This mixed-methods study was designed to determine which global competencies are most sought after in college students and recent graduates who are applying for internships and jobs that are international in scope. A survey of 40 mostly U.S.-based global communicators in strategic communication and journalism and subsequent in-depth interviews revealed that respect for other cultures, listening/observation skills, and understanding others’ worldviews were highly valued. It was also recommended that college graduates have experience traveling abroad and a global network of contacts to enhance their job prospects. Implications for updating college curricula and extracurricular opportunities are explored.
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.
This study unveils how Latin American countries present to the eyes of educated, English-speaking audiences in the promotion of exports, tourism, and foreign direct investment offerings through different nation branding campaigns. Their invitations to come make use of strikingly similar strategies: (1) the “adventurous” foreigner venturing to explore a new land; and the (2) proud, local citizen, telling the newcomer what is so special about their nation. The main goal of this study is to introduce the concepts of “hybridization” and “equalization” as powerful constructs to analyze hybridized representations of Latin American cultures and identities through nation branding. This study adds to existing research on cultural nation branding, as well as critical-cultural studies that focuses on analyses of the “Other,” outlining the limitations of branding as a mechanism to promote contested and multifaceted constructs such as countries.
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