Change search
ReferencesLink to record
Permanent link

Direct link
Nationen som vara och gemenskap: Identitet, agens och publik inom nationsmarknadsföring
Södertörn University, School of Culture and Education, Media and Communication Studies.ORCID iD: 0000-0001-5150-7731
Södertörn University, School of Culture and Education, Media and Communication Studies.ORCID iD: 0000-0003-0216-8862
2015 (Swedish)In: Nordisk Østforum, ISSN 0801-7220, E-ISSN 1891-1773, Vol. 29, no 3, 289-312 p.Article in journal (Refereed) Published
Place, publisher, year, edition, pages
Oslo: Universitetsforlaget, 2015. Vol. 29, no 3, 289-312 p.
Keyword [sv]
Nation branding, Ukraine, nationalism, identity, agency, audience
National Category
Media Studies
Research subject
Critical and Cultural Theory
URN: urn:nbn:se:sh:diva-28441OAI: diva2:859431
Nation Branding

Nation-branding is a dynamic and rapidly developing practice promoting or readjustingimages of a nation-state for tourists or investors. New, postcolonial nation-statesseem to have a particular need to build new images of themselves in the eyes of thewider world. However, since they have a short history of sovereignty, these statessimultaneously need to build social solidarity and community at home if they are toform the basis needed for building a nation. This article takes its departure in this tensionand addresses three themes that need further theorizing due to the fact that thepractice has still to find its form: agency, audience and identity. These themes are discussedin relation to the branding efforts of Ukraine over the past decade. It is concludedthat, today, nation-branding campaigns are orchestrated by domestic PR agencies (as opposed to the previous dominance of British agencies); that the domesticaudience is taken into consideration in ways different from earlier branding campaigns;and that the question of identity construction is more complex than previouslythought. The Ukrainian case also highlights how vulnerable nation-branding efforts are to domestic political changes.

Available from: 2015-10-07 Created: 2015-10-05 Last updated: 2016-10-10Bibliographically approved

Open Access in DiVA

fulltext(412 kB)59 downloads
File information
File name FULLTEXT01.pdfFile size 412 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Other links

Search in DiVA

By author/editor
Ståhlberg, PerBolin, Göran
By organisation
Media and Communication Studies
In the same journal
Nordisk Østforum
Media Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 59 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 144 hits
ReferencesLink to record
Permanent link

Direct link