The use of the narratives constructed by country branding for combating terrorism and insurgency

Today we live in a globalized world. In this interconnected world, the competition for wealth among states has become a synonym for market share. To ensure access to international markets, governments have resorted to the corporate marketing tool of branding. Country branding, as it is called, creat...

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Detalles Bibliográficos
Autor Principal: Jones-Chaljub, Steven
Formato: Trabajo de grado (Bachelor Thesis)
Lenguaje:Desconocido (Unknown)
Publicado: 2014
Materias:
Acceso en línea:http://babel.banrepcultural.org/cdm/ref/collection/p17054coll23/id/281
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spelling ir-p17054coll23-2812020-09-29 The use of the narratives constructed by country branding for combating terrorism and insurgency Jones-Chaljub, Steven Today we live in a globalized world. In this interconnected world, the competition for wealth among states has become a synonym for market share. To ensure access to international markets, governments have resorted to the corporate marketing tool of branding. Country branding, as it is called, creates a series of narratives using a country’s identity. Such narratives encompass a symbolic system which is molded for the unique purpose of creating and promoting a positive image of the country branded. However, to be successful, this tool requires nationals to behave as ambassadors and embody the narratives presented. Thus, the brand indirectly defines the features that a ‘true national’ must have. It is argued that by placing nationals in a position where their membership in the community of the nation is evaluated, country branding can become an alternative method for countering the rhetoric used by terrorist and insurgents for achieving support. The analysis is conducted using constructivism as theoretical background, and the Colombian brand ‘Colombia es Pasión’ as study case. The conclusion achieved is that there are some theoretical and empirical elements that suggest that country branding could be used for counter-terrorism and counter-insurgency, yet further research is encouraged. Constructivism; Counter insurgency; Counter terrorism; Country branding Ciencias sociales; Ciencias sociales / Ciencia política 2014 PDF Tesis ENG - Inglés Colombia Colfuturo © Derechos reservados del autor http://babel.banrepcultural.org/cdm/ref/collection/p17054coll23/id/281
institution Biblioteca Virtual Banco de la República - Colecciones digitales
collection Custom
language Desconocido (Unknown)
topic Constructivism; Counter insurgency; Counter terrorism; Country branding
Ciencias sociales; Ciencias sociales / Ciencia política
spellingShingle Constructivism; Counter insurgency; Counter terrorism; Country branding
Ciencias sociales; Ciencias sociales / Ciencia política
Jones-Chaljub, Steven
The use of the narratives constructed by country branding for combating terrorism and insurgency
description Today we live in a globalized world. In this interconnected world, the competition for wealth among states has become a synonym for market share. To ensure access to international markets, governments have resorted to the corporate marketing tool of branding. Country branding, as it is called, creates a series of narratives using a country’s identity. Such narratives encompass a symbolic system which is molded for the unique purpose of creating and promoting a positive image of the country branded. However, to be successful, this tool requires nationals to behave as ambassadors and embody the narratives presented. Thus, the brand indirectly defines the features that a ‘true national’ must have. It is argued that by placing nationals in a position where their membership in the community of the nation is evaluated, country branding can become an alternative method for countering the rhetoric used by terrorist and insurgents for achieving support. The analysis is conducted using constructivism as theoretical background, and the Colombian brand ‘Colombia es Pasión’ as study case. The conclusion achieved is that there are some theoretical and empirical elements that suggest that country branding could be used for counter-terrorism and counter-insurgency, yet further research is encouraged.
format Trabajo de grado (Bachelor Thesis)
author Jones-Chaljub, Steven
author_facet Jones-Chaljub, Steven
author_sort Jones-Chaljub, Steven
title The use of the narratives constructed by country branding for combating terrorism and insurgency
title_short The use of the narratives constructed by country branding for combating terrorism and insurgency
title_full The use of the narratives constructed by country branding for combating terrorism and insurgency
title_fullStr The use of the narratives constructed by country branding for combating terrorism and insurgency
title_full_unstemmed The use of the narratives constructed by country branding for combating terrorism and insurgency
title_sort use of the narratives constructed by country branding for combating terrorism and insurgency
publishDate 2014
url http://babel.banrepcultural.org/cdm/ref/collection/p17054coll23/id/281
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