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Excellence, uniqueness and elites: Constructing Spain through nation branding on the website Marca España
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

One of the most interesting approaches on how we perceive nations today is the idea of imagining nations as brands. Nation branding is used by many governments as a tool for the dissemination of a certain nation imagery. From a media approach, this thesis explores the notion of nation branding as ideologically loaded in media discourse, and the official web discourse on Spain serves as a case. Specifically, the thesis reveals the media construction of Spain on the official website marcaespañ, exploring its relation to national identities and the underlying ideologies behind the online selfrepresentation. The thesis draws on the concepts of nation, national identities, ideology and discourse, relating them to nation branding from a critical perspective. To do so, the thesis employs Critical Discourse Analysis as method for analyzing national narratives, where nation branding discourse is seen as a social practice that legitimizes certain ideologies and power relations. The study concludes that the Spanish construction, portraying Spain as unique and united, reduces its national identity to an excellence and elite discourse, ignoring the complex reality of the nation. The thesis shows how this way of constructing the nation serves, through a website, to legitimize the current economical and political system, including the current government and the Spanish nationalism.

Place, publisher, year, edition, pages
2016. , 62 p.
Keyword [en]
nation branding, national identity, Marca España, Spain Brand, ideology, web representations, critical discourse analysis, media studies
National Category
Communication Studies
URN: urn:nbn:se:hj:diva-31105ISRN: JU-HLK-MKA-2-20160052OAI: diva2:948814
Subject / course
HLK, Media and Communication Studies
Available from: 2016-08-09 Created: 2016-07-13 Last updated: 2016-08-09Bibliographically approved

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