This book offers a critical analysis of the spread of branding discourse and practice to new "objects"-from the individual, to the city, region, and nation-state. It offers a novel perspective on the development and function of neoliberalism and globalization in Latin America, as well as the relationship between culture, identity, and markets.
This book offers a critical analysis of the spread of branding discourse and practice to new "objects"-from the individual, to the city, region, and nation-state. It offers a novel perspective on the development and function of neoliberalism and globalization in Latin America, as well as the relationship between culture, identity, and markets.
Edited by Dunja Fehimovic and Rebecca Ogden - Foreword by Melissa Aronczyk - Contributions by Melissa Aronczyk; Andrea Paz Cerda Pereira; Dunja Fehimovic; Andrew Ginger; Paula Gómez Carrillo; César Jiménez-Martínez; Brett Levinson; Félix Lossio Chávez; Re
Inhaltsangabe
Contents Acknowledgments Foreword Melissa Aronczyk Introduction: Context and Contestation Dunja Fehimovi and Rebecca Ogden Chapter One: Promotion before Nation Branding: Chile at the World Exhibitions Andrea Paz Cerda Pereira Chapter Two: The Counter-Narratives of Nation Branding: The Case of Peru Félix Lossio Chávez Chapter Three: Living the Brand: Authenticity and Affective Capital in Contemporary Cuban Tourism Rebecca Ogden Chapter Four: Covert Nation Branding and the Neoliberal Subject: The Case of 'It's Colombia, NOT Columbia' Paula Gómez Carrillo Chapter Five: Resisting the Brand, Resisting the Platform? Digital Genres and The Contestation of Corporate Powers in Belén Gache's Radikal karaoke Claire Taylor Chapter Six: Protests, News, and Nation Branding: The Role of Foreign Journalists in Constructing and Projecting the Image of Brazil during the June 2013 Demonstrations César Jiménez-Martínez Chapter Seven: International Love? 'Latino' Music Videos, the Latin Brand of Universality, and Pitbull Andrew Ginger Chapter Eight: The Paradoxes of the 'Cuban Brand': Authenticity, Resistance, and Heroic Victimhood in Cuban Film Dunja Fehimovi Chapter Nine: Branding, Sense, and Their Threats Brett Levinson Epilogue Dunja Fehimovi and Rebecca Ogden About the Contributors
Contents Acknowledgments Foreword Melissa Aronczyk Introduction: Context and Contestation Dunja Fehimovi and Rebecca Ogden Chapter One: Promotion before Nation Branding: Chile at the World Exhibitions Andrea Paz Cerda Pereira Chapter Two: The Counter-Narratives of Nation Branding: The Case of Peru Félix Lossio Chávez Chapter Three: Living the Brand: Authenticity and Affective Capital in Contemporary Cuban Tourism Rebecca Ogden Chapter Four: Covert Nation Branding and the Neoliberal Subject: The Case of 'It's Colombia, NOT Columbia' Paula Gómez Carrillo Chapter Five: Resisting the Brand, Resisting the Platform? Digital Genres and The Contestation of Corporate Powers in Belén Gache's Radikal karaoke Claire Taylor Chapter Six: Protests, News, and Nation Branding: The Role of Foreign Journalists in Constructing and Projecting the Image of Brazil during the June 2013 Demonstrations César Jiménez-Martínez Chapter Seven: International Love? 'Latino' Music Videos, the Latin Brand of Universality, and Pitbull Andrew Ginger Chapter Eight: The Paradoxes of the 'Cuban Brand': Authenticity, Resistance, and Heroic Victimhood in Cuban Film Dunja Fehimovi Chapter Nine: Branding, Sense, and Their Threats Brett Levinson Epilogue Dunja Fehimovi and Rebecca Ogden About the Contributors
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