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Reconstructing the nation-brand from below: Analysis of how a humanitarian organization challenge the consistency of Swedish brand in a controversial film

Ossman, Sara LU (2019) SKOM12 20191
Department of Strategic Communication
Abstract
A unified nation brand is crucial to create a positive reputation abroad. In the age of new public diplomacy, the emergence of non-state actors has considerably diversified the narratives of nation branding; this diversity contributes to challenging the consistency of the nation brand. Meantime, scholars argue that communicating and constructing a positive national identity domestically is essential for a positive nation brand abroad, perceiving culture as a prime driver to attain this purpose. This study problematizes that researches in public diplomacy and nation branding lack addressing from the communication perspective. Thereby, the study aims to understand how the actual communication performed by non-state agents create challenges... (More)
A unified nation brand is crucial to create a positive reputation abroad. In the age of new public diplomacy, the emergence of non-state actors has considerably diversified the narratives of nation branding; this diversity contributes to challenging the consistency of the nation brand. Meantime, scholars argue that communicating and constructing a positive national identity domestically is essential for a positive nation brand abroad, perceiving culture as a prime driver to attain this purpose. This study problematizes that researches in public diplomacy and nation branding lack addressing from the communication perspective. Thereby, the study aims to understand how the actual communication performed by non-state agents create challenges for a unified nation brand. The empirical material was the film ‘Det Nya Landet’ which is launched by the Swedish charity organization 'Individuell Människohjälp’ as an example of a non-state communication on a domestic level challenging the 'humanitarian superpower' brand of Sweden. Adopting narrative analysis on both deep and surface levels, using consecutively rhetorical and structural analysis, the study demonstrated that the narrative non-state actors have an impact on the unifying process of the nation brand. The study contributes to the field of nation branding and new public diplomacy, by looking at the communication aspects. (Less)
Please use this url to cite or link to this publication:
author
Ossman, Sara LU
supervisor
organization
course
SKOM12 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
nation branding, new public diplomacy, nation brand, national identity, citizen, culture
language
English
id
8998205
date added to LUP
2019-11-27 09:10:10
date last changed
2019-11-27 09:10:10
@misc{8998205,
  abstract     = {{A unified nation brand is crucial to create a positive reputation abroad. In the age of new public diplomacy, the emergence of non-state actors has considerably diversified the narratives of nation branding; this diversity contributes to challenging the consistency of the nation brand. Meantime, scholars argue that communicating and constructing a positive national identity domestically is essential for a positive nation brand abroad, perceiving culture as a prime driver to attain this purpose. This study problematizes that researches in public diplomacy and nation branding lack addressing from the communication perspective. Thereby, the study aims to understand how the actual communication performed by non-state agents create challenges for a unified nation brand. The empirical material was the film ‘Det Nya Landet’ which is launched by the Swedish charity organization 'Individuell Människohjälp’ as an example of a non-state communication on a domestic level challenging the 'humanitarian superpower' brand of Sweden. Adopting narrative analysis on both deep and surface levels, using consecutively rhetorical and structural analysis, the study demonstrated that the narrative non-state actors have an impact on the unifying process of the nation brand. The study contributes to the field of nation branding and new public diplomacy, by looking at the communication aspects.}},
  author       = {{Ossman, Sara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Reconstructing the nation-brand from below: Analysis of how a humanitarian organization challenge the consistency of Swedish brand in a controversial film}},
  year         = {{2019}},
}