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Branding Latin America
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Artikel-Nr:
9781498568289
Veröffentl:
2018
Seiten:
258
Autor:
Dunja Fehimović
eBook Typ:
EPUB
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:
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.
As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.
Contents
Acknowledgments
Foreword
Melissa Aronczyk
Introduction: Context and Contestation
Dunja Fehimović 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 Fehimović
Chapter Nine: Branding, Sense, and Their Threats
Brett Levinson
Epilogue
Dunja Fehimović and Rebecca Ogden
About the Contributors
Acknowledgments
Foreword
Melissa Aronczyk
Introduction: Context and Contestation
Dunja Fehimović 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 Fehimović
Chapter Nine: Branding, Sense, and Their Threats
Brett Levinson
Epilogue
Dunja Fehimović and Rebecca Ogden
About the Contributors