CEU Electronic Theses and Dissertations, 2017
| Author | Shakhina, Zhanerke |
|---|---|
| Title | Between Borat And Expo-2017. National Identity In Kazakhstan's Nation Branding Narratives |
| Summary | As a relatively new field, nation branding has attracted attention of scholars from different spheres. Most of the research has been done in the fields of marketing, branding, social policy and political studies that employed perspectives to advance the subject and come up with new improved strategies. However, Kaneva (2011) found that there is a need to take critical approach to nation branding, which I have done in this research. I explored nation branding looking at the case of Kazakhstan that is completing a decade of emerging as a brand between Borat and Astana EXPO-2017 that is happening in the country. Building my thesis on Benedict Anderson’s conceptualization of ‘nation’ as an ‘imagined community’ and employing theories about modernization and development I argue that nation branding limits the imagination of nation in other terms than economic. This discursive origin of nation branding may have further implications in producing inequality between global actors and facilitating the rise of imperialism and neo-colonialism that is suggested for further research. |
| Supervisor | Kowalski, Alexandra; Rabinowitz, Dan |
| Department | Sociology MA |
| Full text | https://www.etd.ceu.edu/2017/shakhina_zhanerke.pdf |
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