Shaping China’s Global Imagination
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.
- Derechos de autor:
- 2013 Springer
- Book Quality:
- Palgrave Macmillan
- Date of Addition:
- Business and Finance, Nonfiction, Politics and Government, Reference,
- Usage Restrictions:
- This is a copyrighted book.
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