Research Companion to Language and Country Branding brings together
entirely new interdisciplinary research conducted by scholars
working on various sociolinguistic, semiotic, anthropological and
discursive analytical aspects of country branding all over the
world. Branding is a process of identity construction, whereby
countries gain visibility and put themselves on the world map as
distinctive entities by drawing on their history, culture, economy,
society, geography, and their people. Through branding, countries
aim not only at establishing their uniqueness but also, and perhaps
most importantly, at attracting tourism, investments, high quality
human capital, as well as at forging financial, military, political
and social alliances. Against this backdrop, this volume explores
how countries and regions imagine and portray others and themselves
in terms of gender, ethnicity, and diversity today as well as the
past. In this respect, the book examines how branding differs from
other, related policies and practices, such as nation building,
banal nationalism, and populism. This volume is an essential
reference for students, researchers, and practitioners with an
interest in country, nation, and place branding processes.
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