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Spain's nation branding project Marca España and its cultural policy: the economic and political instrumentalization of a homogeneous and simplified cultural image [Recurs electrònic] / Joaquim Rius Ulldemolins and Mariano Martín Zamorano
Descripción: 21 p. : digital, fitxer PDF (302,73) En: International journal of cultural policy Prepublicat (17 Jan. 2014)Resumen: Cultural diplomacy is being increasingly considered the medium in which nation states can instrumentalize their cultural production and accomplish soft power goals. Analysts have repeatedly underlined the importance of culture in place branding in globalized economies, where culture can singularize products and assign them greater value. Both foreign and cultural policy have made the international projection of cultural industries a strategic goal, and this has simultaneously transformed the goals and networks of these policies. Although the literature addresses this phenomenon, certain effects of brand policy-making have become evident and require further attention: the simplification of cultural diversity, the elimination of non-coherent characteristics within brands and the limitation of internal dissension and participation. In this paper, Spain's nation branding project Marca España (Spain Brand) is critically analysed as a process of economic and political instrumentalization conducted by large companies who promote a simplified and homogeneous image of national culture. (Font: Autor)| Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | URL | Estado | Fecha de vencimiento | Código de barras | |
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e-Artículo
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Centre d' Informació i Documentació del CERC Repositori digital | General | E140018 | Accés al document | Disponible (Accés restringit) |
Introduction: from place branding to nation branding -- Cultural and identity diversity in Spain -- Public diplomacy and the instrumentalization of culture -- The Marca España project: origin and programmatic content -- Marca España: the actors' network and intra-elite consensus -- Marca España: the promotion of a homogeneous cultural image -- Economic and politic instrumentalization of culture in nation branding -- Conclusions -- References
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