Chile’s quest to improve its image abroad

Abstract

During the past 20 years, Chile has implemented several strategies to enhance its visibility and reputation in the world. These efforts have been primarily targeted at the United States, Europe and Asia, aiming to position the country as a stable and blossoming nation that escapes some unfavourable stereotypes associated with Latin America. A different perspective arises when looking at neighbouring nations. People from Bolivia, Peru and, to a lesser extent, Argentina, have a less positive image of Chile, an issue that has impacted the relation with these countries particularly in areas such as trade, energy and even security, with Chile sometimes being labelled an ‘isolated’ nation. This article suggests that an extension of these initiatives to the neighbouring countries may contribute to ease tensions and serve as a future reserve of soft power. The case of Chile may be relevant to illustrate how small and medium-sized states attempt to capture the attention of foreign publics, as well as advancing the debate concerning the different audiences that should be considered when crafting national images.