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.
Total Contact Hours: 20
Private Study Hours: 130
Total Study Hours: 150
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%
The University is committed to ensuring that core reading materials are in accessible electronic format in line with the Kent Inclusive Practices.
The most up to date reading list for each module can be found on the university's reading list pages: https://kent.rl.talis.com/index.html
See the library reading list for this module (Canterbury)
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
products;
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.
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