The visual politics of Brand China: Exceptional history and speculative future
The visual politics of Brand China: Exceptional history and speculative future
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DOI：
10.1057/s41254-022-00270-6
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发表时间：
2022-08-30
影响因子：
1.5
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中科院分区：
文献类型：
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作为一个全球大国，中国对于国家品牌从业者和学者来说是一个具有争议性的研究案例。它陷入了一个充满争议的全球形象塑造过程，西方媒体的头条新闻常常是负面的，这引起了该国外交部的愤怒和反击。冲突中还包括传播国家理想化愿景的自我代表或国家品牌时刻。本文通过视觉和叙事分析剖析了两个这样的促销活动：艺术展览和科幻大片。它考虑了文化外交、政治意识形态和视觉形象如何结合起来形成国家形象，并以该国珍贵的文化价值观和全球政治渴望为特色。这项研究不是考察官方的品牌宣传活动，而是立足于流行文化的有限空间，那里有国家监督，但也有一定的创作自由。研究结果指出了两个与时间相关的主题和视觉策略，通过其独特的王朝过去和对未来的预期奇观来展示这个国家。这些都是未来民族主义愿景的预兆。了解“中国品牌”的时代感和视觉感，可以更敏锐地了解这个国家如何巩固自己作为全球领导者的地位。
As a global power, China is a provocative case study for nation branding practitioners and scholars. It is mired in a contested process of global image-making animated by Western media headlines, often negative ones, which draw the ire of the country’s Foreign Ministry and its ripostes. Into the fray are also self-representations, or nation branding moments, that disseminate idealized visions of the country. This paper dissects two such promotional events: an art exhibit and a science fiction blockbuster through visual and narrative analysis. It considers how cultural diplomacy, political ideology, and visuality coalesce to engender images of the nation, punctuated by the country’s prized cultural values and global political yearnings. Rather than examining official branding campaigns, this study is grounded in the liminal space of popular culture where there is state oversight, and yet, also some creative freedom. The findings point to two time-related themes and visual strategies that showcase the country through its distinct dynastic past and through anticipatory spectacles of its hoped-for future. These serve as a harbinger of nationalistic visions to come. An understanding of this time-sensibility and visuality of Brand China yields a keener sense of how the country reinforces itself as a global leader.