Nation Branding in Modern History

Published by Berghahn Books 2018

Nation Branding in Modern History

Edited by: Carolin Viktorin , Jessica C. E. Gienow-Hecht , Annika Estner and Marcel K. Will

Volume 9 in the series Explorations in Culture and International History

https://doi.org/10.1515/9781785339240

Overview
Contents

About this book

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.

Author / Editor information

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.

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.

Reviews

“Reading this collection feels like one is at a workshop in which by the end of the day (in this case the end of the book) participants had worked together to gain a better understanding of the field and raised a host of new questions and concerns.” • Journal of Modern History

“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

Topics

Frontmatter Publicly Available Download PDF	i
Contents Publicly Available Download PDF	v
Illustrations Publicly Available Download PDF	viii
Acknowledgments Publicly Available Download PDF	ix
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 Requires Authentication Unlicensed Licensed Download PDF	1
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 Requires Authentication Unlicensed Licensed Download PDF	29
Chapter 2 From the Moralizing Appeal for Patriotic Consumption to Nation Branding: Austria and Switzerland Oliver Kühschelm Requires Authentication Unlicensed Licensed Download PDF	52
Chapter 3 Branding Internationalism: Displaying Art and International Cooperation in the Interwar Period Ilaria Scaglia Requires Authentication Unlicensed Licensed Download PDF	79
Chapter 4 High Culture to the Rescue: Japan’s Nation Branding in the United States, 1934–40 John Gripentrog Requires Authentication Unlicensed Licensed Download PDF	101
Chapter 5 All Publicity Is Good Publicity? Advertising, Public Relations, and the Branding of Spain in the United Kingdom, 1945–69 Carolin Viktorin Requires Authentication Unlicensed Licensed Download PDF	124
Chapter 6 The Art of Branding: Rethinking American Cultural Diplomacy during the Cold War Michael L. Krenn Requires Authentication Unlicensed Licensed Download PDF	149
Chapter 7 Suriname: Nation Building and Nation Branding in a Postcolonial State, 1945–2015 Rosemarijn Hoefte Requires Authentication Unlicensed Licensed Download PDF	173
Chapter 8 A New Brand for Postcomm unist Europe Beata Ociepka Requires Authentication Unlicensed Licensed Download PDF	197
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 Requires Authentication Unlicensed Licensed Download PDF	221
Chapter 10 Nation Branding: A Twenty-First Century Tradition A Twenty-First Century Tradition Melissa Aronczyk Requires Authentication Unlicensed Licensed Download PDF	231
Chapter 11 The History of Nation Branding and Nation Branding as History Mads Mordhorst Requires Authentication Unlicensed Licensed Download PDF	243
Annotated Sources
Preface: The Diversity of Primary Sources and the Concept of Nation Branding Requires Authentication Unlicensed Licensed Download PDF	255
I Introduction to Baron Dan Inō, “The Japanese People and their Gardens” (1935) John Gripentrog Requires Authentication Unlicensed Licensed Download PDF	257
II Images from the 1935–36 International Exhibition of Chinese Art in London Ilaria Scaglia Requires Authentication Unlicensed Licensed Download PDF	266
III A Memorandum on the Advancing American Art Fiasco of 1947 Michael L. Krenn Requires Authentication Unlicensed Licensed Download PDF	274
Index Requires Authentication Unlicensed Licensed Download PDF	281