When the locals are Othered: hybridized representations of Latin American cultures and identities through nation branding

Abstract

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.