Branding Latin America: Strategies Aims Resistance (Hardcover)

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 today s 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.