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Explorations in Culture and International History
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Nation Branding in Modern History
Edited by Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, and Marcel K. Will
300 pages, 4 illus., bibliog., index
ISBN 978-1-78533-923-3 $120.00/£85.00 Hb Published (August 2018)
eISBN 978-1-78533-924-0 eBook
“With a particularly impressive range of case studies that include Eastern and non-European case studies, the contributors to this volume bring to light new and hitherto unexplored episodes in the history of cultural diplomacy and nation branding, all supported by a wealth of empirical detail.” • Eglė Rindzevičiūtė, Kingston University
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.
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.
Subject: Postwar History 20th Century History Political Economy
List of Illustrations
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
Chapter 3. Branding Internationalism: Displaying Art and International Cooperation in the Interwar Period
Chapter 4. High Culture to the Rescue: Japan’s Nation Branding in the United States, 1934-40
Chapter 5. All Publicity is Good Publicity? Advertising, Public Relations, and the Branding of Spain in the United Kingdom, 1945-69
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
Chapter 8. A New Brand for Postcommunist Europe
PART II: PROMISES AND CHALLENGES OF NATION BRANDING: COMMENTARIES ON CASE STUDIES
Chapter 9. Historicizing the Relationship between Nation Branding and Public Diplomacy
Chapter 10. Nation Branding: A Twenty-First Century Tradition
Chapter 11. The History of Nation Branding and Nation Branding as History
Preface: The Diversity of Primary Sources and the Concept of Nation Branding
Introduction to Baron Dan Inō, “The Japanese People and their Gardens” (1935)
Images from the 1935-36 International Exhibition of Chinese Art in London
A Memorandum on the Advancing American Art Fiasco of 1947
Michael L. Krenn
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