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.     

City branding in polycentric urban regions: identification,profiling and transformation in the Randstad and Rhine-Ruhr

In polycentric urban regions several distinct cities, none of which is dominant, cooperate and compete with each other to attract inhabitants and firms. In such settings city branding strategies do not solely affect one city, but the entire region. We examined how city branding in the face of ecological modernization, that is, delivering higher added economic value, while lowering environmental impacts, is playing out in the Dutch Randstad and the German Rhine-Ruhr. Our findings show that regional identity formation occurs at the sub-polycentric urban region level, coinciding more with (historical) economic profiles than with planning imaginaries. The Dutch cities profile themselves more along the lines of ecological modernization than their German counterparts. Differences between subregions within each polycentric urban region are also noticeable, where more industrialized regions, such as the Ruhr or southern Randstad focus on ‘green’, ‘liveable’ and ‘knowledge-oriented’, while cities with stronger knowledge-intensive sectors portray themselves as ‘smart’ or ‘sustainable’. Cities generally substantiate their profiles through projects, but a significant gap persists between reality and aspirations for improved environmental conditions. This is especially true for the Dutch cities, where many claims, but little visible action can be observed.     

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.     

国外旅游目的地品牌化研究现状与分析

20世纪90年代末以来,旅游目的地品牌化研究逐步受到关注。本文在回顾国外相关研究文献的基础上,从旅游目的地品牌化概念、旅游目的地品牌构建、旅游目的地品牌传播、旅游目的地品牌管理以及旅游目的地品牌评估等五个方面对研究状况进行归纳,并就其中存在的某些局限提出了一些见解,以供国人在相关研究中参考。     

Playing outside the box – on LEGO toys and the changing world of construction play

This article deals with three major instances in the history of the LEGO Company. First, it investigates the transference from wood to plastics as the main material used in creating LEGO toys, and also the innovations in plastic molding machines that influenced the interlocking mechanism of the LEGO bricks. Second, this article deals with a rather unfortunate episode from the LEGO history, namely, the period between the late 1990s and the early twenty‐first century when the LEGO Company felt the need to extend its brand image through diversifying its product range. Unfortunately, this led to a confusing, rather than a strong brand image and resulted in heavy financial losses in 2003 and 2004. Third, this article looks into recent attempts by the LEGO Company to bring the fans into the company in order to revive the LEGO brand and its products. This part focuses on Mindstorms 2.0 and Mindstorms NXT, especially, in order to illustrate the increase in user involvement in LEGO product development.     

旅游目的地定位研究中的几个理论问题

基于对目前我国很多地区在旅游目的地营销方面存在问题的观察,本文探讨了与旅游目的地定位相关的几个理论问题,旨在分析和澄清定位与品牌化的关系、旅游目的地的定位目的、品牌定位与品牌形象的关系、目的地形象的形成原理以及旅游目的地定位的原则,并就个别术语的使用问题提出个人见解.     

旅游地品牌化中的旅游形象与旅游口号

本文从旅游地品牌构建的角度对旅游形象进行探讨,得到以下认识:首先,旅游口号是定位口号和营销口号的统称,它们分别表述旅游形象中的理念形象和营销形象。其次,旅游地(品牌)形象规划可分为"确定质量方针--定位理念形象--设计营销形象"三个层次,其中质量方针诉求"内部市场"、营销形象针对"外部市场"、理念形象则是"内"与"外"之间的桥梁和纽带。再次,旅游地品牌是一个属性--利益--价值的阶梯,其中定位口号传播旅游地品牌属性,营销口号传播的则是旅游地品牌利益和价值。     

Architectural rumors: unrealized megaprojects in Baku,Azerbaijan and their politico-economic uses

This article examines the agency of unrealized megaprojects in bolstering economic activity, legitimizing political regimes, and expanding designer’s portfolios. It argues that such proposals serve as a form of “Architectural Rumor,” providing politico-economic agency despite ultimate project infeasibility. Specifically, it looks at two case studies of proposed yet unrealized island megaprojects in the city of Baku, Azerbaijan: the 2009 Zira Island Master Plan and the 2010 Khazar Islands Plan. Spectacular urban design and architecture have long served as catalysts for development, investment attraction, and real estate speculation. As cities compete with one another to lure capital and boost their global status, many design proposals have become increasingly expensive, ostentatious, and technologically sophisticated. The high-risk financial nature of grand urban design proposals and their frequent associations with displacement or environmental destruction suggests that the megaproject model is becoming flawed. At the same time, there remain advantages for clients and politicians to proposing designs that are more spectacular than feasible. Using a mixed-methods approach, four key arenas in which unrealized proposals circulate are described. The various benefits and detriments of such an approach to architectural commodification are also discussed, foregrounding the broader societal costs.     

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.     

The reinvention of terroir in Danish food place promotion

ABSTRACT

This paper conceptualizes place branding narratives that mobilize local food and contemporary gastronomic trends by revisiting the notion of terroir (taste of place) as a strategic marketing asset. In particular, it explores how rural tourism destinations with little or no gastronomic heritage exploit the discourses of New Nordic Food to create a distinct sense of place. An extensive review of the literature identifies two conservationist strategies by which terroir narratives are constructed (accreditation and patrimonialization), neither of which fully captures the particular rhetorical approaches shaping the Nordic terroir. Drawing on empirical illustrations from Danish rural destinations, the paper argues that terroir can be reproduced and invented through manipulative rhetorical approaches and identifies two novel, transformational strategies framing terroir narratives (exoticizing and enterprising). The paper contributes with a conceptual model conceived through a unique combination of place-specific (typicality) themes and market-specific ideologies, which has the explanatory power to distinguish Nordic terroir narratives from earlier articulations of taste of place.