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 Sibling differences: Later-borns choose less prestigious programs at university
14.11.2017 | Max-Planck-Institut für demografische Forschung

nachricht Visual intelligence is not the same as IQ
09.11.2017 | Vanderbilt 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: Artificial agent designs quantum experiments

On the way to an intelligent laboratory, physicists from Innsbruck and Vienna present an artificial agent that autonomously designs quantum experiments. In initial experiments, the system has independently (re)discovered experimental techniques that are nowadays standard in modern quantum optical laboratories. This shows how machines could play a more creative role in research in the future.

We carry smartphones in our pockets, the streets are dotted with semi-autonomous cars, but in the research laboratory experiments are still being designed by...

Im Focus: Scientists decipher key principle behind reaction of metalloenzymes

So-called pre-distorted states accelerate photochemical reactions too

What enables electrons to be transferred swiftly, for example during photosynthesis? An interdisciplinary team of researchers has worked out the details of how...

Im Focus: The first precise measurement of a single molecule's effective charge

For the first time, scientists have precisely measured the effective electrical charge of a single molecule in solution. This fundamental insight of an SNSF Professor could also pave the way for future medical diagnostics.

Electrical charge is one of the key properties that allows molecules to interact. Life itself depends on this phenomenon: many biological processes involve...

Im Focus: Paradigm shift in Paris: Encouraging an holistic view of laser machining

At the JEC World Composite Show in Paris in March 2018, the Fraunhofer Institute for Laser Technology ILT will be focusing on the latest trends and innovations in laser machining of composites. Among other things, researchers at the booth shared with the Aachen Center for Integrative Lightweight Production (AZL) will demonstrate how lasers can be used for joining, structuring, cutting and drilling composite materials.

No other industry has attracted as much public attention to composite materials as the automotive industry, which along with the aerospace industry is a driver...

Im Focus: Room-temperature multiferroic thin films and their properties

Scientists at Tokyo Institute of Technology (Tokyo Tech) and Tohoku University have developed high-quality GFO epitaxial films and systematically investigated their ferroelectric and ferromagnetic properties. They also demonstrated the room-temperature magnetocapacitance effects of these GFO thin films.

Multiferroic materials show magnetically driven ferroelectricity. They are attracting increasing attention because of their fascinating properties such as...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

10th International Symposium: “Advanced Battery Power – Kraftwerk Batterie” Münster, 10-11 April 2018

08.01.2018 | Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

 
Latest News

Let the good tubes roll

19.01.2018 | Materials Sciences

How cancer metastasis happens: Researchers reveal a key mechanism

19.01.2018 | Health and Medicine

Meteoritic stardust unlocks timing of supernova dust formation

19.01.2018 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>