Nation-branding in Practice: The Politics of Promoting Sports, Cities and Universities in Kazakhstan and Qatar

This book explores the political implications of country promotion through practices of 'nation-branding' in Kazakhstan and Qatar, challenging the notion that it is a neutral or economically motivated technique. It argues that nation-branding is inherently politicized and tied to the legitimation of current political regimes, using examples from the sports, urban development, and higher education sectors.

Format: Paperback / softback
Length: 268 pages
Publication date: 29 April 2022
Publisher: Taylor & Francis Ltd

This book delves into the profound political implications of country promotion through the practices of 'nation-branding,' utilizing contemporary examples from the sports, urban development, and higher education sectors in Kazakhstan and Qatar. Widely perceived as a mere superficial marketing technique with limited political significance, nation-branding emerges as a central facet of international politics. However, this book challenges this prevailing notion and presents a fresh perspective. It argues that nation-branding is inherently politicized and intertwined with the legitimacy of existing political regimes.

The analysis begins by exploring a range of everyday practices and sites that have previously been overlooked by international relations scholars. Specifically, the book traces how the political leadership in Kazakhstan and Qatar have employed participation in the international sports circuit, spectacular urban development, and the establishment of 'world-class universities' to cultivate and subsequently stabilize new ideas about their respective states.

By offering a novel analytical lens on nation-branding, this book appeals to students and scholars specializing in Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography. It provides valuable insights into the complex dynamics of nation-building, identity formation, and power relations in the global context.

Dimension: 234 x 156 (mm)
ISBN-13: 9780367493608