Viktorin - Nation Branding in Modern History

Nation Branding in Modern History

Explorations in Culture and International History Series

General Editor: Jessica C. E. Gienow-Hecht

Volume 1

Culture and International History

Edited by Jessica C. E. Gienow-Hecht and Frank Schumacher

Volume 2

Remaking France: Americanization, Public Diplomacy, and the Marshall Plan

Brian A. McKenzie

Volume 3

Anti-Americanism in Latin America and the Caribbean

Edited by Alan McPherson

Volume 4

Decentering America

Edited by Jessica C. E. Gienow-Hecht

Volume 5

Practicing Public Diplomacy: A Cold War Odyssey

Yale Richmond

Volume 6

Searching for a Cultural Diplomacy

Edited by Jessica C. E. Gienow-Hecht and Mark. C. Donfried

Volume 7

Music and International History in the Twentieth Century

Edited by Jessica C. E. Gienow-Hecht

Volume 8

Empire of Pictures: Global Media and the 1960s Remaking of American Foreign Policy

Snke Kunkel

Volume 9

Nation Branding in Modern History

Edited by Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, Marcel K. Will

Edited by

Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, Marcel K. Will

First published in 2018 by

Berghahn Books

www.berghahnbooks.com

2018 Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, and Marcel K. Will

All rights reserved. Except for the quotation of short passages for the purposes of criticism and review, no part of this book may be reproduced in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage and retrieval system now known or to be invented, without written permission of the publisher.

Library of Congress Cataloging-in-Publication Data

Names: Viktorin, Carolin, editor. | Gienow-Hecht, Jessica C. E., 1964

editor. | Estner, Annika, editor. | Will, Marcel K., editor

Title: Nation branding in modern history / edited by Carolin Viktorin,

Jessica C.E. Gienow-Hecht, Annika Estner, Marcel K. Will.

Description: New York : Berghahn Books, 2018. | Series: Explorations in

culture and international history series ; Volume 9 | Includes

bibliographical references and index.

Identifiers: LCCN 2018018972 (print) | LCCN 2018030595 (ebook) | ISBN

9781785339240 (ebook) | ISBN 9781785339233 (hardback : alk. paper)

Subjects: LCSH: Cultural diplomacy--History--Case studies. | Place

marketing--Political aspects--Case studies. | National

characteristics--Political aspects--Case studies. | Branding

(Marketing)--Political aspects--Case studies.

Classification: LCC JZ1305 (ebook) | LCC JZ1305 .N339 2018 (print) | DDC

327.2--dc23

LC record available at https://lccn.loc.gov/2018018972

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78533-923-3 hardback

E-ISBN: 978-1-78533-924-0 ebook

Carolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, Marcel K. Will

William B. McAllister

Oliver Khschelm

Ilaria Scaglia

John Gripentrog

Carolin Viktorin

Michael L. Krenn

Rosemarijn Hoefte

Beata Ociepka

Justin Hart

Melissa Aronczyk

Mads Mordhorst

John Gripentrog

Ilaria Scaglia

Michael L. Krenn

Evening News (Portsmouth), Thursday 26 July 1935, 4. Top right: Chinese Art Treasures: HMS Suffolk arriving at Portsmouth with the Chinese Art Treasures for the Burlington House Exhibition. Bottom right: part of the treasures being loaded for transport. Portsmouth Publishing and Printing Ltd. Johnston Press.

Royal Academy of Arts (RAA), Photographic Archive, 05/3239. The International Exhibition of Chinese Art 193536. Hoisting a case from the deck of HMS Suffolk. Silver gelatin print, 236 182 mm. Photograph by an unknown photographer from Topical Press Agency. Royal Academy of Arts, London.

Evening News (Portsmouth), Wednesday, 25 July 1935, 9Bluejackets carrying one of the treasure chests. Portsmouth Publishing and Printing Ltd. Johnston Press.

RAA, Photographic Archive, 05/3015. The International Exhibition of Chinese Art 193536. F. T. Cheng, Special Commissioner of the Chinese Government, and F. St. G. Spendlove, Assistant Secretary, Royal Academy, examining exhibits. Black and white silver gelatin print, 199 252 mm. Photograph by an unknown photographer from Topical Press Agency. Royal Academy of Arts, London.

S hortly after the FIFA World Cup in 2006, nation branding became a trendy catchword among top policymakers and the German public. Once the tournament was over, the Federal Foreign Office announced that Germany had successfully used this event to create a positive image of the country abroad, thus overcoming old stereotypes and preconceptions. Simultaneously, the German media labeled the event as a deutsches Sommermrchen, a German summer fairy tale. And while politicians, advertising agencies, and marketing experts publicly discussed nation branding, scholars considering the concepts relevance for history encountered intrigued but skeptical looks from professional colleagues. Even while studies on nation branding were already well under way in neighboring disciplines such as media studies, marketing, and political science, historians, in particular, took their time to consider its added value for historical research. Since then, however, an increasing number of historians have jumped on the bandwagon as well; some of them are among the authors of this book.

This volume draws methodological inspiration from history, communication studies, marketing, and political science. As is always the case when experts of different fields and topics in academia band together in a common project, we faced the challenges of overcoming interdisciplinary, methodological, and thematic boundaries as well as geographical distances. This is why we, first and foremost, owe a great debt of gratitude to our authors. They brought individual expertise, challenging arguments, and critical advice to this book. They were patient, tenacious, and readymore than onceto submit to yet another one last round of drafts.

Furthermore, we would have never been able to compose and finish this volume without the numerous people behind the scenes who dedicated an enormous amount of time to this project. For this reason, we are profoundly grateful to all assistants and students at the History Department of the John F. Kennedy Institute in Berlin: thank you to Alyn Euritt, Mario Rewers, Valeria Benko, Florian Gabriel, Vincent-Immanuel Herr, Liping Zheng, Rianne Kouwenaar, Catya de Laczkovich, and Tilman Pietz for creating a fruitful and open-minded atmosphere at the JFKI. We also owe a big thank you to Hannah Nelson-Teutsch for her diligence and accuracy in proofreading the manuscript and to Verena Specht for managing the office of the History Department and its particulars so efficiently. A profound