Harmonizing Political and Marketing Aesthetics: Insights from The Chess Olympiad 2022
Andrew Veda WS,
Luke Gerard Christie
Abstract:This article explores how the Government of Tamil Nadu, India, utilised strategic mass communication methods that emerged from a fusion of political and marketing strategies to create an aesthetic approach that elevated Chess Olympiad 2022, an event typically less in the public eye, into a spectacle that captured widespread attention by focusing on the event’s impact on their cultural identity and the subsequent construction of a narrative of global cultural leadership. The marketing strategy of the Government… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.