Nationen som vara och gemenskap: Identitet, agens och publik inom nationsmarknadsföring
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.
Nation branding, Ukraine, nationalism, identity, agency, audience
Research subject Critical and Cultural Theory
IdentifiersURN: urn:nbn:se:sh:diva-28441OAI: oai:DiVA.org:sh-28441DiVA: diva2:859431
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.2015-10-072015-10-052016-10-10Bibliographically approved