Shaping China’s Global Imagination: Branding Nations at the World Expo (Palgrave Macmillan Series in Global Public Diplomacy) by Jian Wang
Requirements: .ePUB reader, 1.7 mb
Overview: This book explores the concept of nation branding – what it is and how it works – through an instructive case of the 2010 World Expo in Shanghai, where 190 countries showcased their national cultures to a predominantly Chinese audience. The comparative analysis of national pavilions (including Brazil, India, Israel, South Africa, South Korea, Spain, the United Arab Emirates and the United States) demonstrates how a place-branding activity, such as the World Expo, facilitates communication to build a nation’s image, thereby enhancing its soft power. As nation-branding efforts will only increase in the coming years, this study forms an important basis for future inquiry.
Genre: Non-Fiction > General
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