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Communicating Nation Brands through Mass and Social Media

Communicating Nation Brands through Mass and Social Media

Maria De Moya, Rajul Jain
Copyright: © 2016 |Pages: 18
ISBN13: 9781466686144|ISBN10: 1466686146|EISBN13: 9781466686151
DOI: 10.4018/978-1-4666-8614-4.ch091
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MLA

De Moya, Maria, and Rajul Jain. "Communicating Nation Brands through Mass and Social Media." Social Media and Networking: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2016, pp. 1985-2002. https://doi.org/10.4018/978-1-4666-8614-4.ch091

APA

De Moya, M. & Jain, R. (2016). Communicating Nation Brands through Mass and Social Media. In I. Management Association (Ed.), Social Media and Networking: Concepts, Methodologies, Tools, and Applications (pp. 1985-2002). IGI Global. https://doi.org/10.4018/978-1-4666-8614-4.ch091

Chicago

De Moya, Maria, and Rajul Jain. "Communicating Nation Brands through Mass and Social Media." In Social Media and Networking: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1985-2002. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-8614-4.ch091

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Abstract

Nation branding efforts are the means through which many countries attempt to influence how foreign publics perceive them. However, in a media landscape that now includes not only traditional one-way media but also two-way social platforms, countries undertaking these efforts are presented with a series of new challenges. This environment makes it more difficult to manage the issues associated with a nation brand, challenges countries to better communicate their advantages, and allows the public to create its own, potentially competing, messages about a country. Building on previous work on nation and destination branding, this chapter discusses the changing media environment in which nation-branding efforts are taking place, and—through a combination of DICTION®-assisted, manual, and qualitative content analyses—provides evidence of the new media landscape in which nation branding is taking place. The challenges and opportunities created by this new context are detailed, and potential avenues for further research are discussed.

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