Edwards, L and Ramamurthy, A (2017) (In)credible India? A Critical Analysis of India’s Nation Branding. Communication, Culture and Critique, 10 (2). pp. 322-343. ISSN 1753-9129
Abstract
We offer a political-economic, postcolonial interrogation of nation branding based on the Incredible India campaign. We show how the discursive violence inherent in nation branding promotes internal hegemonies and external market interests at the expense of cosmopolitan ideas of belonging and community. In Incredible India, colonial identities are reinscribed, peripheralizing India in line with the demands of global markets, privileging Western desires and imagination. Internal political hegemonies promoting India as a Hindu nation are also reflected in the campaign, marginalizing minority groups. However, the attempt to construct a unitary nation simultaneously reveals the presence of the “other,” contesting the narrative's boundaries. The analysis confirms nation branding as a fundamentally political process, implicated in the production and perpetuation of inequalities.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016, International Communication Association. This is the peer reviewed version of the following article: Edwards, L and Ramamurthy, A (2016) (In)credible India? A Critical Analysis ofIndia’s Nation Branding. Communication, Culture and Critique. ISSN 1753-9129, which has been published in final form at http://dx.doi.org/10.1111/cccr.12152. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving. |
Keywords: | nation branding; India; postcolonial criticism; Hindutva; neoliberalism; tourism; media |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Media & Communication (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 19 May 2016 10:45 |
Last Modified: | 27 Jul 2018 00:38 |
Published Version: | https://doi.org/10.1111/cccr.12152 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1111/cccr.12152 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:99890 |