National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them "brand" their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Through case studies in twelve countries and in-depth interviews with nation branding experts and their national clients, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship. Branding the Nation challenges the received wisdom about the power of brands to change the world, and offers a critical perspective on these new ways of conceiving value and identity in the globalized twenty-first century. This book is about how nation branding became a worldwide phenomenon and a professional transnational practice. It is also about how nation branding has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, and especially national visibility and legitimacy amidst the multiple global flows of late modernity. In this book, Melissa Aronczyk charts the political, cultural and economic rationales by which the nation has been made to matter in a twenty-first-century context of global integration.
A Strategic Nature shows how public relations has dominated public understanding of the natural environment for over one hundred years. More than spin or misinformation, PR is a social and political force that shapes how we understand and address the environmental crises we now face. Drawing on interviews, ethnography, and archival research, Melissa Aronczyk and Maria I. Espinoza offer an original account of the promotional agents who have influenced public perception of the environment since the beginning of the twentieth century, revealing how professional communicators affect how we think about public knowledge and who can legitimately produce it. Instead of focusing on just the messages or the campaigns, this book provides a conceptual framework for understanding the promotional culture around the meaning of the environment. A Strategic Nature argues that it is not possible to understand the role of the environment in our everyday lives without understanding how something called "the environment" has been invented and communicated to us throughout history. To tell this story properly requires a careful account of the evolution of the institutions, norms and movements that have pushed environmental concerns to the fore of public opinion and political action. But it also demands an examination of the simultaneous evolution of professional communicators and the formation of their institutions, norms and movements. Without this piece of the puzzle, we miss crucial ways that struggles are won, resources allocated, and beliefs fostered about environmental problems"--
Uncovers the hidden costs and contradictions of sustainable policies in an era driven by real estate development From state-of-the-art parks to rooftop gardens, efforts to transform New York City’s unsightly industrial waterfronts into green, urban oases have received much public attention. In The Sustainability Myth, Melissa Checker uncovers the hidden costs—and contradictions—of the city’s ambitious sustainability agenda in light of its equally ambitious redevelopment imperatives. Focusing on industrial waterfronts and historically underserved places like Harlem and Staten Island’s North Shore, Checker takes an in-depth look at the dynamics of environmental gentrification, documenting the symbiosis between eco-friendly initiatives and high-end redevelopment and its impact on out-of-the-way, non-gentrifying neighborhoods. At the same time, she highlights the valiant efforts of local environmental justice activists who work across racial, economic, and political divides to challenge sustainability’s false promises and create truly viable communities. The Sustainability Myth is a cautionary, eye-opening tale, taking a hard—but ultimately hopeful—look at environmental justice activism and the politics of sustainability.
This volume is a vital contribution to conversations about urban sustainability, looking beyond the propaganda to explore its consequences for everyday life.
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