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1、BrandingtheNationThispageintentionallyleftblankBrandingtheNationTheGlobalBusinessofNationalIdentityMelissaAronczyk11OxfordUniversityPressisadepartmentoftheUniversityofOxford.ItfurtherstheUniversity’sobjectiveofexcellenceinresearch,scholarship,andeducationbypublishingworldwi
2、de.OxfordNewYorkAucklandCapeTownDaresSalaamHongKongKarachiKualaLumpurMadridMelbourneMexicoCityNairobiNewDelhiShanghaiTaipeiTorontoWithofficesinArgentinaAustriaBrazilChileCzechRepublicFranceGreeceGuatemalaHungaryItalyJapanPolandPortugalSingaporeSouthKoreaSwitzerlandThailandT
3、urkeyUkraineVietnamOxfordisaregisteredtrademarkofOxfordUniversityPressintheUKandcertainothercountries.PublishedintheUnitedStatesofAmericabyOxfordUniversityPress198MadisonAvenue,NewYork,NY10016©OxfordUniversityPress2013Allrightsreserved.Nopartofthispublicationmaybereproduced
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5、heaboveshouldbesenttotheRightsDepartment,OxfordUniversityPress,attheaddressabove.Youmustnotcirculatethisworkinanyotherformandyoumustimposethissameconditiononanyacquirer.LibraryofCongressCataloging-in-PublicationDataAronczyk,Melissa.Brandingthenation:theglobalbusinessofnatio
6、nalidentity/byMelissaAronczyk.p.cm.Includesbibliographicalreferencesandindex.ISBN978–0–19–975216–4(hardcover:alk.paper)—ISBN978–0–19–975217–1(pbk.:alk.paper)1.Branding(Marketing)2.Internationalrelations.3.Massmediaandinternationalrelations.4.Nationalcharacteristics—Politica
7、laspects.I.Title.HF5415.1255.A762013352.7—dc23201300422497801997521649780199752171(pbk.)987654321PrintedintheUnitedStatesofAmericaonacid-freepaper“Whatsortofacountryisthis,”saidtheonetotheother,“thatisunknowntoalltheworld,andinwhichNaturehaseverywheresodifferentanappearance
8、towhatshehasinours?Possiblythisisthatpartoftheglobewhereeverythingisright,forthere
