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Based on ethnographic research on a major nation-branding project undertaken in Macedonia, this paper examines how the state sponsorship of nation branding intersects with emergent forms of governance and social regulation.
This paper examines how the state sponsorship of nation branding intersects with emergent forms of governance and social regulation. Nation branding—the effort to formulate national identity as a commodity that adds value to local goods and services—has increased exponentially in recent years, reflecting a growing dependence of national economies on global markets. Proponents of nation branding celebrate it as a strategy to lure investment and tourism and to stimulate growth. Drawing on ethnographic research on a major nation-branding project that was undertaken in Macedonia, this paper, by contrast, investigates the politics of nation branding and the heightened regulation of public communication and public space that accompany state-sponsored nation-branding campaigns.