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Shaping China's Global Imagination - Branding Nations at the World Expo (Hardcover)
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Shaping China's Global Imagination - Branding Nations at the World Expo (Hardcover)
Series: Palgrave Macmillan Series in Global Public Diplomacy
Expected to ship within 12 - 17 working days
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This book explores the concept of nation branding - what it is and
how it works - through an instructive case of the 2010 World Expo
in Shanghai, where 190 countries showcased their national cultures
to a predominantly Chinese audience. The comparative analysis of
national pavilions (including Brazil, India, Israel, South Africa,
South Korea, Spain, the United Arab Emirates and the United States)
demonstrates how a place-branding activity, such as the World Expo,
facilitates communication to build a nation's image, thereby
enhancing its soft power. As nation-branding efforts will only
increase in the coming years, this study forms an important basis
for future inquiry.
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