Branding Latin America

Strategies, Aims, Resistance

Nonfiction, Social & Cultural Studies, Social Science, Business & Finance
Cover of the book Branding Latin America by Melissa Aronczyk, Andrea Paz Cerda Pereira, Dunja Fehimović, Andrew Ginger, Paula Gómez Carrillo, César Jiménez-Martínez, Brett Levinson, Félix Lossio Chávez, Rebecca Ogden, Claire Taylor, Lexington Books
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Author: Melissa Aronczyk, Andrea Paz Cerda Pereira, Dunja Fehimović, Andrew Ginger, Paula Gómez Carrillo, César Jiménez-Martínez, Brett Levinson, Félix Lossio Chávez, Rebecca Ogden, Claire Taylor ISBN: 9781498568289
Publisher: Lexington Books Publication: February 15, 2018
Imprint: Lexington Books Language: English
Author: Melissa Aronczyk, Andrea Paz Cerda Pereira, Dunja Fehimović, Andrew Ginger, Paula Gómez Carrillo, César Jiménez-Martínez, Brett Levinson, Félix Lossio Chávez, Rebecca Ogden, Claire Taylor
ISBN: 9781498568289
Publisher: Lexington Books
Publication: February 15, 2018
Imprint: Lexington Books
Language: English

As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

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As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

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