CEU Electronic Theses and Dissertations, 2012
| Author | Rahman, Syeda Rad |
|---|---|
| Title | DEFINING THE ???NEW??? INDIA: ELITES, POVERTY AND REPUTATION MANAGEMENT IN NATION-BRANDING |
| Summary | Since the tourism slump to India after 9/11, Incredible India was launched as an attempt to position itself on the global stage as a means of improving India’s image and reputation, in order to provide for more nuanced commercial investments and tourism from foreigners. In doing so, India has created a domestic Atithi Devoh Bhavah campaign, alongside its international campaign. This paper critically examines the implications of the Atithi campaign in India, in order to suggest that the underpinnings and ideals of alleviating poverty through branding India is at best, marginalized. Instead, attempts to sell the nation’s image are privileged at all costs. Because of the heavy involvement of India’s filmmaking industry, India’s nation branding campaign takes to the global stage as multi-faceted manner of privileging the voices and “realities” of India’s elite, often at the cost marginalizing the groups of individuals it hopes to affect through its efforts- alleviating India’s impoverished communities. |
| Supervisor | Fetzer, Thomas |
| Department | International Relations MA |
| Full text | https://www.etd.ceu.edu/2012/rahman_syeda-rad.pdf |
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