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A recent coinage within international relations, "nation branding" designates the process of highlighting a country's positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.
List of contents
List of Illustrations
Acknowledgements
Introduction: Beyond Marketing and Diplomacy: Exploring the Historical Origins of Nation Branding
Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, and Marcel K. Will PART I: BRANDING THE NATION AND SELLING THE STATE: CASE STUDIES Chapter 1. Nation Branding Amid Civil War: Publishing US Foreign Policy Documents to Define and Defend the Republic, 1861-66
William B. McAllister Chapter 2. From the Moralizing Appeal for Patriotic Consumption to Nation Branding: Austria and Switzerland
Oliver Kühschelm Chapter 3. Branding Internationalism: Displaying Art and International Cooperation in the Interwar Period
Ilaria Scaglia Chapter 4. High Culture to the Rescue: Japan's Nation Branding in the United States, 1934-40
John Gripentrog Chapter 5. All Publicity is Good Publicity? Advertising, Public Relations, and the Branding of Spain in the United Kingdom, 1945-69
Carolin Viktorin Chapter 6. The Art of Branding: Rethinking American Cultural Diplomacy during the Cold War
Michael L. Krenn Chapter 7. Suriname: Nation Building and Nation Branding in a Postcolonial State, 1945-2015
Rosemarijn Hoefte Chapter 8. A New Brand for Postcommunist Europe
Beata Ociepka PART II: PROMISES AND CHALLENGES OF NATION BRANDING: COMMENTARIES ON CASE STUDIES Chapter 9. Historicizing the Relationship between Nation Branding and Public Diplomacy
Justin Hart Chapter 10. Nation Branding: A Twenty-First Century Tradition
Melissa Aronczyk Chapter 11. The History of Nation Branding and Nation Branding as History
Mads Mordhorst Annotated Sources Preface: The Diversity of Primary Sources and the Concept of Nation Branding
Introduction to Baron Dan Ino, "The Japanese People and their Gardens" (1935)
John Gripentrog
Images from the 1935-36 International Exhibition of Chinese Art in London
Ilaria Scaglia
A Memorandum on the Advancing American Art Fiasco of 1947
Michael L. Krenn
Index
About the author
Carolin Viktorin holds a MA in History from the Heinrich Heine University of Düsseldorf. Her current research focuses on tourism, advertising, and public relations in the Franco dictatorship.
Jessica C. E. Gienow-Hecht is Chair of the Department of History in the John F. Kennedy Institute for North American Studies at the Freie Universität Berlin.
Annika Estner received her MA in History, English, and Slavic studies from the University of Cologne. Her fields of interest are the history of Eastern European dissidents and German POWs during World War II.
Marcel K. Will holds a doctorate in Medieval and Modern History from the University of Cologne.
Summary
A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept.
