Spring Speakers Series — Melissa Aronczyk

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Spring Speakers Series — Melissa Aronczyk
March 12, 2014 5:30 pm
March 12, 2014 7:00 pm
Annenberg Hall, Room 201
2020 N. 13th Street, Philadelphia, PA, 19122, United States

Melissa Aronczyk of the School of Communication and Information at Rutgers University will present “Branding the Nation: The Global Business of National Identity.”

National governments around the world are turning to branding consultants, public relations advisers, and strategic communications experts to help them “brand” their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? “Branding the Nation” argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship.

The book discusses how nation branding has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, and especially national visibility and legitimacy amidst the multiple global flows of late modernity.

Melissa Aronczyk is assistant professor in the School of Communication and Information at Rutgers University. She is also secretary for the Popular Communication Division of the International Communication Association. Her current research and teaching address issues related to media and political communication; relationships between culture and economy; promotional culture; and futures of nationalism in global contexts. She is author of “Branding the Nation: The Global Business of National Identity” and co-editor of “Blowing Up the Brand: Critical Perspectives on Promotional Culture.”

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