OverviewThis 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.
This module appears in:
Total Contact Hours: 20
Method of assessment
13.1 Main assessment methods
• Essay (2,500 words) – 45%
• Mid-term Assignment (1,500 words) – 25%
• Group Presentation (15 minutes) – 30%
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.
8.1 Demonstrate a systematic understanding of key issues associated with branding in contemporary Latin America;
8.2 Explain cultural processes of production and consumption of and in Latin America in relation to global economic and political processes and dynamics;
8.3 Deploy analytical, argumentative and evaluative skills, including in the application of critical and cultural theory to Latin American branding campaigns and cultural products
8.4 Demonstrate comprehensive understanding of written and spoken Spanish by close reading and viewing of texts.