Branding Latin America - HISP5820

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2022 to 2023
Autumn Term 6 15 (7.5) Rebecca Ogden checkmark-circle


This module examines the contemporary practice of nation branding, in which cultural and territorial assets are mobilised for various economic and political ends, both within and outside the nation's borders. Strategic articulations of national identity allow Latin American nations to compete in global marketplaces, attract foreign investment and rally citizens, but also provoke and expose complex power struggles over the symbolic resources of the nation. Drawing on key concepts such as neoliberalism, globalisation, coloniality and hard/soft power, students on this module will consider how Latin American nations are imagined, sold and consumed as a brand in the twentieth and twenty-first centuries. Through the analysis of a broad range of cultural expressions, from photography and reggaeton music videos to literature and street art, the module also allows an exploration of some the conflicts that result from branding.


Contact hours

Total Contact Hours: 20
Private Study Hours: 130
Total Study Hours: 150

Method of assessment

Main assessment methods
This module will be assessed by 100% coursework.

• Essay (2,500 words) – 45%
• Mid-term Assignment (1,500 words) – 25%
• Group Presentation (15 minutes) – 30%

Reassessment methods
This module will be reassessed by 100% coursework.

• Reassessment Essay (3000 words) – 100%

Indicative reading

Indicative Reading List

Anderson, B. (2006). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso Books.
Aronczyk, M. (2013). Branding the Nation: The Global Business of National Identity. Oxford: Oxford University Press.
Billig, M. (2005). Banal Nationalism. New Brunswick, NJ: Rutgers University Press.
Fehimovic, D and R. Ogden. (2018). Branding Latin America: Strategies, Aims, Resistance. Lanham: Lexington.
Yúdice, G. (2003). The Expediency of Culture: Uses of Culture in the Global Era. Durham: Duke University Press.

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:

1 Demonstrate a systematic understanding of key issues associated with branding in contemporary Latin America;
2 Explain cultural processes of production and consumption of and in Latin America in relation to global economic and political processes and dynamics;
3 Deploy analytical, argumentative and evaluative skills, including in the application of critical and cultural theory to Latin American branding campaigns and cultural
4 Demonstrate comprehensive understanding of written and spoken Spanish by close reading and viewing of texts.

The intended generic learning outcomes.
On successfully completing the module students will be able to:

1 Critically evaluate a variety of textual media;
2 Synthesise information from a number of sources in order to gain a coherent understanding of the subject;
3 Manage their own learning, and to make use of primary sources and scholarly reviews;
4 Communicate with others and demonstrate teamwork;
5 Demonstrate methods of analysing, criticising and assessing logical arguments, and studying and reaching conclusions independently.


  1. Credit level 6. Higher level module usually taken in Stage 3 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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