Identity as Strategy: How States Market Themselves at a Global Level

Renault, Marina

The global network of media has become an important tool for projects of identity construction. The research project focuses on the forms of presentation used by states advertising themselves abroad in order to foster economic growth through investments, tourism and the expansion of trade relations. By analysing these advertising forms, the project aims to clarify how countries make use of narratives and representations in order to connect to local realities and sharpen their own profile, and in the case of European countries to ask if they strive for a European identity. To this end, advertising of countries in different stages of development and on different continents is analysed in a comparative way by techniques of semiotic analysis, content analysis, analysis of utterances and analysis of still images. The PhD project by Marina Renault is funded by a doctoral grant provided by the Konrad Adenauer Foundation (KAS) and will continue in 2011. The supervisor is Matthias Middell.