Beyond economic dependency: Nation branding in Latin America subdued to stereotypes and neoliberal globalization

Abstract

Latin American nation branding has been conceived as an economic development strategy by governments within the region, justified by the commercial and political dependency of their countries on the Global North. This study takes that perspective one step forward, proposing that the economic and political dependency of Latin American countries is embedded in the representations and stereotypes that exist about the region within different forms of global news and entertainment media. Through in-depth interviews with 25 nation branding professionals with extensive experience working on behalf of Latin American governments, this study suggests that existing stereotypes (such as being an “exotic” and/or “dangerous” region of the world) were constantly conceived as an aid and/or a constrain in their work. Theoretically, this study draws from the concept of “promotional regime of visibility.” The goal is to theorize on the existing global power relations between Latin American nations and their counterparts in the Global North to counteract these stereotypes, defined by limited and ambivalent representations of these countries’ social, cultural, and political realities.