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Towards a new conditionality? : The convergence of international development, nation brands and soft power in the British National Security Strategy

Pamment, James LU (2016) In Journal of International Relations and Development p.1-19
Abstract
Nation brands are intended to act as vehicles for economic development. However, the role of the nation brands of developed countries in shaping the economic development of developing countries has not been explored to the same degree. Using the example of Britain’s 2010 National Security Strategy, this article argues that the two-decade long decline in conditional aid has been superseded by efforts to influence developing countries through coordinated aid, diplomatic, commercial and security strategies. Such strategies seek to use brand identities to transpose influence between different societal sectors of developing countries, thus pursuing structural influence over developing societies through post-conditional techniques. This article... (More)
Nation brands are intended to act as vehicles for economic development. However, the role of the nation brands of developed countries in shaping the economic development of developing countries has not been explored to the same degree. Using the example of Britain’s 2010 National Security Strategy, this article argues that the two-decade long decline in conditional aid has been superseded by efforts to influence developing countries through coordinated aid, diplomatic, commercial and security strategies. Such strategies seek to use brand identities to transpose influence between different societal sectors of developing countries, thus pursuing structural influence over developing societies through post-conditional techniques. This article therefore positions nation brands as a key component of contemporary soft power strategies, which are intended to stimulate growth, instigate infrastructural reform, assert ideational norms, and promote the donor country as a partner of choice. As such, it presents a unique perspective on the coordinated application of brands and aid as complementary tools of soft power. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
Journal of International Relations and Development
pages
1 - 19
publisher
Palgrave Macmillan
ISSN
1408-6980
DOI
10.1057/s41268-016-0074-9
language
English
LU publication?
yes
id
31af9587-7e6b-445a-a9a4-8da7f4a5a7bd
date added to LUP
2016-09-21 16:24:07
date last changed
2016-09-22 12:43:27
@article{31af9587-7e6b-445a-a9a4-8da7f4a5a7bd,
  abstract     = {Nation brands are intended to act as vehicles for economic development. However, the role of the nation brands of developed countries in shaping the economic development of developing countries has not been explored to the same degree. Using the example of Britain’s 2010 National Security Strategy, this article argues that the two-decade long decline in conditional aid has been superseded by efforts to influence developing countries through coordinated aid, diplomatic, commercial and security strategies. Such strategies seek to use brand identities to transpose influence between different societal sectors of developing countries, thus pursuing structural influence over developing societies through post-conditional techniques. This article therefore positions nation brands as a key component of contemporary soft power strategies, which are intended to stimulate growth, instigate infrastructural reform, assert ideational norms, and promote the donor country as a partner of choice. As such, it presents a unique perspective on the coordinated application of brands and aid as complementary tools of soft power.},
  author       = {Pamment, James},
  issn         = {1408-6980},
  language     = {eng},
  month        = {09},
  pages        = {1--19},
  publisher    = {Palgrave Macmillan},
  series       = {Journal of International Relations and Development},
  title        = {Towards a new conditionality? : The convergence of international development, nation brands and soft power in the British National Security Strategy},
  url          = {http://dx.doi.org/10.1057/s41268-016-0074-9},
  year         = {2016},
}