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-  2018 

Simulation nations: Nation brands and Baudrillard’s theory of media

DOI: 10.1177/1367549417751149

Keywords: Baudrillard,commodity-signs,cultural studies,hyperreality,Kosovo,nation branding,representation,simulacra,simulation,The Young Europeans

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Abstract:

This article outlines a new perspective on the role of media in nation branding, drawing on Jean Baudrillard’s post-structuralist media theory. I argue that, following Baudrillard, we can see nation brands in a new light, namely, as simulacra which exist within a transnational media system for the creation, circulation and consumption of commodity-signs. In this capacity, nation brands shed their representational burden of standing in for the nation and, instead, operate as self-referential entities. I use the example of Brand Kosovo to provide illustrations for my theoretical points. However, while the case of Kosovo has its specificities, I propose that the theoretical claims presented here hold beyond its parameters. This article forms part of the Theorizing Media in Nation Branding Special Issue

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