The 'Beyond' as Bhaba1 (1994:1) conceives it, is "neither a new horizon, nor a leaving behind of the past"; rather it is the borders to the present. These boundaries of the present are the "that from which something begins its essential unfolding", according to Heidegger (1978:356). Unfolding as a consequence of the intersection of time and space, produces complex, as opposed to unitary or reductive, figures of difference and identity in Bhaba's (1994:2) view. It is with these 'complex figure of difference and identity' which enact 'hindsight' to re-describe our cultural contemporaneity; to re-inscribe our human, historic commonality, that this study is interested in. Within the context of nation branding, these figures offer an alternative to the archetypal western approach to identity construction. The western approach to nation branding is based on two critical assumptions; firstly, that modern nations are composed of homogeneous societies, and secondly, that these societies share a common culture. It is here that the problem lies, for at its essence, South Africa is pluralistic. We are a multicultural rainbow nation. We do not have typical shared myths, historical memories and a mass public culture due to historical and more recent political struggles within our country. Consequently, we do not follow the typical western approach to nation branding. It is therefore the intention of this study to make use of Bhaba's (1994) theory of the 'Beyond' and his notions of Interstices and Cultural Hybridity as adjectives and means of complex culture production, introduced above, to propose an alternative multicultural South African identity to be spatially transcribed into the South African pavilion at the Expo 2020, Dubai UAE. To this end, the study conducted a Hermeneutical, Social Visual Semiotic and Lexical analysis of I-JUSI, the selected hybrid culture. The results of the examination produced seven brand indicators. These indicators in conjunction with a set of design principals; established via a precedent study of artifacts, interiors, buildings and landscapes that explored or expressed the nation's new emerging collective national identity, will be used to spatially embody the design concept for the pavilion. / Die "Anderkant" (1994:1) soos Bhaba dit verstaan, is nie 'n "nuwe horison" maar ook nie " 'n vergeet van die verlede" nie, dit is liewer die grense van die huidige. Hierdie grense van die huidige is "dit wat waarvan iets sy noodsaaklike ontplooing begin", volgens Heidegger (1978:356). Ontplooing, as 'n gevolg van die kruising van tyd en ruimte, skep komplekse beelde in kontras met die unit?re of reduserende, beelde met verskille en identiteite uit Bhaba (1994:2) se oogpunt. Dit is met hierdie "komplekse beeld van verskil en identiteit" wat "nawete" implementeer dat ons ons kulturele tydelikheid kan her-definieer; om ons menslike, historiese ooreenkomste te her-graveer, dit is die studie waarmee ons onself mee bemoei. Binne die die begrip van handelsmerking bied hierdie beelde 'n alternatief tot die argetipiese westerse benadering tot identiteits konstruksie. Die westerse benadering tot handelsmerking is gebaseer op twee kritiese aannames: eerstens, dat moderne nasies van homogene samelewings saamgestel is, en tweedens, dat hierdie samelewings 'n algemene kultuur deel. Dit is hier waar die probleem l?, want Suid Afrika is wesentlik pluristies. Ons is 'n multi-kulturele re?nboog nasie . Ons besit nie tipiese legendes wat gedeel word onder ons nie en historise herinneringe en 'n massa publiek as gevolg van historiese en meer onlangse politiese stryd in ons land. Dus as 'n gevolg, volg ons nie die tipiese westerse benadering tot nasie handelsmerking nie. Die doel van hierdie studie is dus om gebruik te maak van Bhaba (1994) se teorie van die "Anderkant" en sy nasies van tussenruimtes en kulturele hibridisasie as byvoeglike naamwoorde, en wyses van kompleks kultuur produksie, soos hierbo bekendgestel, om 'n alternatiewe multikulturele Suid Arikaanse identiteit voor te stel en om die studie op 'n ruimtelike wyse op skrif te stel binne die Suid Afrikaanse Paviljoen by die "Expo 2020, Dubai UAE". Vir hierdie doel omvat die studie 'n hermeneutiese, sosiaal visuele semoitiese en leksikale analise van l-JUSI, die verkose hibried kultuur. Die resultate van die ondersoek het sewe handels indikators gewerf. Hierdie merke, tesame met 'n stel ontwerp beginsels ,het deur middel van 'n presedent studie van artefakte, interieurs, geboue en landskappe wat die nasie se nuwe ontluikende kollektiwe persoonlike identiteit uitdruk, gaan gebruik word om die ontwerp konsep van die pawiljoen ruimtelik uit te druk. / Mini Dissertation (MInt (Prof))--University of Pretoria, 2016. / Architecture / MInt (Prof) / Unrestricted

This thesis focuses on the approach of Slovenia to the promotion of the state abroad. It is a small country with two million inhabitants, suffering from poor visibility and being confused with Slovakia. Slovenia has decided to change this by creating a national brand. Positive perception of a country contributes to economic development of the state. It is also an ideal means by which small states can maximise their influence in the international arena. The thesis describes the gradual development of the national brand and its implementation. The thesis also describes the institutional background, the work being coordinated by the Government Office for Communication. Slovenia has succeeded in creating the brand of a green country with a quality of life for all. For a national brand to be successful, it must be based on real national priorities. In the case of Slovenia, ecology is also part of its domestic and foreign policy priorities. The monitored indicators show that Slovenia's environmental performance varies in different areas. In some areas Slovenia is a leader in the EU, in others, for example in transport, its performance is below average. The work concludes that the label is based on real foundations because some part of environmental policy is effective.

The aim of this thesis is to discuss the concepts of public diplomacy and nation branding, find the link between them, and examine their effect on the economic development in Estonia. This thesis provides a thorough overview of relevant liter- ature on NB and PD. To dive into the practical part of nation branding it discusses the case of globally accepted, effective NB initiatives of Singapore. Moreover, it discusses Estonian's NB campaigns and four main instruments of PD and con- ducts economic analysis to examine the effects of NB and PD in Estonian economy from building credibility and international awareness points of view. To make the economic analysis more valuable and visually comprehensible, all discussed mi- croeconomic and macroeconomic indicators are captured for all three Baltic states (Estonia, Latvia, and Lithuania). Both qualitative and quantitative methodolo- gies are used to answer the research question and hypotheses. The study found that NB and PD in Estonia positively affect the reaffirmation of national identity, facilitate business development, and increase international visibility which in turn ensures economic development in the country. Even though various other play- ers and factors are involved in the process of economic development, effectively designed NP and PD could...

This master thesis deals with the concept of nation branding and its application in German domestic and foreign policy as a soft power building tool. Nation branding is quite a new concept in the international relations that extends into many fields like public diplomacy, cultural diplomacy, marketing or public relations. With its assistance, states create a positive image which they promote to the foreign public in order to become more attractive and competitive at the international level. The thesis is divided into two parts. The first part creates a theoretical background for the analysis. It concentrates on defining the position of nation branding in the field of international relations and introduces the theory of competitive identity. The second part analyses the German nation image building while using the theory of competitive identity. Germany manages its image in two ways - via nation branding campaigns and via six dimensions of its competitive identity. Both ways as well as the German brand as a whole are properly analyzed and simultaneously their strengths and weaknesses are identified. The final part of the thesis summarizes the most important findings and draws the conclusion.

Detta är en uppsats som analyserar tre nedslag tagna ur svensk designhistoria. Bakgrunden ligger i Sveriges varumärke, nation brand. Materialet utgörs av marknadsföring från Stockholmsutställningen 1930, reklambilder från IKEA under 1980-talet och ompositioneringen av varumärket “Sweden” 2014. Teorin bygger på semiotik och vad nation brand och national reputation är och gör. Metoden utgår från semiotik och analysen görs utefter en semiotisk analysmetod av det bildmaterial som valts ut från dessa tre nedslag i svensk designhistoria. Då detta är en undersökning inom ett fält där personliga tolkningar och bakgrund spelar stor roll i hur materialet analyseras är det svårt att hitta ett definitivt svar på den eventuella forskningsfrågan - resultat blir istället en diskussion om samspelet mellan nation och analysmaterialet, hur nationen påverkat dessa och hur de i sin tur påverkat nationen och dess varumärke.

Syftet med denna uppsats är att undersöka hur nationer använder nationsmarknadsföring och narrativitet för att förmedla en särskild bild genom att nyttja Eurovision Song Contest som kommunikationsplattform. Undersökningen görs via en semiotisk analys som granskar utvalda visuella delar från tre nationer som agerat värd för evenemanget mellan åren 2009–2018. Resultatet av analysen visar på att nationerna följer olika narrativa spår som lyfter särskilda saker. I diskussionsavsnittet tas två olika hypoteser upp angående värdländernas nationsmarknadsföringar. Den ena är den kulturella hypotesen, alltså att värdlandets kulturella bakgrund präglar nationsmarknadsföringen. Den andra är den strategiska hypotesen som syftar till att värdlandet strategiskt väljer att använda särskilda narrativ utifrån exempelvis sin politiska situation. Diskussionen poängterar dock att andra faktorer kan ha inverkan på nationsmarknadsföringen, såsom huruvida nationen tidigare varit värdland i evenemanget.

京都大学 / 0048 / 新制・課程博士 / 博士(地域研究) / 甲第19838号 / 地博第194号 / 新制||地||69(附属図書館) / 32874 / 京都大学大学院アジア・アフリカ地域研究研究科アフリカ地域研究専攻 / (主査)准教授 高田 明, 教授 太田 至, 准教授 平野(野元) 美佐, 准教授 小川 さやか / 学位規則第4条第1項該当 / Doctor of Area Studies / Kyoto University / DGAM

The brutal massacre of Nanking occurred in 1937 by Japanese forces and killed civilians, men women and children. Women were raped and tortured, and Chinese men had to bury each other alive. Considering the Nanking massacre apologies rendered towards the Chinese government and civilians after 1945 from for instance prime ministers of Japan but dissatisfaction has been expressed by the Chinese government and occurred by protests all over China. At the same time as apologies have been rendered towards the Chinese government and civilians, denial of the Nanking massacre has been shown in different scenarios and forms that have made the relationship between the two states, China and Japan increasingly strained and denials of the massacre has been shown in different ways. A qualitative content analysis combined with a case study of the increasingly strained relationship and denials will be the methods for this essay to find reasons, happenings and statements. From the perspective of classical realism, this essay discovers that economic growth, a feeling of seclusion in Japan and threats regarding power and growth in Asia both military and of growth at markets combined with a shifting strategy from the statesman, Xi Jinping could be reasons for Japan to make up denials of the massacre of Nanking and also reasons for the increasingly strained relationship.

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This paper examines the narratives that Ukraine is telling through their official Defence of Ukraine account on X, and what the implications of those narratives are. At the time of this study, a conflict is taking place in Ukraine after the invasion of Russia on Ukrainian territory. Both sides have communicated stories that aim to explain the conflict, but it is especially Ukraine that has succeeded in capturing the interest and approval of the rest of the world with its employment of well-crafted storytelling strategies through social media. Through an interpretative analysis of the content of the DefenceU account using a visual narrative analysis method, the study finds that the account presents an overarching narrative of moral judgments where Russia is portrayed as ‘evil’, and Ukraine as ‘good’ and destined to be victorious. The premise of the message as presented by the DefenceU account is found to essentially be an ideological and moral statement that is used to increase sentiments of approval in the public. Ukraine is enhancing its soft power through the persuasive power of the narrative that is constructed.