Abstract
Nation branding es una práctica dinámica que se desenvuelve de manera rápida, es un subproceso de un proceso de mediatización más amplio, utilizada para promover o reajustar imágenes de un Estado-Nación para turistas o inversores. Especialmente, los Estadios-Naciones jóvenes, sienten la necesidad de crear nuevas imágenes de sí mismos a los ojos del mundo, pero, como esos Estados-Nación también tienen una historia de soberanía aún breve, precisan simultáneamente, construir una solidaridad<br />social y una comunidad interna a fin de formar una base necesaria para la construcción de una Nación. Este artículo parte de esa tensión y abordar tres temas: agencia, audiencia e identidad, que consideramos es necesario de una mayor teorización debido a que la práctica está intentando aún encontrar su forma. Estos temas son discutidos en relación a los esfuerzos de creación de marca del nuevo Estado de Ucrania, en Europa oriental, en la última década. Se concluye que hoy las campañas de Nation branding, son orquestadas también por agencias de relaciones públicas internas (a lo contrario del dominio anterior de las agencias británicas) que tienen en consideración el público interno de otras maneras, diferentes de las campañas de branding anterior, y que traen cuestiones de construcción de identidad mucho más complejas de las que fueron utilizadas anteriormente. El caso ucraniano ilustra, así, la mediatización de símbolos nacionales en la sociedad contemporánea.
Highlights
Nation branding, the practice of governments in conjunction with PR consultants and corporate business to launch campaigns promoting a certain image of a nation-state, is a rapidly developing area of study
We are dissatisfied with how previous research have attempted to answer three basic questions: 1) What kind of identity is produced by nation branding? 2) For whom, and why, are nations being branded? 3) How should we regard the influence of various agents involved in this practice? our critique will revolve around three concepts that we find poorly elaborated in several key works: identity, audience and agency
A main reason is that in an age om mediatization, information flows may not be controlled. This brings us to the domestic-foreign dimensions of nation branding audiences, which we argue have been insufficiently theorized in the debate
Summary
The practice of governments in conjunction with PR consultants and corporate business to launch campaigns promoting a certain image of a nation-state, is a rapidly developing area of study. Many writers on the subject are heavily involved in the practice of nation branding but a body of critical academic research is growing (Aronczyk, 2013; Bolin, 2002; Bolin & Ståhlberg 2010; Graan, 2013; Jansen, 2008; Kaneva, 2011; Valaskivi, 2013; Volcic & Andrejevic, 2011)1 This new scholarship is definitely expanding our empirical knowledge and theoretical understanding of the practice of adopting branding techniques for constructing nations and filling these with content. New states, not least in Eastern Europe, are at the same time struggling with constructing their nation as a political community and at the same time shaping it as a global commodity If scholars in these cases are confused about issues of identity, audience and agency, this should not be surprising, since the field of nation branding research itself is confusing. We will present this particular case from the perspective of one nation branding agency involved in branding Ukraine over an extended period, up until the dramatic and tumultuous political events, known as the Euromaidan Revolution, in the winter of 2013 and 2014
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