Country Brand: a critical reading for Latin America inspired by the philosophy of Well Living
The article presents an analysis on the concept of Country Brand from a critical perspective, resorting to revision of a theoretical and documentary sort, aimed at establishing its key defining and distinctive elements backgrounded by its development and technical implementation, considering the spe...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Ecuador |
| Institución: | Revista CHASQUI |
| Repositorio: | Revista CHASQUI |
| Idioma: | español |
| OAI Identifier: | oai:ojs.www.ciespal.org:article/3072 |
| Acceso en línea: | https://revistachasqui.org/index.php/chasqui/article/view/3072 |
| Access Level: | acceso abierto |
| Palabra clave: | symbolic image of the state optimal identities brand experience semio-capitalism counterhegemonic communication human development imagen simbólica del Estado óptimos identitarios experiencia de marca semiocapitalismo comunicación contrahegemónica desarrollo humano Marca imagem simbólica do Estado ótimos identitários experiência de marca comunicação contra-hegemônica e desenvolvimento humano |
| Sumario: | The article presents an analysis on the concept of Country Brand from a critical perspective, resorting to revision of a theoretical and documentary sort, aimed at establishing its key defining and distinctive elements backgrounded by its development and technical implementation, considering the specificity of its nature as a semiotic entity in the field of communication and culture. On this grounds, a brief analysis is proposed, under which its potentialities, scope, limitations and even distortions from the perspective of the “Well Living” philosophy are examined, taking as scope of application the case of Latin America and the Caribbean. |
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