Nation branding in the era of commercial nationalism

Volcic, Zala and Mark Andrejevic (2011) Nation branding in the era of commercial nationalism. International Journal of Communication, 5 1: 598-618.

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Author Volcic, Zala
Mark Andrejevic
Title Nation branding in the era of commercial nationalism
Journal name International Journal of Communication   Check publisher's open access policy
ISSN 1932-8036
Publication date 2011
Sub-type Article (original research)
Open Access Status File (Publisher version)
Volume 5
Issue 1
Start page 598
End page 618
Total pages 21
Place of publication Los Angeles, CA, United States
Publisher University of Southern California * Annenberg Center for Communication
Collection year 2012
Language eng
Abstract This article applies critical approaches to branding and marketing in the neo-liberal era to a case study of a recent trend in media studies, international relations and tourism: nation branding. We argue that the critique of brand “co-creation” – a reliance upon consumers to build and disseminate brand identity – helps illuminate the ways in which nation branding serves as a technique of neo-liberal governance in the era of global capitalism. The article first considers the recent development of nation branding as a global phenomenon and then explores the details of one such campaign in post-socialist Slovenia. The case study illustrates the ways in which nation branding seeks to mobilize the populace to “live” the national brand, to promulgate it nationally and internationally in the name of taking responsibility for the nation’s economic development, and by extension of maximizing individual prosperity. The article concludes with a consideration of the way in which nation branding functions as a revamped form of nationalism in an era characterized by what we call the rise of commercial nationalism.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Copyright © 2011 (Zala Volcic & Mark Andrejevic). Licensed under the Creative Commons Attribution Noncommercial No Derivatives (by-nc-nd). Available at

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
Centre for Critical and Cultural Studies Publications
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Created: Tue, 03 May 2011, 12:46:06 EST by Rebecca Ralph on behalf of Centre for Critical and Cultural Studies