TY - JOUR
T1 - Beyond economic dependency
T2 - Nation branding in Latin America subdued to stereotypes and neoliberal globalization
AU - Miño, Pablo
N1 - Publisher Copyright:
© The Author(s) 2023.
PY - 2024/9
Y1 - 2024/9
N2 - Latin American nation branding has been conceived as an economic development strategy by governments within the region, justified by the commercial and political dependency of their countries on the Global North. This study takes that perspective one step forward, proposing that the economic and political dependency of Latin American countries is embedded in the representations and stereotypes that exist about the region within different forms of global news and entertainment media. Through in-depth interviews with 25 nation branding professionals with extensive experience working on behalf of Latin American governments, this study suggests that existing stereotypes (such as being an “exotic” and/or “dangerous” region of the world) were constantly conceived as an aid and/or a constrain in their work. Theoretically, this study draws from the concept of “promotional regime of visibility.” The goal is to theorize on the existing global power relations between Latin American nations and their counterparts in the Global North to counteract these stereotypes, defined by limited and ambivalent representations of these countries’ social, cultural, and political realities.
AB - Latin American nation branding has been conceived as an economic development strategy by governments within the region, justified by the commercial and political dependency of their countries on the Global North. This study takes that perspective one step forward, proposing that the economic and political dependency of Latin American countries is embedded in the representations and stereotypes that exist about the region within different forms of global news and entertainment media. Through in-depth interviews with 25 nation branding professionals with extensive experience working on behalf of Latin American governments, this study suggests that existing stereotypes (such as being an “exotic” and/or “dangerous” region of the world) were constantly conceived as an aid and/or a constrain in their work. Theoretically, this study draws from the concept of “promotional regime of visibility.” The goal is to theorize on the existing global power relations between Latin American nations and their counterparts in the Global North to counteract these stereotypes, defined by limited and ambivalent representations of these countries’ social, cultural, and political realities.
KW - Critical-cultural studies
KW - Latin American studies
KW - nation branding
KW - neoliberalism
KW - stereotypes
UR - http://www.scopus.com/inward/record.url?scp=85180652988&partnerID=8YFLogxK
U2 - 10.1177/2046147X231224834
DO - 10.1177/2046147X231224834
M3 - Article
AN - SCOPUS:85180652988
SN - 2046-147X
VL - 13
SP - 319
EP - 336
JO - Public Relations Inquiry
JF - Public Relations Inquiry
IS - 3
ER -