As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today's world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.
Contents Acknowledgments Foreword Melissa Aronczyk Introduction: Context and Contestation Dunja Fehimovic and Rebecca Ogden Chapter One: Promotion before Nation Branding: Chile at the World Exhibitions Andrea Paz Cerda Pereira Chapter Two: The Counter-Narratives of Nation Branding: The Case of Peru Felix Lossio Chavez Chapter Three: Living the Brand: Authenticity and Affective Capital in Contemporary Cuban Tourism Rebecca Ogden Chapter Four: Covert Nation Branding and the Neoliberal Subject: The Case of `It's Colombia, NOT Columbia' Paula Gomez Carrillo Chapter Five: Resisting the Brand, Resisting the Platform? Digital Genres and The Contestation of Corporate Powers in Belen Gache's Radikal karaoke Claire Taylor Chapter Six: Protests, News, and Nation Branding: The Role of Foreign Journalists in Constructing and Projecting the Image of Brazil during the June 2013 Demonstrations Cesar Jimenez-Martinez Chapter Seven: International Love? `Latino' Music Videos, the Latin Brand of Universality, and Pitbull Andrew Ginger Chapter Eight: The Paradoxes of the `Cuban Brand': Authenticity, Resistance, and Heroic Victimhood in Cuban Film Dunja Fehimovic Chapter Nine: Branding, Sense, and Their Threats Brett Levinson Epilogue Dunja Fehimovic and Rebecca Ogden About the Contributors
