Mediating the Nation-State: Agency and The Media in Nation-Branding Campaigns
Nation branding is a rapidly developing practice for promoting images of a nation-state for tourists or investors, sometimes with the secondary goal to foster nation building. It has also attracted a fair amount of scholarly attention. Analyses have focused on various themes, including national identity and neoliberal approaches to nation building. Given that the practice of nation branding presupposes the orchestration of mediated campaigns, surprisingly few studies have specifically focused on the role of the media. This article argues that a focus on the media (as technologies and organizations) can shed light on the dynamics of nation branding. The article reviews previous research, then presents a specific case of nation branding in Ukraine. This case study reveals the different types of media involved and how this involvement may have varied consequences for the analysis of branding campaigns.