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Books > Earth & environment > Geography > Human geography
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Populations as Brands - Marketing National Resources for Global Data Markets (Hardcover, 1st ed. 2021)
Loot Price: R3,795
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Populations as Brands - Marketing National Resources for Global Data Markets (Hardcover, 1st ed. 2021)
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In Populations as Brands Aaro Tupasela extends the fields of
critical data studies and nation branding into the realm of state
controlled biobanking and healthcare data. Using examples from two
Nordic countries - Denmark and Finland - he explores how these
countries have begun to market and brand their resources using
methods and practices drawn from the commercial sector. Tupasela
identifies changes during the past ten years that suggest that
state collected and maintained resources have become the object of
valuation practices. Tupasela argues that this phenomenon
constitutes a novel form of nation branding in which relations
between the states, individuals and the private sector are
re-aligned. The author locates the historical underpinnings of
population branding in the field of medical genetics starting in
the early 1960s but transforming significantly during the 2010s
into a professional marketing activity undertaken at multiple
levels and sites. In studying this recent phenomenon, Tupasela
provides examples of how marketing material has become increasingly
professional and targeted towards a broader audience, including the
public. The book will be of particular interest to scholars of
critical data studies and nation branding, as well as students of
science and technology studies, sociology and marketing.
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