Christopher S. Browning, Nation Branding and International Politics – McGill-Queen’s University Press, October 2023
Nation branding is regarded as essential for competitiveness among countries, but the idea of branding nations is often derided as lacking seriousness. While nation branding has been on the radar of scholars of marketing, communication, and media studies, as well as political geography for decades, it has only made a small dent into the international relations field.
In Nation Branding and International Politics Christopher Browning argues that international relations should take nation branding seriously. Nation branding not only involves the issues of culture, identity, and status – which are of principal concern to IR – but it is also a different and potentially fruitful way of reconceptualizing statehood. Mobilizing work on ontological security, anxiety, status, and distinction, and grounding the analysis in a broader historical context, Browning finds that nation branding is politically significant, though not necessarily for the reasons its advocates claim. Specifically, the book raises important questions about nation branding’s influence on the constitution of national identity, the reframing of citizenship, and the topography of contemporary geopolitics.
Nation Branding and International Politics considers how status, prestige, and reputation are constructed and maintained in international society, and how, perhaps, this construction and maintenance may be changing – just as the practice of nation branding is changing.
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“The European Union is often seen as a cosmopolitan rejection of violent nationalism. Yet the idea of Europe has a long, problematic history—in medieval times, it was synonymous with Christianity; in the modern era, it became associated with ‘whiteness’. Eurowhiteness exposes the EU as a vehicle for imperial amnesia. Narratives of European integration emphasise the lessons of war and the Holocaust, but not the lessons of colonial history. The EU is about power as much as peace—and civic ideas of Europe are being displaced by ethnic and cultural ones. Since the 2015 refugee crisis, whiteness has become even more central to European identity—a troubling new turn in Europe’s long civilisational project. It is time to confront the relationship between ideas of Europe and ideas of race.”