How to Do Things with Brands: Uses of National Identity
How to Do Things with Brands: Uses of National Identity
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如何利用品牌做事：民族认同的运用
DOI：
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发表时间：
2009
期刊：
影响因子：
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通讯作者：
Melissa Aronczyk
中科院分区：
文献类型：
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作者：
Melissa Aronczyk
正当国家形式的霸权似乎确实在衰落，其对权威和合法性的要求受到各种网络、“场景”（Appadurai，1997）和流动的损害时，一系列当代事件重新点燃了国家话语。当前的经济、政治、文化和道德价值危机已经提出了这样一种可能性，即民族国家提供的保护和规定可能是全球分离焦虑的有力解毒剂。在规范和重建全球一体化架构的呼声中，国家想象力的潜力再次凸显出来。在国家领导人试图重新确立其管辖范围的同时，他们大力利用本国的文化特性，宣传其选民是国内特色和国际适应性的典范。沿着对国家财富有形来源的投资可能性不断下降，一个国家的无形财富--它的“良好声誉”--越来越多地被用作在适当的高风险谈判桌上获得最突出席位的手段。问题是，有很多桌子可以坐;而且并不总是清楚如何以一种对所有可能的参与者都具有同等吸引力的方式来维护”这一声誉。各国政府已经确信有必要利用、衡量和营销这一宝贵资源，他们已经求助于“声誉价值”专家来帮助他们做到这一点。这些专家是国家品牌顾问，2他们自称的存在理由是创造和传播一种特定版本的国家身份，使国家对广泛的受众产生影响。凭借其准学术期刊和教科书，3个专有指数和新闻效果排名，以及对新闻稿力量的敏锐认识，国家品牌旨在为国家领导人提供他们所需的“强大”身份，以在全球转型的背景下保持自己及其司法管辖区的相关性。
Just when the hegemony of the national form seemed well and truly on the wane, its claims to authority and legitimacy compromised by all manner of networks, “scapes” (Appadurai, 1997), and flows, a series of contemporary events has reignited the national discourse. Current crises of value—economic, political, cultural, and moral—have raised the possibility that the protections and provisions offered by the nation-state may be powerful antidotes to the anxieties of global disjunctures. Amid calls to regulate and rebuild the architecture of global integration, the potential of the national imaginary has come once again to the fore. As national leaders try to re-assert their jurisdictional boundaries, they have drawn heavily on their countries’ cultural identities to promote their constituencies as exemplars of both domestic distinction and international fitness.1 Along with declining possibilities for investment in tangible sources of national wealth, a country’s intangible wealth—its “good reputation”—is increasingly evoked as a means to gain the most prominent seat at the appropriately high-stakes table. The problem is that there are many tables to sit at; and it is not always clear how to construe” this reputation in a way that is equally appealing to all possible players. National governments have been convinced of the need to harness, measure, and market this valuable resource, and they have turned to the experts in “reputational value” to help them do so. These experts are nation-branding consultants,2 and their self-styled raison d’etre is to create and communicate a particular version of national identity that will make the nation matter to a wide range of audiences. With their quasi-academic journals and textbooks,3 proprietary indices and rankings of metrological effectiveness, and an acute awareness of the power of the press release, nation branders purport to offer national leaders the “robust” identity they require to retain both their own and their jurisdiction’s relevance in the context of global transformation.