nation branding

July 14, 2014

The current UNO publication, Numero 17, La Nueva Diplomacia, features articles focusing on new diplomacy and international relations, and includes a piece by CPD Director, Jay Wang titled Nation Branding Revisited. Other articles cover topics ranging from Soft Power and Digital Diplomacy to Economic Diplomacy and the role of non-state actors in diplomatic relations.

Even normally quiet streets were electrified early Monday by Germany’s dramatic 1-0 win of the World Cup in extra time, a victory that symbolized, at least to fans, not just the country’s dominance of Europe, but its global prominence. Car horns and vuvuzelas honked, and fireworks and firecrackers exploded. On the Kurfuerstendamm, the gleaming street of stores and restaurants that was the symbol of West Berlin during the Cold War, cars quickly jammed traffic and fans draped themselves in the black, red and gold of the German flag.

Sunday’s final concluded a monthlong tournament that presented a jarring contrast between Brazil’s hosting of the tournament and its achievement on the field. The World Cup was well organized despite fears that it would be chaotic. The Brazilian people were hospitable. The soccer was largely attractive and attacking. Some have called this the best World Cup in recent memory. Soccer became so absorbing that widespread protests - against perceived wasteful spending on the World Cup and the 2016 Rio Olympics - did not occur after undermining a warm-up tournament last year.

After a month of football in a country where the sport is regarded a religion, we look at how the World Cup has affected the volatile political situation in Brazil and what will happen now that the tournament has come to an end.

After hours spent performing cartwheels, American show tunes and a series of jazzy dance routines in a cramped studio on West 28th Street in Manhattan, 8-year-old Futaba Kawakami left TADA Youth Theater camp earlier this week, clammy and slightly hoarse. She pulled off her new camp T-shirt, the one with the slogan Sing! Dance! Act! emblazoned on the back, and marshaled enough energy to ask her mother for ice cream.

I’m sitting in a café in Jerusalem’s posh German Colony, an area of town reminiscent of Boston’s Newbury Street, on a lovely, if a touch excessively warm, summer Friday morning. As I’ve been here for a month doing archival research for my next book, Cast a Giant Shadow: Israel’s Image-Making efforts in America 1948-78, I’m thinking a lot about nation branding. But at the moment, I’m thinking less about Israel’s image and “brand” in the U.S. than I am about Palestine’s.

Roger Kittleson, Brazil expert and Professor of History at Williams College, is interviewed by Bryony Inge about his new book; The Country of Football: Soccer and the Making of Modern Brazil. In this podcast he discusses the relationship between soccer and Brazilian identity, and whether the Brazilian government is likely to use sport as a tool to achieve its policy goals. 

This week, we learned that enhancing Brazil's national image through soccer has pitfalls and obstacles (thanks, Germany).

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