When the locals are Othered

Hybridized representations of Latin American cultures and identities through nation branding

Bibliographic Data

ID12918142
AuthorsPablo Miño (0000-0001-5251-3762, Boston University, corresponding author)
Year2023
Volume16
Issue3
Pages182-189
Publication date2023-05-15
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueCommunication Culture and Critique (JOURNAL)
Journal identifiersISSN: 1753-9137 • E-ISSN: 1753-9129
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1093/ccc/tcad004
OpenAlexW4376604107
LanguageEN
References cited14

This study unveils how Latin American countries present to the eyes of educated, English-speaking audiences in the promotion of exports, tourism, and foreign direct investment offerings through different nation branding campaigns. Their invitations to come make use of strikingly similar strategies: (1) the “adventurous” foreigner venturing to explore a new land; and the (2) proud, local citizen, telling the newcomer what is so special about their nation. The main goal of this study is to introduce the concepts of “hybridization” and “equalization” as powerful constructs to analyze hybridized representations of Latin American cultures and identities through nation branding. This study adds to existing research on cultural nation branding, as well as critical-cultural studies that focuses on analyses of the “Other,” outlining the limitations of branding as a mechanism to promote contested and multifaceted constructs such as countries

Advertising · Business · Latin Americans · Nation branding · Political science · Promotion (chess · Public relations · Sociology · Tourism · International Student and Expatriate Challenges · Organizational Strategy and Culture · Social and Cultural Dynamics · Law

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