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 Illinois researchers researchers find tweeting in cities lower than expected
21.02.2018 | University of Illinois College of Engineering

nachricht Polluted air may pollute our morality
08.02.2018 | Association for Psychological Science

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

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

Im Focus: Molecules Brilliantly Illuminated

Physicists at the Laboratory for Attosecond Physics, which is jointly run by Ludwig-Maximilians-Universität and the Max Planck Institute of Quantum Optics, have developed a high-power laser system that generates ultrashort pulses of light covering a large share of the mid-infrared spectrum. The researchers envisage a wide range of applications for the technology – in the early diagnosis of cancer, for instance.

Molecules are the building blocks of life. Like all other organisms, we are made of them. They control our biorhythm, and they can also reflect our state of...

Im Focus: Spider silk key to new bone-fixing composite

University of Connecticut researchers have created a biodegradable composite made of silk fibers that can be used to repair broken load-bearing bones without the complications sometimes presented by other materials.

Repairing major load-bearing bones such as those in the leg can be a long and uncomfortable process.

Im Focus: Writing and deleting magnets with lasers

Study published in the journal ACS Applied Materials & Interfaces is the outcome of an international effort that included teams from Dresden and Berlin in Germany, and the US.

Scientists at the Helmholtz-Zentrum Dresden-Rossendorf (HZDR) together with colleagues from the Helmholtz-Zentrum Berlin (HZB) and the University of Virginia...

Im Focus: Gamma-ray flashes from plasma filaments

Novel highly efficient and brilliant gamma-ray source: Based on model calculations, physicists of the Max PIanck Institute for Nuclear Physics in Heidelberg propose a novel method for an efficient high-brilliance gamma-ray source. A giant collimated gamma-ray pulse is generated from the interaction of a dense ultra-relativistic electron beam with a thin solid conductor. Energetic gamma-rays are copiously produced as the electron beam splits into filaments while propagating across the conductor. The resulting gamma-ray energy and flux enable novel experiments in nuclear and fundamental physics.

The typical wavelength of light interacting with an object of the microcosm scales with the size of this object. For atoms, this ranges from visible light to...

Im Focus: Basel researchers succeed in cultivating cartilage from stem cells

Stable joint cartilage can be produced from adult stem cells originating from bone marrow. This is made possible by inducing specific molecular processes occurring during embryonic cartilage formation, as researchers from the University and University Hospital of Basel report in the scientific journal PNAS.

Certain mesenchymal stem/stromal cells from the bone marrow of adults are considered extremely promising for skeletal tissue regeneration. These adult stem...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

IWOLIA: A conference bringing together German Industrie 4.0 and French Industrie du Futur

09.04.2018 | Event News

 
Latest News

Structured light and nanomaterials open new ways to tailor light at the nanoscale

23.04.2018 | Physics and Astronomy

On the shape of the 'petal' for the dissipation curve

23.04.2018 | Physics and Astronomy

Clean and Efficient – Fraunhofer ISE Presents Hydrogen Technologies at the HANNOVER MESSE 2018

23.04.2018 | Trade Fair News

VideoLinks
Science & Research
Overview of more VideoLinks >>>