Shaping China's Global Imagination: Branding Nations at the World Expo

Overview

This book explores the concept of nation branding - what it is and how it works - through an instructive case of the 2010 World Expo in Shanghai, where 190 countries showcased their national cultures to a predominantly Chinese audience. The comparative analysis of national pavilions (including Brazil, India, Israel, South Africa, South Korea, Spain, the United Arab Emirates and the United States) demonstrates how a place-branding activity, such as the World Expo, facilitates communication to build a nation's ...

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Overview

This book explores the concept of nation branding - what it is and how it works - through an instructive case of the 2010 World Expo in Shanghai, where 190 countries showcased their national cultures to a predominantly Chinese audience. The comparative analysis of national pavilions (including Brazil, India, Israel, South Africa, South Korea, Spain, the United Arab Emirates and the United States) demonstrates how a place-branding activity, such as the World Expo, facilitates communication to build a nation's image, thereby enhancing its soft power. As nation-branding efforts will only increase in the coming years, this study forms an important basis for future inquiry.

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Product Details

Meet the Author

Jian Wang is director of the Center on Public Diplomacy and associate professor at the Annenberg School for Communication and Jourbanalism, University of Southern California. His publications include Soft Power in China: Public Diplomacy through Communication, Foreign Advertising in China: Becoming Global, Becoming Local, and China's Window on the World: TV News, Social Knowledge and International Spectacles. He was formerly with the international consulting firm McKinsey and Company, where he advised clients on communication strategy and implementation across a variety of industries and sectors.

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Table of Contents

Contents
Illustrations
Preface
1. Soft Power, Nation Branding, and the World Expo
2. Branding Nations
3. The Shanghai Expo as a Site for Nation Branding
4. Defining Nation Brands
5. Communicating Nation Brands
6. Experiencing Nation Brands
7. Remembering Nation Brands
8. Nation Branding as Strategic Narrative
9. Nation Branding: Perspectives, Practices, and Prospects
Coda
Notes

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