Nation Branding in Non-Western Societies: Projecting India as a 'Civilisation State'

A country’s stature in global politics is often determined by its popular image and public perceptions, as reflected in global media. While ‘nation branding’ as a term and a tool of analysis in Social Sciences has emerged prominently since the 1990s, the practice of ‘positive’ projection of states, regions and locality along with non-state institutions has deeper historical roots. Apart from nation branding, the cultural turn in ‘International Relations’ has led to popularisation of analyti...