Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Importance of citizens for building of a new nation brand

30.10.2012
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.

Link to the dissertation Re-branding a Nation Online: Discourses on Polish Nationalism and Patriotism [Ref 1]

Uppsala University -- quality, knowledge, and creativity since 1477
World-class research and outstanding education of global benefit to society, business, and culture.

Uppsala University is one of northern Europe's highest ranked academic institutions. www.uu.se

For more information, please contact Magdalena Kania-Lundholm, mobile: +46 (0)70-970 49 58, magdalena.kania@soc.uu.se

Anneli Waara | idw
Further information:
http://www.uu.se
http://uu.diva-portal.org/smash/record.jsf?searchId=1&pid=diva2:552055

More articles from Social Sciences:

nachricht Fixating on faces
26.01.2017 | California Institute of Technology

nachricht Internet use in class tied to lower test scores
16.12.2016 | Michigan State University

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

Im Focus: Researchers Imitate Molecular Crowding in Cells

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

When Air is in Short Supply - Shedding light on plant stress reactions when oxygen runs short

23.03.2017 | Life Sciences

Researchers use light to remotely control curvature of plastics

23.03.2017 | Power and Electrical Engineering

Sea ice extent sinks to record lows at both poles

23.03.2017 | Earth Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>