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Tulips, cheese and bikes?: Constructing the Netherlands through nation branding on the website Holland.com
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the globalized world of today, more and more countries are constructing themselves as authentic and unique in order to attract potential tourists. Nation branding is being used as a tool to commodify the country. This thesis is a critical discourse analysis that takes interest in examining how the Netherlands is discursively constructed as a nation brand on the website Holland.com. The thesis draws on theories of national identity, nation branding, commodification and authenticity, all from a critical point of view. Using critical discourse analysis as a method, this thesis is able to reveal the underlying ideologies and interests that are being promoted through the website. This is done by using specific tools, to discover what information is being made salient on the website and what information is being suppressed. The analysis of the website reveals three main findings: the Netherlands is constructed as authentic, with the purpose of commodifying the country to become as attractive as possible for potential visitors. Another finding shows how nation branding is used to reshape and reconstruct national history, as well as geography. Lastly, the analysis uncovers forms of nationalism found in the texts on the website.

Place, publisher, year, edition, pages
2019. , p. 42
Series
Doktorsavhandlingar från Högskolan för lärande och kommunikation, ISSN 1652-7933
Keywords [en]
Nation branding, Holland brand, Holland.com, The Netherlands, Critical Discourse Analysis, National Identity, Ideology
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hj:diva-44457ISRN: JU-HLK-MKA-2-20190260OAI: oai:DiVA.org:hj-44457DiVA, id: diva2:1324221
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2019-06-19 Created: 2019-06-13 Last updated: 2019-06-19Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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