By Zala Volcic, Mark Andrejevic
This ebook intervenes in discussions of the destiny of nationalism and nationwide id through exploring the connection among country appropriation of selling and branding thoughts at the one hand, and, at the different, the economic mobilization of nationalist discourses.
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Additional resources for Commercial Nationalism: Selling the Nation and Nationalizing the Sell
Nation brands have been critiqued for their inability to ‘account for the plurality of voices, legacies and competing visions of the nationstate’ (Aronczyk, 2008). Yet in these advertisements one of the most vexed aspects of Australia’s identity was deployed as part of a text constructed to promote the national tourism industry. Following the logic of contemporary branding, nation brands work as ‘participatory’ and ‘collaborative’ processes (Volcic & Andrejevic, 2011). Often this participation is carefully constructed and organized within the parameters set by an advertising campaign.
Critics and scholars have argued that the development of this post-apology cinema helps to reimagine the national identity (Collins, 2010; Haag, 2010). Post-apology ﬁlms draw attention to the ‘unﬁnished business’ of black–white relations by illustrating indigenous agency. Although Australia received mixed reviews from critics, many located the ﬁlm within the narratives of post-apology cinema. For Morton (2010), Australia recognizes that the 34 The Apologetic Brand ‘founding drama of white colonisation was not legitimate’ and that this has characterized the nation since 1788.
In her discussion of the expansion of brand culture, Sarah BanetWeiser argues that the branding of the nation, with its concomitant construction of the citizen as consumer, has become one of the key markers of the current phase of capitalism: Within advanced capitalism, connections between consumerism and citizenship do not need to be justiﬁed or qualiﬁed. . [T]he consumer citizen is the central category of analysis for today’s advanced capitalist culture. Individual freedoms are guaranteed not by the state or another institution but by the freedom of the market and of trade (2012, p.