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Nation Branding in Modern History

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Volume 9

Explorations in Culture and International History

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Nation Branding in Modern History

Edited by Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, and Marcel K. Will

300 pages, 4 illus., bibliog., index

ISBN  978-1-78533-923-3 $135.00/£99.00 / Hb / Published (August 2018)

ISBN  978-1-78920-793-4 $34.95/£27.95 / Pb / Published (November 2020)

eISBN 978-1-78533-924-0 eBook

View CartYour country: - edit Request a Review or Examination Copy (in Digital Format)Recommend to your LibraryAvailable in GOBI®


“Reading this collection feels like one is at a workshop in which by the end of the day (in this case the end of the book) participants had worked together to gain a better understanding of the field and raised a host of new questions and concerns.” • Journal of Modern History

“With a particularly impressive range of case studies that include Eastern and non-European case studies, the contributors to this volume bring to light new and hitherto unexplored episodes in the history of cultural diplomacy and nation branding, all supported by a wealth of empirical detail.” • Eglė Rindzevičiūtė, Kingston University


A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.

Carolin Viktorin holds a MA in History from the Heinrich Heine University of Düsseldorf. Her current research focuses on tourism, advertising, and public relations in the Franco dictatorship.

Jessica C. E. Gienow-Hecht is Chair of the Department of History in the John F. Kennedy Institute for North American Studies at the Freie Universität Berlin.

Annika Estner received her MA in History, English, and Slavic studies from the University of Cologne. Her fields of interest are the history of Eastern European dissidents and German POWs during World War II.

Marcel K. Will holds a doctorate in Medieval and Modern History from the University of Cologne.

Subject: History: 20th Century to PresentPolitical and Economic AnthropologyMedia Studies


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