Shaping China’s Global Imagination

Description

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.;Soft power, nation branding, and the World Expo -- Branding nations -- The Shanghai Expo as a site for nation branding -- Defining nation brands -- Communicating nation brands -- Experiencing nation brands -- Remembering nation brands -- Nation branding as strategic narrative -- Nation branding : perspectives, practices, and prospects.