A nação mediatizada. Identidade, agência e audiência em campanhas de nation branding
DOI:
https://doi.org/10.18861/ic.2019.14.2.2926Palavras-chave:
Nation branding, midiatização, identidade, audiência, agênciaResumo
Nation branding é uma prática dinâmica de rápido desenvolvimento, é um subprocesso do processo de midiatização mais amplo, utilizada para promover ou reajustar imagens de um estado-nação para turistas ou investidores. Especialmente os estados-nação jovens, sentem a necessidade de criar novas imagens de si mesmos aos olhos do mundo, mas, como esses estados-nação também têm uma história de soberania ainda breve, precisam simultaneamente, construir a solidariedade social e a comunidade interna, para formar a base necessária para a construção de uma nação. Este artigo parte dessa tensão e aborda três temas –agência, audiência e identidade– que consideramos necessitar de mais teorização devido ao fato de a prática ainda estar tentando encontrar sua forma. Esses temas são discutidos em relação aos esforços de criação de marca do novo estado da Ucrânia, no leste europeu, na última década. Conclui-se que as campanhas de nation branding, hoje, são orquestradas também por agências de relações públicas internas (ao contrário do domínio anterior das agências britânicas) que levam em consideração o público interno de outras maneiras, diferentes das campanhas de branding anteriores, e que trazem questões de construção de identidade mais complexas do que as que foram utilizadas anteriormente. O caso ucraniano ilustra, assim, a midiatização de símbolos nacionais na sociedade contemporânea.Downloads
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