Research Companion to Language and Country Branding

Irene Theodoropoulou is Associate Professor of Sociolinguistics at Qatar University. Her current research interests lie at the intersection of Modern Greek and Arabic sociolinguistics, intercultural communication and discourse analysis with politics, architecture, communication studies and sports. Her geographical areas of interest include primarily Greece and the State of Qatar. She is the author of Sociolinguistics of Style and Social Class in Contemporary Athens (2014), and her most recent publications include journal articles in Language Policy, Sociolinguistic Studies, Lingua, Journal of Arabian Studies, Discourse & Society and Visual Communication. Currently, she is the Lead PI of an Impact Grant, funded by Qatar University, on sports-related branding. Johanna Tovar, née Woydack, is Assistant Professor at WU (Vienna University of Economics and Business) in the Department of Foreign Language Business Communication. Prior to moving to Austria, she was a postdoctoral fellow at City University Hong Kong. She received her PhD in Sociolinguistics from King’s College London and holds a master’s degree in Anthropology from the London School of Economics. She has done ethnographic fieldwork in a variety of organizations and workplaces, including call centers in Europe and Asia, pertaining to issues such as standardization, text trajectories, invisible work, resistance and compliance, monitoring, and migration. Her monograph Linguistic Ethnography of a Multilingual Call Center was published in 2019. Her most recent publications have appeared in journals such as Language in Society, the International Journal of Business Communication, English for Specific Purposes, and Sociolinguistic Studies.

Table of Contents

List of figures

List of tables

Contributors

Acknowledgments

Disclaimer

Introduction – Irene Theodoropoulou and Johanna Tovar

Part I: Nationalism and country branding

Nationalism and politics

Chapter 1: Enregistering the nation: Bolsonaro’s populist branding of Brazil—– Daniel N. Silva
Chapter 2: The sociolinguistic saffronisation of India—– Jaspal Naveel Singh
Chapter 3: "There is a wonderfully contrary spirit among the British people": Conservative MPs’ (un)successful branding of the British nation in the Brexit debate—- Nora Wenzl

Nationalism and diversity

Chapter 4: The overflow of Peru’s country brand: National narratives, recognition, and moral brandedness in neoliberal Peru—– Gisela Cánepa Koch
Chapter 5: Sociocultural diversity: An opportunity for branding or a problem? The case of Chile—– Ignacio López Escarcena

Nationalism and cosmopolitanism

Chapter 6: "The Sweet Life" and the Russian nation: The role of a TV serial in the process of nation branding—– Katharina Klingseis
Chapter 7: Singapore’s nation branding through language policy: 'Commercial nationalism' and internal tensions—– Luke Lu
Chapter 8: Legitimizing national, striving cosmopolitan: Branding of post-Soviet city space in Almaty, Kazakhstan—– Juldyz Smagulova and Kara Fleming
Chapter 9: The republic’s new clothes: Reimaging and branding a post-reunification Germany—– Johanna Tovar

Nationalism and time

Chapter 10: The narrative arc of nation branding: Staging Shanghai World Expo 2010 in historical events—– Jackie Jia Lou
Chapter 11: "Deliver amazing": Qatar as a branded architectural discourse in World Cup 2022—– Irene Theodoropoulou

Nationalism and (in)authenticity

Chapter 12: National anxieties in polite disguise: Cool Japan branding and the inversion of globalization—– Rebecca Carlson
Chapter 13: Translation, transliteration, and translingualization: On the possibilities of 'Korea' in the linguistic landscape—– Jerry Won Lee

Part 2: Place and country branding

Place as branded destination

Chapter 14: "Milano, a place to be": Expo 2015 and the chronotopic rebranding of Italy’s moral capital—– Aurora Donzelli
Chapter 15: "We all sell wine, but it comes back to the land really": The narrative construction of place in Australian wine branding narratives—– Kerrilee Lockyer
Chapter 16: Social media branding: The case of Mykonos, Greece on Facebook—– Irene Theodoropoulou
Chapter 17: Place branding in its place—– Asif Agha

Place as a tourism-related brand

Chapter 18: Potential of destination branding for tourism promotion in Cameroon—– Evelyne N. Tegomoh and Jeff M. Molombe
Chapter 19: Tale of Two Cities: Tourist destination branding and its role in nation branding in France—– Adam Wilson
Chapter 20: Conflicts over authenticity and overtourism in destination branding: 'Blame the Bieber effect' in Iceland—– Natalia Yannopoulou, Koblarp Chandrasapth and Darren Kelsey

Index