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.29.Yang Jiemian, aChinaa#39;s ExpoDiplomacy:Experienceand Innovation, a ShanghaiInstitutes for International Studies, http://www.siis.org.cn/en/ zhuanti_view_en.aspx?id=10062 (accessed ... Oaks, CA: Sage, 1995), 4. drew on someestablished concepts in various fields to guide the case studies. ... Theresearch methods for the survey study and focus groups will be discussedin chapters 6 and 7, respectively.
|Title||:||Shaping China's Global Imagination|
|Publisher||:||Palgrave Macmillan - 2013-12-18|