Cool Nations

Download or read book Cool Nations written by Katja Valaskivi and published by Routledge. This book was released on 2016-04-14 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation branding is the most recent feature of imagined nation-making in the history of nations. Facing global competition, national decision-makers aim to distinguish their countries from others by means of branding. Quite a few nations have considered the term ‘cool’ suitable for describing some essence of their country’s brand. Cool Nations. Media and the Social Imaginary of the Branded Country traces the mediated ways in which the transnational idea of "cool" has circulated from popular culture, fashion, and marketing into describing nations. The book explores the commodification of the nation, the shift to a promotional political culture, and the role of media in contributing to the circulation of the idea of the Cool Nation. The social imaginary of nation branding takes its theory and practices from marketing, unlike earlier imaginations based on ideas of democracy or citizenship. Cool Nations argues that "cool" is one of the vehicles through which the commodification of nations takes place.