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Cool Nations : Media and the Social Imaginary of the Branded Country (Hardcover) (Katja Valaskivi)
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Nation branding is the most recent feature of imagined nation-making in the history of nations. Facing global competition, national decision-makers aim to distinguish their countries from others by means of branding. Quite a few nations have considered the term ‘cool’ suitable for describing some essence of their country’s brand.
Nation Branding and the Concept of Cool traces the mediated ways in which the transnational idea of "cool" has circulated from popular culture, fashion, and marketing into describing nations. The book explores the commodification of the nation, the shift to a promotional political culture, and the strategies of marketing into international relations.
The social imaginary of nation branding takes its theory and practices from marketing, unlike earlier imaginations based on ideas of democracy or citizenship.Nation Branding and the Concept of Cool argues that "cool" is one of the vehicles through which the commodification of nations takes place.