共创国家品牌:以智利为例

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2022-03-25 DOI:10.1177/2046147X221081179

Pablo Miño, Lucinda L. Austin

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引用次数: 2

摘要

本案例研究考察了《马卡·智利》的国家品牌宣传活动“智利，我真的爱你”。这场运动于2016年至2018年期间进行，旨在促进智利人围绕他们共同的国家象征、传统和文化文物进行对话，以共同创造他们国家品牌的意义。在这篇文章中，我们建议从事国家品牌宣传活动的专业人士应该充当一个国家内不同公众之间对话的促进者，以找到围绕国家身份构成的趋同点和分歧点。探讨了对话和意义的共同创造在公共关系学中的关键作用。

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A cocreational approach to nation branding: The case of Chile

This case study examines Marca Chile’s nation branding campaign “Chile Que te Quiero” (Chile, I Really Love You). The campaign, that ran between 2016 and 2018, aimed to facilitate dialogue among Chileans around their shared national symbols, traditions, and cultural artifacts to cocreate meaning around their nation brand. In this article, we propose that professionals working in nation branding campaigns should act as facilitators of dialogue among different publics within a country to find points of convergence and divergence around what constitutes the identity of their nation. The key role of dialogue and cocreation of meaning within public relations scholarship is explored.

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.