Shaping China's Global Imagination
Branding Nations at the World Expo
|Publication Date||December 2013|
|Formats||Hardcover Ebook (EPUB) Ebook (PDF)|
|Series||Palgrave Macmillan Series in Global Public Diplomacy|
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.