As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in todays world.Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

Rebecca Ogden is lecturer in Latin American studies at the University of Kent.

Dunja Fehimovi is lecturer in Spanish and Portuguese at Newcastle University.

Contents

Acknowledgments
Foreword
Melissa Aronczyk
Introduction: Context and Contestation
Dunja Fehimovi and Rebecca Ogden
Chapter One: Promotion before Nation Branding: Chile at the World Exhibitions
Andrea Paz Cerda Pereira
Chapter Two: The Counter-Narratives of Nation Branding: The Case of Peru
Félix Lossio Chávez
Chapter Three: Living the Brand: Authenticity and Affective Capital in Contemporary Cuban Tourism
Rebecca Ogden
Chapter Four: Covert Nation Branding and the Neoliberal Subject: The Case of Its Colombia, NOT Columbia
Paula Gómez Carrillo
Chapter Five: Resisting the Brand, Resisting the Platform? Digital Genres and The Contestation of Corporate Powers in Belén Gaches Radikal karaoke
Claire Taylor
Chapter Six: Protests, News, and Nation Branding: The Role of Foreign Journalists in
Constructing and Projecting the Image of Brazil during the June 2013 Demonstrations
César Jiménez-Martínez
Chapter Seven: International Love? Latino Music Videos, the Latin Brand of Universality, and Pitbull
Andrew Ginger
Chapter Eight: The Paradoxes of the Cuban Brand: Authenticity, Resistance, and Heroic Victimhood in Cuban Film
Dunja Fehimovi
Chapter Nine: Branding, Sense, and Their Threats
Brett Levinson
Epilogue
Dunja Fehimovi and Rebecca Ogden
About the Contributors