Branding Brazil examines a panorama of contemporary cultural
productions including film, television, photography, and
alternative media to explore the transformation of citizenship in
Brazil from 2003 to 2014. A utopian impulse drove the reproduction
of Brazilian cultural identity for local and global consumption;
cultural production sought social and economic profits, especially
greater inclusion of previously marginalized people and places.
Marsh asserts that three communicative strategies from
branding–promising progress, cultivating buy-in, and resolving
contradictions–are the most salient and recurrent practices of
nation branding during this historic period. More recent political
crises can be understood partly in terms of backlash against marked
social and political changes introduced during the branding period.
Branding Brazil takes a multi-faceted approach, weaving media
studies with politics and cinema studies to reveal that more than a
marketing term or project emanating from the state, branding was a
cultural phenomenon.
General
| Imprint: |
Rutgers University Press
|
| Country of origin: |
United States |
| Release date: |
May 2021 |
| First published: |
2021 |
| Authors: |
Leslie L. Marsh
|
| Dimensions: |
229 x 152 x 14mm (L x W x T) |
| Format: |
Hardcover
|
| Pages: |
220 |
| ISBN-13: |
978-1-978819-30-6 |
| Categories: |
Books
Promotions
|
| LSN: |
1-978819-30-7 |
| Barcode: |
9781978819306 |
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