The Construction of Nation Identities
Shiyi Chen
Arts Department, University of British Columbia, Vancouver, Canada, 64805161
ABSTRACT This discussion paper explores the importance of the construction of a nation’s identity and assumed ways in which this construction can be made. Two possible ways have been suggested: 1) building a brand and associating it with specific sign values, through this gain the support to national identity; 2) localizing foreign brands or products, enriching them with local elements, and thus conveying a national ideology. The essay closes with a look toward the future, as further researches aiming at the practices of such approaches have been encouraged.
INTRODUCTION
Construction and presentation of our identities …show more content…
The rapid globalization process sees a need for every nation to make themselves distinguished – as otherwise they will be submerged by other countries’ cultural and economic invasions – thus expressing its values and presenting its identity seems rather essential.
This discussion paper explores the importance of the construction of a nation’s identity and how this construction can be made. Two possible ways have been suggested: 1) building a brand and associating it with specific sign values, through this gain the support to national identity; 2) localizing foreign brands or products, enriching them with local elements, and thus conveying a national ideology. The essay closes with a look toward the future, as further researches aiming at the practices of such approaches have been encouraged.
IDENTITY AND …show more content…
Patricia Cormack (2008)’s ‘True Stories’ of Canada: Tim Hortons and the Branding of National Identity has described the famous coffee chain brand Tim Horton’s successful approach of making itself an authentic icon of Canadian national identity.
According to her theory, Canada’s identity was “in crisis” at that time: Canada has been always portrayed as analogous to the United States, a typical symbol of Canada is rarely observed and strong flows of various forms of American culture had transmitted into Canada. As a result, the emergence of Tim Hortons (TH) was greatly welcomed. Though it is not a product of some state effort to promote Canadian culture, it is later recognized as a brand of true Canadian spirits and even legitimated.
Regarded as a nation-related brand, TH builds itself an image of humble, simple Canadians, and has a strong relationship with typical Canada’s features – ice hockey and the cold weather. TH secures its position in Canada by associating itself with the other established aspects of the Canadian identity. The TH word “double-double” has also been added into Canadian
Shiyi Chen
Arts Department, University of British Columbia, Vancouver, Canada, 64805161
ABSTRACT This discussion paper explores the importance of the construction of a nation’s identity and assumed ways in which this construction can be made. Two possible ways have been suggested: 1) building a brand and associating it with specific sign values, through this gain the support to national identity; 2) localizing foreign brands or products, enriching them with local elements, and thus conveying a national ideology. The essay closes with a look toward the future, as further researches aiming at the practices of such approaches have been encouraged.
INTRODUCTION
Construction and presentation of our identities …show more content…
The rapid globalization process sees a need for every nation to make themselves distinguished – as otherwise they will be submerged by other countries’ cultural and economic invasions – thus expressing its values and presenting its identity seems rather essential.
This discussion paper explores the importance of the construction of a nation’s identity and how this construction can be made. Two possible ways have been suggested: 1) building a brand and associating it with specific sign values, through this gain the support to national identity; 2) localizing foreign brands or products, enriching them with local elements, and thus conveying a national ideology. The essay closes with a look toward the future, as further researches aiming at the practices of such approaches have been encouraged.
IDENTITY AND …show more content…
Patricia Cormack (2008)’s ‘True Stories’ of Canada: Tim Hortons and the Branding of National Identity has described the famous coffee chain brand Tim Horton’s successful approach of making itself an authentic icon of Canadian national identity.
According to her theory, Canada’s identity was “in crisis” at that time: Canada has been always portrayed as analogous to the United States, a typical symbol of Canada is rarely observed and strong flows of various forms of American culture had transmitted into Canada. As a result, the emergence of Tim Hortons (TH) was greatly welcomed. Though it is not a product of some state effort to promote Canadian culture, it is later recognized as a brand of true Canadian spirits and even legitimated.
Regarded as a nation-related brand, TH builds itself an image of humble, simple Canadians, and has a strong relationship with typical Canada’s features – ice hockey and the cold weather. TH secures its position in Canada by associating itself with the other established aspects of the Canadian identity. The TH word “double-double” has also been added into Canadian