181. Nation Branding in International Relations: The Case of Nigeria
- Author:
- Bruna Coelho Jaeger and Izabela Mota Bastos
- Publication Date:
- 12-2021
- Content Type:
- Journal Article
- Journal:
- Brazilian Journal of African Studies
- Institution:
- Brazilian Journal of African Studies
- Abstract:
- Since the end of the Cold War, new forms of public diplomacy have been invented, especially after the advent of mass communication. The use of Nation Branding in International Relations has increased, as a supple-ment to one of the functions of public diplomacy: that of image creation and state propaganda. This method can be considered a way of restructuring a country’s business environment and projecting its international image, an image that is true to its national culture and history. Thus, its objective is to stimulate the reconstruction of foreign policy and international trade through the commercial refinement of a country. These are, hence, programs jointly led by state institutions and private enterprises.There is a constant struggle by countries to expose their identities and images in a positive way (Dinnie 2008), as they can’t be perceived by the International State System in accordance to their true cultural and political identity, essentially because these are subjective identities (Wendt 1992). Therefore, in order to understand this identity in an intersubjective way, an efficient system is necessary, such as Nation Branding. So, perceptions of identity must be collectively shared, otherwise there won’t be an interaction based on common interest in the International State System (Wendt 1999). Nation Branding is thus used as Nigeria’s main resource to break the colonial paradigm manipulated by the West.In light of this, this article’s main objective is to analyze the case of Nigeria’s Nation Branding in order to report on the danger of a single story and its impact on the country’s positioning internationally. Nigeria is a land of ancient kingdoms and multiple ethnic groups3, which until present days suffer the consequences of the scramble for Africa. In this way, the image that the West projects of Nigeria is that of “corruption, abuse, tribalism, religious fanaticism and lack of the most basic aspects of daily life” (Nation Branding 2009).
- Topic:
- International Relations, Propaganda, Public Diplomacy, and Image Creation
- Political Geography:
- Africa and Nigeria