Branding South Korea in a Competitive World Order: Discourses and Dispositives in Neoliberal Governmentality

Since 2008, the South Korean administration has invested significant budgetary and political resources in its nation branding strategy, involving the private sector and Korean citizens in this endeavour. This article takes Korea as an exemplary case study of the way many states have enrolled their citizens, through nation branding, in the construction of a collective competitive identity. This study is based on an empirically deductive methodology, looking at the industry literature on nation branding, official sources, iconography and videos from the Korean nation branding campaign, and drawing on interviews with actors and observers of this campaign. I suggest that Korean nation branding should be seen as a continuation of the capitalist developmental project initiated by Park Chung-Hee in 1960s. Lee Myung-Bak’s nation branding campaign belongs to a series of strategies aiming at transforming South Korean into a successful global site of capitalist accumulation. This path dependency involves citizen mobilisation, and this is analysed through a Foucauldian prism: this article shows that although modalities of social control have evolved with the democratisation in 1987, they still play a role, combining coercion and non-coercive technologies of the self, in seeking to transform Korean citizens into competitive capitalist subjects.     

The rediscovery of ‘the national’ in the 1990s – contexts,new cultural forms and practices in reunified Germany

This article examines how and in which societal and political contexts nationhood is expressed and symbolised in reunified Germany. This ‘rediscovery’ of nationhood since the 1990s mixes new and old motifs of the cultural repertoire of ‘the national’ for different purposes. Three main contexts triggered a rediscovery of ‘the national’ after 1989: reunification, immigration and the retrenchment of the social state. I argue, by analysing ethnographic material and political discourses, that these contexts, on the one hand, rearticulate old forms of ethnic and cultural nationalism and, on the other hand, create new images and symbols of an open civic society and immigration country. There are ‘playful’ forms, such as campaigns of nation branding, that symbolically include the ‘productive’ and ‘useful’ immigrant into the national project. Moreover, such campaigns serve to legitimatise the downsizing of the national state that – according to a neoliberal attitude – relies on a new community spirit of entrepreneurial, ‘activated’ citizens who ‘help themselves’. Thus, focusing on these pluralised renationalisation processes makes evident how polyvalent ‘the national’ still is. It can be employed by those who attempt to ‘reunite’ the East and West Germans, by businesses to sell their goods and ideas and by almost any political orientation, be it right‐wing or left‐wing.     

Thailand’s Traditional Trinity and the Rule of Law: Can They Coexist?

Abstract

Thailand has seen considerable progress in the rule of law since the seminal 1997 constitution. Yet persistent political instability suggests that as yet the country does not think of the rule of law as binding. What is likely to happen in Thailand with the rule of law, and with governance generally? The argument advanced here is that rule of law principles must contend with the realisation that the traditional Thai trinity – nation, religion and king – has become an inviolable state ideology. Political actors, often aligned with the monarchy, have been using each element of the trinity to undermine both rule of law principles and democratic institutions. Now that long-serving monarch King Bhumibol (Rama IX) has been succeeded by his son King Varijalongkorn, it seems an appropriate time to examine current battles about the meaning of the rule of law and broader struggles for control between elites and popular groups based on competing visions for the state – a problem not only in Thailand but in the region as a whole.     

King Bhumibol: The Symbolic “Father of Water Resources Management” and Hydraulic Development Discourse in Thailand

The present Thai monarch’s reputation in matters hydrological is an integral element of the mythology and symbolism that have characterised his reign. Royalists have carefully constructed the king as a semi-deified “Father of Thai Water Management”, “Royal Rainmaker”, wise inventor of hydraulic technology and planner of “royal initiatives” over a period of six decades. Yet, despite the links that are often drawn between water resources control, spiritual cosmology and political governance surrounding pre-modern Southeast Asian rulers, there has been surprisingly little critical scholarship undertaken on this contemporary aspect of kingship and state-making in Thailand. This paper examines the evolving discourse surrounding the monarchy and hydraulic development as a response to a perceived neglect regarding the central role of water in cementing the king’s power and legitimacy. It argues that King Bhumibol’s apparent hegemony in the national water resources governance paradigm has been an essential element underpinning the longevity and authority of his reign, partly facilitated through the workings of a network of allied strategic interests. Drawing from a range of sources, this paper makes a cautious start in addressing the subject and attempts to open up a space for further critical reflection and discussion regarding the significance of water resources control to Thailand’s royal statecraft.     

Readings on Thai Justice: A Review Essay

Abstract

How far can judges hope to address Thailand’s political problems? This article reviews six Thai-language books dealing with various aspects of the judiciary, exploring the historical and intellectual origins of the institution. Thirayudh Boonmee’s 2006 call for a judicialisation of politics – his own elaboration of two important royal speeches – builds on judges’ longstanding belief that they are acting “in the name of the King”. But their narrow, formalistic training ill-equips them to exercise broad powers. The article contrasts judges’ idealised self-understandings (as seen in a popular book on how to become a judge by Natthapakon Phitchayapanyatham, and in the 2010 Judicial Code of Ethics) with revisionist perspectives on the judiciary developed by critical scholars Nidhi Eoseewong, Piyabutr Saengkanokkul, and Somchai Preechasilapakul. Whereas judges may imagine themselves to be acting directly on behalf of the monarchy, revisionist scholars insist that since 1932 judges have formed part of a modern democratic order, in which they need to be more transparent and accountable. A close reading of these books reveals that there is no shared agreement in Thai society about the nature or basis of judicial authority.     

Rights as Wrongs: Legality and Sacrality in Thailand

Abstract

Interviews with injury victims in northern Thailand (Lanna) conveyed a pervasive sense of injustice in their daily lives but a notable absence of the language of rights. Despite the proliferation of rights-based discourses, organisations, and institutions in Thai society, interviewees tended to disfavour the pursuit of rights because they believed that resort to the legal system would subvert Lanna traditional practices and would add to the bad karma that caused their suffering in the first place. This article traces fundamental contradictions in northern Thai concepts of justice arising from the imposition of “modern” systems of law and religion by the central Thai (at that time Siamese) government in the late nineteenth and early twentieth centuries. It views the legal modernisation project as a continuation of earlier efforts to impose central control over outlying regions by curtailing what were viewed as deviant cultural practices in order to weaken rival political, religious and legal traditions. The transformation of law in Lanna – from the Mangraisat tradition to a European-style legal framework – should therefore be viewed in conjunction with other cultural and political transformations initiated from Bangkok. Current expressions of disaffection and confusion about justice are rooted in this broader historical process.     

All the World’s a Stage: Promotional Politics and Branded Identities in Asia

ABSTRACT

This article highlights key questions raised by the growing concern for global competitiveness and promotional politics in contemporary Asia. Global politics is increasingly governed by promotional imperatives and in the last two decades it has become a common practice for governments to engage in nation branding. Asian states have been particularly eager to implement such promotional strategies, as their rapid development in the last decades has increased their international presence and the overseas expansion of their national corporations. Why and how do Asian states promote themselves? Where and how do promotional imperatives interact with traditional state policies? How are national identities produced, reproduced and challenged through promotional practices in Asia? This article introduces a series of three articles that underline the significance of these policies with regard to renewed, market-based forms of nationalism in the region. It highlights the way questions of image projection within a global capitalist order are becoming crucial for major emerging Asian economies such as China as they integrate and seek to reshape the global political economy. Finally, it considers how, in several regimes in the region, nation branding and the necessities of image projection serve as powerful governance tools to recreate apolitical versions of national identities that serve domestic political purposes.     

Political Dynasties in Thailand: The Recent Picture after the 2011 General Election

This article seeks to understand the patterns of family-based politics in Thailand’s 2011 House of Representatives election. The key question is whether the political dynasty, a sequence of political leaders who are considered members of the same family, is still a determining factor in Thai elections, and if so, to what extent compared to the past. Drawing on a rich set of data collected from election results between 1979 and 2011, this article argues that the political roles and influences of many political dynasties have become more complicated and have tended to increase, although some have experienced defeat in elections. The article finds that while belonging to a political dynasty could give new dynastic faces a better chance of winning a House election in their constituency than their non-dynastic counterparts, the most influential factor for electoral candidates in winning a House of Representatives election is belonging to the Pheu Thai Party or the Democrat Party. This article thus suggests that one of the best ways to avoid the monopoly of one or a few political families in Thai politics is to empower and support party members and eligible voters to meaningfully engage in political parties’ affairs and activities.     

Modelling diversity: cultural district policies in Doha and Singapore

ABSTRACT

Over the last twenty years, cities around the world have seen the multiplication of cultural district projects, which aim to concentrate cultural organisations in a circumscribed urban space, or to label a neighbourhood’s cultural scene. This paper examines the adoption and adaptation of a globally circulating cultural policy model as an instrument of urban governance. Moving away from the notion of policy transfer, understood as a neutral and unidirectional process through which successful culture-led development models spread to other contexts, I show how local actors mobilise external references to position themselves in a transnational cultural policymaking field, and construct their city as a model. I compare the multi-scalar politics of urban modelling in Doha and Singapore, where globally circulating culture-led development models have been introduced not only as instruments of economic growth, but also as diversity management tools. On the one hand, cultural districts serve as discursive nation building/branding instruments to project an imagined identity locally and internationally. On the other hand, urban elites can mobilise cultural districts to make strategic shifts in the diversity management discourse, through an engagement with the urban environment, and the co-optation civil society actors at multiple scales.     

Film policy in Japan – an isolated species on the verge of extinction?

This article examines changes of the place that film has occupied in the public policy of the Japanese government, including not only cultural policy per se, but also industrial and economic policy. After describing some of the distinctive features of the Japanese film market, this paper discusses the inadequate basis of the government’s cultural policy for film. Film in recent years has received some attention as an industry with export potential, particularly with the rise of ‘Cool Japan’, the policy of promoting Japanese culture abroad as a tool for economic and diplomatic aims. In the chequered history of economic growth strategies and nation branding of recent years, the film industry has had some good news but received no serious attention either as a sector with economic significance or as a form of national culture.     

Branding the United Nations: The Adoption of the UN Insignia and Flag, 1941–1950

Abstract

This article contends that the symbols of the United Nations (UN) have played a vital role in establishing the organization’s identity and in protecting its personnel. The design and usage of these emblems developed in a number of steps in the 1940s and early 1950s, a process dominated mainly by Americans. Although private admirers of the UN originated a number of serviceable and aesthetically pleasing designs, products mainly of their own self-initiative, the emblems chosen by the UN were prepared by professional designers, starting with an Office of Strategic Services (OSS) team operating under the aegis of the U.S. State Department. The author compares this process to product ‘branding’, and he also sees it as reflecting a longstanding claim to predominance in the internationalist project by technical specialists. In the 1940s, this dynamic revealed itself in rivalry between an elite of liberal internationalist technocrats and ‘populist internationalists’, the former coming to determine the character and choice of UN emblems. Members of the OSS design team had backgrounds in advertising and – not surprisingly – produced a logo-like design. The ultimate product of this process, a UN flag, was adopted in 1947, but it was treated by early UN bureaucrats like a protected trademark of the UN, at least until popular pressure-driven by an outpouring of mass emotion at the time of the Korean War – forced its release for broader public use.     

How ‘creative’ is remembering? Culture-led regeneration and the politics of memory in Bogota,Colombia

ABSTRACT

Recently, Colombia’s post-conflict transition has experienced strong international attention. In Bogota, commemorative politics of the conflict insert themselves in complex processes of place branding: employing culture to rescale the city image from unsafe and violent to culturally vibrant. However, how to reckon with the country’s violent past in the culture-led renaissance of Bogota? Based on the author’s four-month of in-depth qualitative fieldwork on the main street Avenida 26 – at the center of both branding strategies and politics of memory – this paper shows the failure of institutional efforts to promote a brand of Bogota as a ‘City of Memory’. Socio-political divisions over the interpretations of the country’s past result in multi-scalar conflictive negotiations between politics and practices on the street: they reveal the tight link between memory, social justice, and urban segregation while denouncing the exclusionary visions of citizenship bared in political efforts to display memory as a territorial mark.     

HEALTH CONCERNS OF ‘INVISIBLE’1 CROSS-BORDER DOMESTIC MAIDS IN THAILAND

With the rising number of sex venues along the Thai–Burmese border and the perceived links between migration and the HIV epidemic, the Thai authorities and NGOs have begun concerning themselves with health problems of immigrant workers and seeking effective social welfare programmes for them. However, this paper argues that formal service programmes targeting specific groups may not be enough and notes a need to call attention to officially invisible migrants, particularly domestic maids from Burma who are more vulnerable precisely because they are ‘invisible’. The ‘maid trade’ from Burma to Thailand is statistically invisible firstly because domestic work is not recognized as a formal occupation either by the employers or the employees and therefore, they fail to be registered in census data. Burmese female domestic workers in Thailand are normally recruited through informal channels facilitated by regional trans-national networks that also engage in human smuggling. Domestic workers remain invisible in Thailand also because most of them are live-in and tend to work for one family for lengthy periods of time. They are normally out of reach of labour unions, religious organizations, non-governmental organizations and public health services. The fear of being caught as ‘illegal workers’ by the authorities further hinders their contact with the public. This paper also attributes the migrants’ invisibility to the tradition of ‘domestic servitude’ in Thai society. Using three detailed case studies, the paper demonstrates how the invisibility has contributed to the health vulnerability of these women in their daily lives.     

Pop-culture diplomacy in Japan: soft power,nation branding and the question of ‘international cultural exchange’

This paper critically examines the development of what is known as ‘pop-culture diplomacy’ in Japan. In the postwar era, the country’s cultural diplomacy was propelled by the necessity to soften anti-Japan perceptions, notably in Southeast Asia. In the late 1980s, the popularity of Japanese media culture in Asia began to attract the attention of policy makers, while subsequent globalized practices of soft power and nation branding gave greater emphasis to the use of media culture to internationally enhance the image of the nation, which has meant the promotion of ‘pop-culture diplomacy’ and, more broadly, ‘Cool Japan’. It is argued that pop-culture diplomacy goes no further than a one-way projection and does not seriously engage with cross-border dialogue. The Japanese case also shows that pop-culture diplomacy hinders meaningful engagement with internal cultural diversity and suggests the necessity of taking domestic implications of cultural diplomacy seriously.     

From soldiers to farmers: The political geography of Chinese Kuomintang territorialization in northern Thailand

This paper engages with the concept of territorialization through telling the story of the transformation of Chinese former Kuomintang (KMT) soldiers of Yunnanese origin and their descendants living in northern Thailand, from being opium and heroin traders and smugglers, to becoming mercenaries fighting against the Communist Party of Thailand in northern Thailand on behalf of the Thai military, to finally transforming into tea farmers and traders through receiving development aid support provided from the Republic of China (Taiwan). Taiwan's development aid was ostensibly only for humanitarian purposes, but in reality also had important underlying political objectives. We argue territorialization is a more-than-human political technology. In particular, it is argued that territorialization frequently combines both military politics and development politics, even though the literature often separates these two elements, as if they are not frequently intertwined and interrelated. Here, we show how these two forms of politics, one explicit and one much less so, can come together to create new social and economic realities, ones with important geographical and geopolitical implications.     

Russia’s Natural Resources in the World Economy: history,review and reassessment

Abstract

Russia’s role in the global economic system today, and the Soviet Union’s in the past, is dominated by the export of natural resources, particularly oil and gas. The rents earned from these exports are both a source of strength and weakness, as they link the fortunes of Russia’s domestic economy to the volatility of global resource markets. This paper returns to a major research project conducted through the offices of the Association of American Geographers that resulted in Soviet Natural Resources in the World Economy, published in 1983. The project was first conceived in the aftermath of the resource crisis in the 1970s and concluded in the early 1980s as the Soviet Union sought to increase resource exports to support a failing domestic economy. This paper examines the origins, evolution, and management of this seminal work and presents a re-reading of the book in a contemporary context. We develop some of the key themes of the original project and conclude that it has contemporary relevance, as a reliance upon the resource sector remains a defining characteristic of Russia’s political economy and continues to shape Russia’s role in the global economy. We find that the regional dimension that was so important in the original project remains critical as Russia seeks to extend the resource frontier into new regions in the Arctic and the East and, at the same time, reduce its reliance on European markets – that are both stagnant and hostile – by developing new markets in Asia.     

AT THE ROOTS OF THE ‘FINLAND BOOM’

Finland enjoys a positive country image in Japan, where, reportedly, enthusiasm for things Finnish reached the state of a ‘boom’ during the 2000s–2010s. What is this positive visibility based on? To shed light on the foundations of Finland’s visibility in Japan, this article tracks Finland’s national imaging there from a historical perspective. Through an empirical study of Finnish diplomatic archives, the article looks beyond nation branding – the latest mode in the official promotion of states to foreign audiences – and opens a window into the past practices of Finland’s official promotion in the distant East Asian case. In the 1960s, the Press Bureau of Finland’s Foreign Ministry drafted an image policy to support Finland’s neutrality and to broaden the country’s interaction with the West. The policy was implemented through Finland’s embassies, and therefore Finland’s newly defined characteristics also became actively promoted in Tokyo. As a result of this intensification of Finnish public diplomacy in the Cold War, many of the modern aspects of Finland’s later nation branding in Japan were introduced. Of the redefined official autostereotype, cultural and commercial dimensions proved the easiest to promote, whereas its foreign political dimension was met with the most local contradiction.     

PLACE BRANDING GOES TO THE NEIGHBOURHOOD: THE CASE OF PSEUDO‐SWEDISH ANDERSONVILLE

As the centre of Swedish immigration to the United States, Chicago developed several neighbourhoods with a strong Swedish presence. However, the only Swedish neighbourhood that remains is Andersonville, although few Swedes continue to reside there today – it has become a “pseudo‐ethnic” neighbourhood. Drawing from interviews with neighbourhood activists, commercial, and political interests, as well as fieldwork focused on the ethno‐visual markers of the neighbourhood, we analyse attempts of these actors to commodify ethnicity at the neighbourhood level. The process of actively using a Swedish identity in Andersonville involves the use of branding, a marketing concept used by places to promote themselves. This article investigates branding on the neighbourhood level, and also the role of ethnicity in the branding process. Brand managers struggle to maintain the Swedishness of the Andersonville neighbourhood as demographic and economic forces threaten to weaken the Swedish brand.     

‘Lost in Thailand’: the popular geopolitics of film-induced tourism in northern Thailand

The recent blockbuster hit ‘Lost in Thailand’ had more than USD $200 million in ticket sales in China in 2012, and quickly became the nation’s highest-grossing homegrown film ever. Set in northern Thailand, the film has since contributed to the prodigious growth of Chinese tourism in the region. Among other experiences, film-induced tourism in northern Thailand includes the re-enactment of scenes from the film on university campuses, in temples and around the city of Chiang Mai. These intertextual performances have made headlines in national and international media for how they reflect various articulations of cultural dissonance. This paper draws on structured interviews among Thai residents and Chinese tourists, as well as a discourse analysis of English- and Thai-language media reports to argue that popular responses to the impact of film-induced tourism in the region are strongly embedded in historical and contemporary Sino-Thai political-economic relations and corollary geopolitical imaginaries of place. These imaginaries are frequently reconstituted through the ambivalent economies of tourism encounters. This paper contributes to emerging research on how geopolitical assemblages are co-constituted by a range of popular discourses, tourism practices, media engagements, and political-economic relations and how they inform popular geopolitical experience of and in place.     

Europe's odyssey?: political myth and the European Union

The article argues that the European Union, despite being a different kind of polity, has political myths that are similar to those that have characterised nation‐states. It examines two types of political myth – foundation and exceptionalism – and demonstrates that they have been used in an attempt to make the European Union understandable and acceptable as a form of governing. The article also argues that political myths about the EU have had limited success not only because they are based on the same content as national myths but also because they do not always conform to recognisable narrative forms. The EU, with its ambiguous aim of creating ‘an ever closer union’, does not provide the basis for sacred narratives that become normative and cognitive maps that make the new polity ‘normal’ and provide the EU with ontological security.