Nation branding through mega-events: How “living the brand” influences nation branding - A case-study of Brazil and its citizens -
Author
Caciuleanu, Diana Alexandra
Term
4. term
Publication year
2014
Submitted on
2014-05-30
Pages
69
Abstract
Dette speciale undersøger, i hvilket omfang og hvordan brasilianeres negative reaktioner på VM og de Olympiske Lege påvirker processen med nation branding – den måde et land præsenterer sin identitet og kultur for omverdenen – gennem disse megaevents. Specialet ser på, om brasilianere kan identificere sig selv og deres kultur med den promoverede nationsbrand, hvad der skaber deres negative holdninger til begivenhederne, og hvilke konsekvenser denne adfærd, sammen med negativ mediedækning, kan få for nationsbrandet og Brasiliens image udadtil.
This thesis examines to what extent, and in what ways, Brazilians’ negative reactions to the World Cup and the Olympic Games influence Brazil’s nation branding through these mega-events. Nation branding refers to how a country presents its identity and culture to the world. The study explores whether Brazilians identify themselves and their culture with the promoted nation brand, what drives negative attitudes toward the events, and how this public sentiment, together with negative media coverage, could affect the nation brand and Brazil’s external image.
[This abstract was generated with the help of AI]
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