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Books > Reference & Interdisciplinary > Communication studies > Media studies
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Branding Latin America - Strategies, Aims, Resistance (Hardcover)
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Branding Latin America - Strategies, Aims, Resistance (Hardcover)
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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.
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