The Nordic Wave in Place Branding
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The Nordic Wave in Place Branding

Poetics, Practices, Politics

Edited by Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy

The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries call for more research into the global relevance of Nordic place-branding practices. This book offers a timely attempt to unpack the specificity of the Nordic in regard to place branding by gathering different transdisciplinary accounts written by researchers in marketing, tourism, geography, communication, sociology and political science.
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Chapter 18: Market-mediated feminism and the Nordic: a commentary on the political dimension of place branding

Cecilia Cassinger

Abstract

This commentary ties together the contributions dealing with the political dimension of Nordic place branding in the Part III of the book. The aim of the commentary is to advance feminist thinking on place brands by reflecting on feminism and gender equality as core political components of the Nordic brand. Feminist lenses are suggested to be important to identify and name systems of inclusion and exclusion in the making of nationhood and nation brands and help us understand how gendered orders can be altered. However, the radical potential of feminist politics is argued to be lost when mobilised in place branding discourse and marketed to foreign and domestic audiences. Branding neutralises political messages in order to appeal to a diverse international public. The implications of market-mediation for feminist analysis of place branding are discussed and a way forward is outlined.

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