Creating one nation? Ethno‐national imaginaries, audiences and the critical reception of TV nation branding messages

Abstract

AbstractAlthough we are aware that nation branding features across the media, discussion and debate continue over its perceived influence in peoples' everyday understandings and lives. This paper, by way of a response, examines peoples' reactions to specific government campaign messages of patriotism and unity designed to combat internal ethnic conflict in Malaysia. Malaysia, at this time, provides a unique subject of analysis as it includes an instance where a domestically focused nation branding campaign is being employed to instigate unity among ethnic groups residing within a country with a history of ethnic conflict and social engineering policies. The project introduces several TV campaign story examples, identified for their prevalence in the 1Malaysia nation branding campaign, to representatives from three prominent ethnic groups in Malaysia to map their responses. The paper finds that group representatives interpret the stories using their shared insider views of the nation or ‘ethno‐national imaginaries’. Their acceptance of, and critical challenges to, the images and narratives of the TV campaign stories are seen therefore to reflect group representatives' wider positions, interests and participation in an ongoing political conflict shaped within the logics of the Malaysian nation.