[PLing] Neuerscheinung: Research Companion to Language and Country Branding

Tovar, Johanna johanna.tovar at wu.ac.at
Sat Nov 21 19:57:08 CET 2020

Liebe Kolleginnen und Kollegen,
gerne möchte ich Sie auf die folgende Neuerscheinung aufmerksam machen "Research Companion to Language and Country Branding" (Routledge), das Irene Theodoropoulou und ich zusammen herausgegeben haben https://www.routledge.com/Research-Companion-to-Language-and-Country-Branding/Theodoropoulou-Tovar/p/book/9780367343590.

The volume explores nation, city, and place branding in relation to many subjects including nationalism and populism (with chapters on Modi, Bolsonaro, Brexit, Putin, and Trump), cosmopolitanism, authenticity, time, tourism, and mega events such as the Olympics, FIFA World Cup and Expo, among others.  The countries explored in the volume include:  Australia, Brazil, Cameroon, Chile, China, France, Germany, Greece, Iceland, India, Italy, Japan, Kazakhstan, Peru, Qatar, Russia, Singapore, South Korea, United Kingdom, and United States.


Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world.

Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism.
Herzliche Grüße,
Johanna Tovar
Dr. Johanna  (Woydack) Tovar
Assistant Professor
WU Vienna

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