultural Stereotypes in Nation Branding Efforts

2016 ◽  
Vol 79 (5) ◽  
Author(s):  
Julie K. Allen
Keyword(s):  
Nation Branding ◽  
Cultural Stereotypes ◽  
National Brands ◽  
The World ◽  
Nation Brand ◽  
Private Corporations ◽  
National Stereotypes

While nation-branding campaigns have become a popular means for governments to attempt to improve their country’s standing on international indexes, such as the Anholt-Gfk Roper Nation Brand Index (NBI), the generally static ranking on such indexes suggests that national brands cannot simply be shaped by clever marketing campaigns. Instead, national brands rest on deeply rooted perceptions of a country’s character and identity, which often have much in common with popular stereotypes about the country. This article analyzes how several advertising campaigns in Germany and Denmark, sponsored by both governmental entities and private corporations, explicitly engage with and manipulate positive national stereotypes in order to shape public narratives about what their countries have to offer the world.

scholarly journals Media w aspekcie budowania świadomości marki narodowej

Politeja ◽  
1970 ◽  
Vol 12 (2 (34/1)) ◽  
pp. 215-228
Author(s):  
Marina Tereszczuk
Keyword(s):  
Mass Media ◽  
Nation Branding ◽  
Vital Importance ◽  
Self Image ◽  
The World ◽  
Nation Brand ◽  
The Mass Media

Media Aspects of Nation Branding: Challenges for Ukraine Developing coherent and comprehensive nation brand is of vital importance for Ukraine today. Building the strong nation brand requires active use of available tools and resources, amongst which one of the key places is occupied by the mass media. This article explores how Ukraine uses the trans-border media to create and represent self-image for the world. The mass media (such as television and internet) as well as governmental websites that are focused on promoting the image (brand) Ukraine abroad were analyzed. This paper concentrates on the key problems and disadvantages of this practice.

scholarly journals Reshaping the National Image of Azerbaijan through Nation Branding Endeavours

2017 ◽  
Vol 20 (4) ◽  
pp. 33-46
Author(s):  
Sana Imran
Keyword(s):  
Sense Of Belonging ◽  
Developed Countries ◽  
Nation Branding ◽  
Self Determination ◽  
Public Communication ◽  
Economic Potential ◽  
National Brands ◽  
National Image ◽  
Image Building ◽  
Nation Brand

Every nation possesses a nation brand image, either with or without nation branding. A well thought out nation branding campaign can however, project a nation’s image and solicit global recognition. Such an endeavor concurrently instills a greater sense of belonging, self-determination and ideals of public communication in the domestic audience. The value of nation branding for tapping the economic potential of a nation remains arguable. In this paper, an effort is being made to understand how a developing country like Azerbaijan is accruing international recognition through apt utilization of nation branding tools. Strategic, conceptual and practically relevant aspects will be analyzed to ascertain efficacy of nation branding techniques and their impact on national image building. With occasional reference to the international brands of developed countries, focus will remain on endeavors of Azerbaijan to market its name and build own national brands.

Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine

2016 ◽  
Vol 4 (2) ◽  
pp. 84-99 ◽  
Author(s):  
Evinc Dogan ◽  
Goran Petkovic
Keyword(s):  
Nation Branding ◽  
Place Marketing ◽  
Brand Positioning ◽  
Country Branding ◽  
Tourism Marketing ◽  
Nation Brand ◽  
Emerging Themes ◽  
Tourism Organization ◽  
The Impact ◽  
People’S Perceptions

Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning.  The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.

Food Power and the Global Supermarket

2018 ◽  
pp. 178-209
Author(s):  
Shane Hamilton
Keyword(s):  
Cold War ◽  
Food Production ◽  
Linseed Oil ◽  
Food Chains ◽  
Development Projects ◽  
Retail Chain ◽  
The World ◽  
Private Corporations ◽  
The 1960S ◽  
Global Food

This chapter discusses how U.S. transnational agribusiness corporations demonstrated U.S. farm and food power to the world from the 1960s into the 1980s. In earlier decades of the Farms Race, U.S. farmers were called upon to feed the hungry world as a counter-revolutionary project with a humanitarian veneer. By the late 1970s, politicians and businessmen were increasingly declaring their intent to rewrite the rules of global food production and trade on entirely profit-driven terms. Building on Cold War-inspired modernization and development projects initiated in the 1940s–1960s, U.S.-based transnational agribusinesses in the 1970s–1990s—including the International Basic Economy Corporation (IBEC), the former linseed-oil manufacturer turned global commodities giant Archer Daniels Midland, and the Ozarks-based retail chain Walmart—constructed a world in which private corporations, including supermarkets, emerged as the primary institutional mechanisms for regulating and coordinating global food chains.

scholarly journals Japanese Character Input: Its State and Problems

1981 ◽  
Vol 14 (1) ◽  
pp. 6
Author(s):  
Ichiko Morita
Keyword(s):  
East Asian ◽  
Computer Processing ◽  
Research Libraries ◽  
Vernacular Language ◽  
Japanese Character ◽  
The World ◽  
Computer Input ◽  
The Government ◽  
Private Corporations ◽  
Large Research

<p class="p1">Computer processing of information is highly advanced in japan, and it continues to be researched and improved by the cooperative <span class="s1">efforts </span>of the government, private corporations, and individual scientists, who are among the best in the world. This paper introduces various approaches to the computer input of information currently developed in japan, and discusses the possibility of their applications to the processing of East Asian-vernacular language materials in large research libraries in this country.</p>

scholarly journals Russia and Spain in the mirror of journalistic discourse: metaphors and stereotypes

2010 ◽  
pp. 247-254
Author(s):  
M. V. LARIONOVA
Keyword(s):  
Mass Media ◽  
Political Communication ◽  
National Consciousness ◽  
Conceptual Metaphors ◽  
The Press ◽  
The World ◽  
National Stereotypes

В условиях современного информационного общества СМИ играют ведущую роль в формировании и закреплении в сознании национальных стереотипов как особых концептуальных образований, содержащих устойчивые мнения, суждения о какой-либо нации. Газетно-публицистический дискурс, активно тиражируя используемые журналистами этностереотипы, не только отражает специфику национального сознания, но и способствует усилению прагматического воздействия текстов политической коммуникации на существующую в сознании читателей картину мира. В статье на примере сложившихся представлений о России и Испании рассматриваются процессы моделирования с помощью стереотипов и метафор образа одной нации в ментальном пространстве носителей иной лингвокультуры. Marina V. Larionova Russia and Spain in the mirror of journalistic discourse: metaphors and stereotypes In the information-oriented society mass media accomplish a key mission creating and consolidating in human minds national stereotypes defined as specific conceptual formations which contain established opinions, judgements referring to any nation. The journalistic discourse, actively multiplicating ethno stereotypes used by the press, not only reflects specifics of national consciousness, but also promotes pragmatic influence of texts of political communication on the reader's conceptual anticipation of the world. Using the example of traditional stereotypes of Russia and Spain, the article examines the process of modelling by means of stereotypes and conceptual metaphors of the image of one nation in the mentality of the bearers of another national idiomatic culture.

scholarly journals Pole Image in the Light of Media Texts Created in the Internet Space by Residents of Neighbouring Countries

2020 ◽  
pp. 389-403
Author(s):  
Marta Hartenberger
Keyword(s):  
Media Culture ◽  
The Internet ◽  
Visual Code ◽  
Dynamic Changes ◽  
The World ◽  
Media Texts ◽  
National Stereotypes

The issue of national stereotypes requires, in the situation of dynamic changes in Europe and in the world, to update and consider new sources. A new area for tracking changes in the mutual perception of neighbouring nations are the texts of media culture, combining verbal and visual code. In the article, I elaborate on the legitimacy of using such intersemiotic messages, such as memes, demotivators, posters, advertisements, to study stereotypes. The Internet stereotype of a Pole functions on two levels, language and imagination, therefore it is a continuation of the national stereotype in a changed form.

scholarly journals STRATEGI NATION BRAND SEBAGAI PROMOSI PARIWISATA INDONESIA

2017 ◽  
Vol 7 (2) ◽  
pp. 32
Author(s):  
Devi Purnamasari ◽  
Muhamad Noor Hidayat ◽  
Heni Indrayani
Keyword(s):  
The World ◽  
Nation Brand

ariwisata menjadi salah satu sektor prioritas nasional, untuk itu pemerintah berupayamengoptimalkan promosi destinasi wisata dengan cara national branding melalui VideoWonderful Indonesia versi The Journey of The World. Video tersebut menceritakan tentangkebudayaan, keindahan alam, dan petualangan wisatawan di Indonesia dan telah memperolehberagam perhargaan dunia. Mempromosikan suatu negara tidak lepas dari identitas negara, makapenelitian ini ingin membahas Strategi Brand Nation sebagai Promosi Pariwisata Indonesiadengan menggunakan pendekatan semiotika dari Video Wonderful Indonesia versi The Journey ofThe World. Metode penelitian ini menggunakan pendekatan deskriptif kualitatif dalam paradigmakonstruktivis dengan analisis semiotika Charles Sanders Pierce. Objek Penelitian adalah videoWonderful Indonesia versi The Journey of The World. Hasil penelitian menunjukkan bahwa didalam video Wonderful Indonesia versi The Journey of The World menampilkan aspek budaya(culture), alam (nature), dan jelajah (adventure). Perpaduan ketiganya digarap melalui visualisasivideo yang menampilkan pleasure tourism, leisure tourism, dan discovery tourism. Simbol-simbolyang ditampilkan dalam video seperti pengunaan batik dan kemaritiman menjadi tanda identitasnasional sekaligus strategi nation brand dalam mempromosikan pariwisata Indonesia.

Communicating Nation Brands through Mass and Social Media

2014 ◽  
pp. 409-425
Author(s):  
Maria De Moya ◽  
Rajul Jain
Keyword(s):  
New Media ◽  
Nation Branding ◽  
Destination Branding ◽  
Media Environment ◽  
The Public ◽  
Content Analyses ◽  
Challenges And Opportunities ◽  
New Challenges ◽  
Nation Brand ◽  
Nation Brands

Nation branding efforts are the means through which many countries attempt to influence how foreign publics perceive them. However, in a media landscape that now includes not only traditional one-way media but also two-way social platforms, countries undertaking these efforts are presented with a series of new challenges. This environment makes it more difficult to manage the issues associated with a nation brand, challenges countries to better communicate their advantages, and allows the public to create its own, potentially competing, messages about a country. Building on previous work on nation and destination branding, this chapter discusses the changing media environment in which nation-branding efforts are taking place, and—through a combination of DICTION®-assisted, manual, and qualitative content analyses—provides evidence of the new media landscape in which nation branding is taking place. The challenges and opportunities created by this new context are detailed, and potential avenues for further research are discussed.

The Nation Brand Image:

2021 ◽  
pp. 111-127
Author(s):  
Manuela Piscitelli
Keyword(s):  
Case Studies ◽  
Brand Image ◽  
Point Of View ◽  
Nation Branding ◽  
Tourism Destination ◽  
Starting Point ◽  
Visual Expression ◽  
Collective Imagination ◽  
Nation Brand

The chapter proposes an analysis of the phenomenon of nation branding from the point of view of the attribution of an identity to places and the consequent development of a collective imagination related to them. The starting point for this analysis is a historical excursus concerning the formation of a collective imaginary of places. Nation branding is a recent phenomenon, which takes up the legacy of other historical phenomena to propose an imaginary linked to the identity aspects of a nation, synthesising it in a few graphic signs through a brand. The chapter describes this process of the construction of the identity of a place and its visual expression through a brand image. The analysis is limited to the nation recognizability as a tourism destination and does not take under consideration the nation products and economy. The considerations are supported by the analysis of some emblematic case studies of brand image classified according to their graphic characteristics.

Sign in / Sign up

Export Citation Format

Share Document