Kód: 02096145
This book explores the concept of nation branding - what it is and how it works - through an instructive case of the 2010 World Expo in Shanghai, where 190 countries showcased their national cultures to a predominantly Chinese aud ... celý popis
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This book explores the concept of nation branding - what it is and how it works - through an instructive case of the 2010 World Expo in Shanghai, where 190 countries showcased their national cultures to a predominantly Chinese audience. The comparative analysis of national pavilions (including Brazil, India, Israel, South Africa, South Korea, Spain, the United Arab Emirates and the United States) demonstrates how a place-branding activity, such as the World Expo, facilitates communication to build a nation's image, thereby enhancing its soft power. As nation-branding efforts will only increase in the coming years, this study forms an important basis for future inquiry.
Zařazení knihy Knihy v angličtině Society & social sciences Politics & government International relations
1265 Kč
Osobní odběr Praha, Brno a 12903 dalších
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