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.
Rebecca Ogden is lecturer in Latin American studies at the University of Kent. Dunja Fehimovic is lecturer in Spanish and Portuguese at Newcastle University.
Inhaltsangabe
Contents Acknowledgments Foreword Melissa Aronczyk Introduction: Context and Contestation Dunja Fehimovic 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 Fehimovic Chapter Nine: Branding, Sense, and Their Threats Brett Levinson Epilogue Dunja Fehimovic and Rebecca Ogden About the Contributors
Contents Acknowledgments Foreword Melissa Aronczyk Introduction: Context and Contestation Dunja Fehimovic 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 Fehimovic Chapter Nine: Branding, Sense, and Their Threats Brett Levinson Epilogue Dunja Fehimovic and Rebecca Ogden About the Contributors
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