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Branding Latin America : Strategies, Aims, Resistance

Aronczyk, Melissa

eBook 2018

risorsa Web

Abstract

 This book offers a critical analysis of the spread of branding discourse and practice to new "objects"--The individual, to the city, region, and nation-state. It offers a novel perspective on the development and function of neoliberalism and globalization in Latin America, as well as the relationship between culture, identity, and markets
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eBook
Monografia
Description *Branding Latin America : Strategies, Aims, Resistance
Blue Ridge Summit : Lexington Books, 2018
1 online resource (247 pages)
Note Formato pdf/epub
Accesso riservato secondo le condizioni contrattuali https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1692576
ISBN 9781498568289
1498568289
Author
Aronczyk, Melissa
Coauthor
Carrillo, Paula Gómez
Cerda Pereira, Andrea Paz
Fehimović, Dunja
Ginger, Andrew
Jiménez-Martínez, César
Levinson, Brett
Ogden, Rebecca
Publication year 2018
Contents note Intro; Contents; Acknowledgments; Foreword; Introduction. Context and Contestation; Chapter One. Promotion before Nation Branding: Chile at the World Exhibitions; Chapter 2. The Counter-Narratives of Nation Branding: The Case of Peru; Chapter 3. Living the Brand: Authenticity and Affective Capital in Contemporary Cuban Tourism; Chapter 4. Covert Nation Branding and the Neoliberal Subject: The Case of â#x80;#x9C;Itâ#x80;#x99;s Colombia, NOT Columbiaâ#x80;#x9D;; Chapter 5. Resisting the Brand, Resisting the Platform: Digital Genres and The Contestation of Corporate Powers in Belén Gacheâ#x80;#x99;s Radikal Karaoke. Chapter 6. Protests, News, and Nation Branding: The Role of Foreign Journalists in Constructing and Projecting the Image of Brazil during the June 2013 DemonstrationsChapter 7. International Love?: â#x80;#x9C;Latinoâ#x80;#x9D; Music Videos, the Latin Brand of Universality, and Pitbull; Chapter 8. The Paradoxes of the â#x80;#x9C;Cuban Brandâ#x80;#x9D;: Authenticity, Resistance, and Heroic Victimhood in Cuban Film; Chapter 9. Branding, Sense, and Their Threats; Epilogue; Index; About the Contributors