Shaping China's Global Imagination

Branding Nations at the World Expo

J. Wang

• Publisher: Palgrave Macmillan
• Year: 2013
• ISBN:
  9781137361721
• Topic: Social Sciences
• Subtopic: Sociology
• Index: Social Sciences

A comprehensive discussion of how countries embrace branding as a crucial element in their pursuit of soft power and why certain nation-branding efforts succeed while others fail through the example of the 2010 World Expo in Shanghai.

N O T E S

Chapter 1

1. Maurice Roche, Mega-events and Modernity: Olympics and Expos in the Growth of Global Culture (London: Routledge, 2000), 1.

2. The Bureau International des Expositions also sponsors a specialized international exposition in between the two World Expos. We explain these two categories of events in chapter 3.

3. Daniel Dayan and Elihu Katz, Media Events: The Live Broadcasting of History (Cambridge, MA: Harvard University Press, 1992).

4. John Urry, The Tourist Gaze (2nd edition) (London: Sage, 2002), 150.

5. Anna Jackson, Expo: International Exhibitions 1851–2010 (London: V&A, 2008), 72.

6. Mark Gottdiener, The Theming of America: American Dreams, Media Fantasies, and Themed Environments (2nd edition) (Boulder, CO: Westview Press, 2001), 32.

7. James Areddy, “What Makes a Crowd? In Shanghai, 73 Million,” Wall Street Journal, October 30–31, 2010, A10.

8. Martin Jacques, When China Rules the World: The End of the Western World and the Birth of a New Global Order (New York: Penguin Press, 2009), 265.

9. Economist, “Focus: FDI with Chinese Characteristics,” http://www.economist.com/blogs/graphicdetail/2012/09/focus (accessed October 1, 2012).

10. See China tourism data at http://www.stats.gov.cn/english/statisticaldata/yearlydata/ (accessed April 20, 2012) and http://www.china-outbound.com/ (accessed May 1, 2013).

11. The official website of the Expo 2017 Astana, http://www.expo2017astana.com/en (accessed December 1, 2012).

12. See the official website of the Bureau International des Expositions (www.bie-paris.org/site/en/main/values-and-symbols.html (accessed November 30, 2011).

13. Jackson, Expo: International Exhibitions 1851–2010, 14.

14. Vicente González Loscertales, “A Multi-faceted World,” in Expo Movement: Universal Exhibitions and Spain’s Contributions (Espana Expone: Sociadad Estaltal para Exposiciones Internacionales), 26.

15. Mark Landler, “Clinton Sees U.S. Pavilion at China Expo,” New York Times, May 22, 2010.

16. Final Commissioner General’s Report: USA Pavilion Expo 2010 Shanghai, 10. http://www.state.gov/documents/organization/160954.pdf (accessed April 20, 2012).

17. “Visitor Volume Matches Denmark’s Population,” http://en.expo2010.cn/a/20101030/000011.htm (accessed November 5, 2011).

18. Jill Lepore, The Story of America: Essays on Origins (Princeton: Princeton University Press, 2012), 3.

19. For critical perspectives, see, for instance, Melissa Aronczyk and Devon Powers, eds., Blowing Up the Brand: Critical Perspectives on Promotional Culture (New York: Peter Lang, 2010). Paul Rutherford, The Endless Propaganda: The Advertising of Public Goods (Toronto: University of Toronto Press, 2000). For branding practices in medicine and healthcare, see Gil Bashe and Nancy Hicks, Branding Health Services: Defining Yourself in the Marketplace (Gaithersburg, MD: Aspen, 2000). For nonprofit organizations, see Edwin Colyer, Brands on a Mission, http://www.brandchannel.com/start1.asp?fa_id=400 (accessed December 20, 2007); Edwin Colyer, Why It’s Better to Brand Than Receive, http://www.brandchannel.com/start1.asp?fa_id=400. (accessed December 18, 2007); D. K. Holland, Branding for Nonprofits: Developing Identity with Integrity (New York: Allworth Press, 2006). For government and politics, see Jennifer Lees-Marshment, “The Marriage of Politics and Marketing,” Political Studies 49 (2001): 692–713; Aron O’Cass, “Politic...

Table of contents

• Cover
• Title
• One  Soft Power, Nation Branding, and the World Expo
• Two  Branding Nations
• Three  The Shanghai Expo as a Site for Nation Branding
• Four  Defining Nation Brands
• Five  Communicating Nation Brands
• Six  Experiencing Nation Brands
• Seven  Remembering Nation Brands
• Eight  Nation Branding as Strategic Narrative
• Nine  Nation Branding: Perspectives, Practices, and Prospects
• Coda
• Notes
• Index