Featured Research

from universities, journals, and other organizations

Importance of citizens for building of a new nation brand

Date:
October 29, 2012
Source:
Uppsala Universitet
Summary:
What role do new media play in creating the content of the concept of a nation? Today there’s a great deal of interest in marketing the distinctive character of countries as brands in a global market. A sociologist shows that new media can be a positive democratic force when countries undergoing dramatic change seek a new national identity.

What role do new media play in creating the content of the concept of a nation? Today there's a great deal of interest in marketing the distinctive character of countries as brands in a global market. The sociologist Magdalena Kania-Lundholm shows that new media can be a positive democratic force when countries undergoing dramatic change seek a new national identity.

Today the concept of nationalism often has negative connotations, as it is associated with extremist groups in society. These groups have appropriated nationalism. At the same time nations are also being treated as brands, entailing that the rhetoric surrounding what the nation is reaches into our daily lives.

"But nationalism is still the strongest form of collective creation of identity in our time," says Magdalena Kania-Lundholm.

In her dissertation, which she will publicly defend at Uppsala University on 26 October, she starts out with the notion that nationalism is an ideology that is created in everyday life when citizens communicate with each other about how they view their country. In this connection she discusses research on the concept of 'nation branding', where the nation is regarded as a brand that citizens can identify with, at the same time as it distinguishes them from other countries.

"This growing form of nation marketing creates coherent images of the nation to attract tourists, foreign capital, and other interested parties," explains Magdalena Kania-Lundholm.

In her dissertation she uses Poland as an example. Several post-communist and other developing countries that are undergoing a process of transformation are attempting to use nation branding to challenge prevailing negative stereotypes in order to gain advantages in the global market. However, Kania-Lundholm levels criticism against conventional assumptions about nation branding, examining instead citizens' active participation in debates about the national identity and the national brand. In this context she launches the concept of nation re-branding, which captures how ordinary people negotiate with the elites' images of the nation.

"Today there is an alternative nation branding by citizens in discussion forums and citizen journalism on the Internet. Thanks to digital media, citizens can participate in the construction of a new national brand in a broader democratic movement," she says.

Although the dissertation's empirical material focuses on how Polish citizens participate in the discussion about the national brand, the idea of nation re-branding is applicable in all contexts where a new, attractive, and more positive national identity is at stake, maintains Magdalena Kania-Lundholm.

"This is a dynamic and ambivalent process that treats both the new and the old brand, treating history and the future equally. It affects not only the external image of the nation but also the internal image, that is, how we view ourselves," she says.

Further information: http://uu.diva-portal.org/smash/record.jsf?searchId=1&pid=diva2:552055&rvn=3


Story Source:

The above story is based on materials provided by Uppsala Universitet. Note: Materials may be edited for content and length.


Cite This Page:

Uppsala Universitet. "Importance of citizens for building of a new nation brand." ScienceDaily. ScienceDaily, 29 October 2012. <www.sciencedaily.com/releases/2012/10/121029123454.htm>.
Uppsala Universitet. (2012, October 29). Importance of citizens for building of a new nation brand. ScienceDaily. Retrieved September 19, 2014 from www.sciencedaily.com/releases/2012/10/121029123454.htm
Uppsala Universitet. "Importance of citizens for building of a new nation brand." ScienceDaily. www.sciencedaily.com/releases/2012/10/121029123454.htm (accessed September 19, 2014).

Share This



More Science & Society News

Friday, September 19, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

The Cost of Ebola

The Cost of Ebola

Reuters - Business Video Online (Sep. 18, 2014) As Sierra Leone prepares for a three-day "lockdown" in its latest bid to stem the spread of Ebola, Ciara Lee looks at the financial implications of fighting the largest ever outbreak of the disease. Video provided by Reuters
Powered by NewsLook.com
U.S. Food Makers Surpass Calorie-Cutting Pledge

U.S. Food Makers Surpass Calorie-Cutting Pledge

Newsy (Sep. 18, 2014) Sixteen large food and beverage companies in the United States that committed to cut calories in their products far surpassed their target. Video provided by Newsy
Powered by NewsLook.com
Stocks Hit All-Time High as Fed Holds Steady

Stocks Hit All-Time High as Fed Holds Steady

AP (Sep. 17, 2014) The Federal Reserve signaled Wednesday that it plans to keep a key interest rate at a record low because a broad range of U.S. economic measures remain subpar. Stocks hit an all-time high on the news. (Sept. 17) Video provided by AP
Powered by NewsLook.com
Some Tobacco Farmers Thrive Amid Challenges

Some Tobacco Farmers Thrive Amid Challenges

AP (Sep. 16, 2014) The South's tobacco country is surviving, and even thriving in some cases, as demand overseas keeps growers in the fields of one of America's oldest cash crops. (Sept. 16) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins