Selling and consuming the nation: Understanding consumer nationalism

Abstract

In recent years, nations have regained prominence as central symbols of political unity and mobilization, and proved capable of serving political goals across the political spectrum. Yet, the current revival of the national extends well beyond the realm of politics; it is anchored in the logic of global capitalism, and has become inextricably intertwined with the practices of promotion and consumption. Our article seeks to map the interface between nationalism and economic life, and bring some clarity to the so far fragmented debate on the topic, which developed under diverse headings such as 'economic nationalism', 'nation branding', 'consumer ethnocentrism' and 'commercial nationalism'. We focus more closely on developing the concept of consumer nationalism, which received little sustained attention in cultural studies and in social sciences and humanities more generally. We offer a definition of consumer nationalism, situate it visa -vis the broader phenomena of economic nationalism and political consumerism, and propose an analytical distinction between political consumer nationalism and symbolic consumer nationalism. Drawing on existing literature we then consider a range of examples and examine how these two forms of consumer nationalism become involved in the reproduction of nationalism, taking into account both consciously nationalist discourses and practices as well as the more banal, everyday forms of nationalism.

The ideological work of the daily visual representations of nations

“…Furthermore, in becoming increasingly involved in the selling of products and services (Kania‐Lundholm ), the nation turned into the promise of a competitive advantage in a global marketplace (Aronczyk ). Overall, these practices ‘privilege the economic route to nationalism, meaning nationalism is increasingly reproduced by means of institutions and practices attached to the economic realm’ (Castelló and Mihelj : 6). Importantly, nation‐branding practices de‐politicise and de‐historicise nations and nationalisms, remaining incompatible with the ideals of democracy (Aronczyk ; Kaneva ).…”

Consumption and Nationalism of Indonesia: Between Culture and Economy

“…Castello and Mihelj identify relations between nationalism and economic; (1) commercial and corporate nationalism focus on commercial and corporate entities and use of nationalist discourse to promote particular goods and services; (2) nation branding of state-led efforts in promotional campaigns to enhance national image and to boost national economy, and (3) concepts of ethnocentric consumption, ethnoconsumerism, consumer nationalism, or consumer patriotism as activities of consumers related to national belonging [5]. Nation branding then became a core that ties both political and commercial actors.…”

“…Nation branding then became a core that ties both political and commercial actors. Kania-Lundholm [6] mentioned that a dual process involves a simultaneous nationalization of the commercial and the commercialization of the national; commercial entities use nationalism to sell goods and services while states use marketing techniques to develop national brands. According to Volcic and Andrejevic [7], the dual process refers to commercial nationalism when states and societies start envisioning themselves as corporations to make a profit from their national culture.…”

“…In this paper, the authors only focus on SCN because this type draws more attention to the culturaloriented ends. Castello and Mihelj [8] note that SCN draws reproduction of nationalism by consuming, using, buying or wearing product or services that are either produced nationally or otherwise recognized as national. This consumer nationalism can be seen by consumer behaviors in Indonesia.…”

Székelyföld a kirakatban. Szimbolikus tárgyak és árukörforgásuk

“… Devine, T. M.: The Scottish Nation: A History, 1700-2000, New York: Viking, 1999 Costelló-Mihelj, 2017.21 Costelló-Mihelj, 2017. 9-10.…”