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 call...
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
2015
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| Online Access: | http://hdl.handle.net/10356/65183 |
| _version_ | 1811690965475262464 |
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| author | Jones-Chaljub, Steven |
| author2 | S. Rajaratnam School of International Studies |
| author_facet | S. Rajaratnam School of International Studies Jones-Chaljub, Steven |
| author_sort | Jones-Chaljub, Steven |
| collection | NTU |
| 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 Pasion' 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 counterinsurgency,
yet further research is encouraged .
KEY-WORDS: Country Branding, Constructivism, (Counter) Terrorism, (Counter)Insurgency. |
| first_indexed | 2024-10-01T06:12:23Z |
| format | Thesis |
| id | ntu-10356/65183 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:12:23Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/651832020-11-01T08:25:56Z The use of the narratives constructed by country branding for combating terrorism and insurgency Jones-Chaljub, Steven S. Rajaratnam School of International Studies DRNTU::Business::International business 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 Pasion' 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 counterinsurgency, yet further research is encouraged . KEY-WORDS: Country Branding, Constructivism, (Counter) Terrorism, (Counter)Insurgency. Master of Science (Strategic Studies) 2015-06-15T07:15:26Z 2015-06-15T07:15:26Z 2014 2014 Thesis http://hdl.handle.net/10356/65183 en 83 p. application/pdf |
| spellingShingle | DRNTU::Business::International business Jones-Chaljub, Steven The use of the narratives constructed by country branding for combating terrorism and insurgency |
| title | 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_short | 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 |
| topic | DRNTU::Business::International business |
| url | http://hdl.handle.net/10356/65183 |
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