05 Bolin Stahlberg

8/8/2019 05 Bolin Stahlberg

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Between Conity an CooityNationalism and Nation Branding

Gan Boin & Pe Stbeg

Nationais as a poitica ieoogy is seing bay o o age tese ays.Te notion o a istoicay eacate peope, o Volk, wo ake p tecoe o essence o a nation an otivate it as a geo-poitica entity, is ayconvincing, an te o it oten takes, its intoeance towas ieent ot-es, sees qite nattactive to ost peope. Te nation as an oganisationapincipe, oweve, sti sees to be enjoying vita eat. Fo exape, it asbeen pointe ot tat tee ave neve been so any nation-states in te woas tee ae toay (e.g. Jacobsson 2006), an new ones ae sti being ae.As a case in point, Eope expane by one state wen Kosovo ecae its

inepenence in Febay 2008, ate aving been a pat o Sebia itse anew nation-state in post-Ygosavian Eope. Fteoe, as Caig Caon(2007) as ecenty pointe ot, it is ict to tink away te nation becaseeocatic states epen on socia soiaity an ts eqie soe notion ote peope as active an coeent.

I te iea o te nation, ten, is sti vai, atog te ocia etoic onationais is ate obsce, we st ask oseves in wic ways nationsae constcte ctay an ieoogicay toay. Ceay, te tenency toiscss te nation in pincipes woke ot in te 19 t an 20t centies asits iits. Instea, we nee to ty to n oes o nestaning te etoic

o te nation in eation to contepoay eiate iscoses an stategies,oten gone in a neo-ibea cta ogic. Tis is aso te ain task o teoowing, wee we ook at two ecent sccess pojects o nation baning:Estonia an Inia. Ove te past ecae, bot tese conties ave ae con-sieabe eots to estabis teseves in te goba econoy wit te epo easione nationa iages. We wi age tat in te ea o neo-ibeais,te nation is becoing soeting qite ieent o te iagine conityo bygone ays, an tat nation baning as becoe a istoicay specico o pocing iages o te nation.

O ain agent oows tee ines. Fisty, we age tat nation-states aetoay inceasingy acting in te sae way as coecia entepises o. Aongte agest 100 econoic entities in te wo, it as been estiate tat ony


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GrAN BOlIN & PEr SThlBErG

49 ae nation-states.1 Atog tese ges ae igy contovesia, te seeact tat tey ave been cacate points to te wiingness to eqa nationaeconoy wit copoate econoy. As we wi age beow, tis wiingnessaso opens o state ainistations to peceive teseves as copoations,

ente into new aiances wit, o exape, copoate actos, an aopt ogicssiia to copoate boies. One sc ogic is te baning ogic o avetisingan Pr, wic takes its ost expicit o in nation baning.

Secony, an as a conseqence o te st agent, te past ecae aswitnesse a sit in aience aess in te eots to constct nations. Tetaitiona nationaistic etoic is iecte towas a oestic aience, tyingto niy an bi socia soiaity. Te new etoic is, to te contay, iectetowas an intenationa aience o investos, atog te o nationaisticetoic can soeties be se as a esoce (o exape in te aess to

oeign toists).Tiy, an as a conseqence o te above tenencies by wic nation-states ente into aiances wit copoate actos, we age tat tee as beena cange o tepoaity in te nationa etoic. I nationais peviosyooke backwas to istoy in stategies o inventing taition (hobsbawan range 1983), toay nations ae constcting teseves in te aking,ocssing on wat is to becoe, on potentiaity an on te te.

In te oowing we sa bing sbstance to tese agents, beginningby caiying o concepts o nationais, baning, nation baning, ctatecnoogies, etc. Secony, we wi teoeticay iscss te ise o age-scae

aketing an pbic eations stategies, an ow tese ave evove istoi-cay to te point wee we ae toay, wit nations acting ike copoations.We wi aso inicate te specic aeas in wic tis eveopent as been asost evotionay (as tee ae sti aeas wee taitiona ways o escibingte nation ae pevaent). Tiy, we wi intoce o two epiic exapesto iinate tese istoica pocesses, base on o obsevations o Estoniaan Inia. Bot nations can be sai to be invove in a e-coonising poc-ess Estonia o its coonia Soviet past, an Inia o its coonia Bitispast. Atog te conties sae tis coonia expeience, tee ae aso vastieences between te: Inia is one o te age popations in te wo

(ogy one biion inabitants), wie Estonia co be consiee one o teino states wen it coes to its popation o 1.4 iion. We wi natayobseve tese an ote ieences in oe to exten o agent an sowow pocesses o nation baning ae becoing a oinant way o ening tenation. We wi en te atice wit sggestions o te eseac inoeby a e-togt concept o te nation.

Fo Biing to Baning te NationNationais, tat pincipe tat os tat te poitica an nationa nit sobe congent (Gene 1983: 1), as aways encopasse cta qaities,


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BETWEEN COmmuNITY ANd COmmOdITY

pointing towas tose bons tat ae te essence o te nation. In te 19tcenty, wen any o toays oe nation-states wee bon, cta eitagewas constcte as an expession o tis essence. Inee, te pojects o nationbiing wee ooking backwas, to istoy, in stategies o inventing taition

(hobsbaw an range 1983). mc o tis essence was to be expesse initeate an ote at os, oten in popa os sc as sic (see e.g.Boan 2004), o in anscape painting (Aas an robins 2000: 9). manyo te agents in tis pocess wee ts atists, bt aso inteectas, an teieots wee iecte towas a oestic aience.2

Cte, cta pactices an cta expessions ave ts been poinentingeients in eots to constct nations, an ave been se as tecniqeso consoiating geo-poitica entities sc as nation-states, at east since teEnigtenent. We can ca tese cultural technologies, as tey ae toos o te

constction o, aong ote tings, nation-states. O cose, cta tecnoo-gies can be anyting o te basic conicative toos o angage as sc,ove pen an pape to copex conicating instittions sc as jonais,iteate an te popa cte insties. howeve, wat we ae pointing tooe specicay in tis context ae tose conicative toos epoye byte ass eia, avetising an pbic eations (c. Bean 1992).

Wat is caacteistic o te cta tecnoogies as tey wee se in teate 18t an te 19t centies is tat tey wee aie, to vaios egees oppose, at constcting iagine conities (Aneson 1991) ot o oeo ess eteogeneos gops, etnicities, casses, etc. Te ain tecnoogies

se wee te pint eia: newspapes an iteate, bt aso at. late, onecan a an aio (c. lgen 1990). Toay, te tecnoogica anscapesae oe eteogeneos, an te ange o cta tecnoogies accoingywie.

In te beginning o te 20t centy, te avetising insty state to gow.3Avetising in tose ties eant avetising conse goos, tat is, ateiacooities tat conses so coose ove copeting pocts o oteanactes. As Jean Baia (1972/1981), aong otes, as obseve,avetising cae to poce signs tat becae inceasingy atonoos ote cooities tey wee sppose to se, an te ban tat was initiay

te sign epesenting te qaity o te poce took on qaities o its own.Te ban itse becae te cooity, ate tan te oigina object tecopany set ot to avetise o. Wit te ise o te tois insty towaste en o te centy, avetising expane to ince not ony ateiagoos o pcase, bt aso paces. Ts eveope estination baning inte 1970s (hanna an rowey 2008: 63). Te appication o aket tecnoo-gies to poote cities, viages, egions in te goba aketpace, is aso apenoenon tat as attacte incease acaeic inteest atey (mogan eta. 2004b: 3, roy 2007). mc o tis eseac as ocsse on te toisinsty, an toist estinations (ence estination baning), wit toistesots being anayse in tes o tei attactiveness an abiity to attact o-eign (an oestic) toists an visitos. Tis as atey expane to becoe


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pace baning, to ince paces ote tan toist estinations sc as citiesan egions (hanna an rowey 2008).

It is not nti te en o te ast centy, oweve, tat te concept ona-tion brandingappeae. Nation baning, ten, is te penoenon by wic

govenents engage in se-conscios activities aie at pocing a cetainiage o te nation-state. One eay exape o a nation baning capaignwas te Ban Estonia capaign initiate in 2001 by te Estonian govenentin connection wit te Eovision Song Contest aangeent in Tainn in may2002, in wic te Bitis Pr agency Inteban was ie by te EstonianGovenent to ceate a cea stategy o te iage anageent o Estoniaintenationay.4 howeve, it is obvios tat siia capaigns ae initiate byany govenents aon te wo, wit siia objectives: d bist det-scan in Geany is bt one exape. Coo Bitannia, Ban Astaia

(Bown et a. 2004) an Ban Singapoe (Ooi 2004) ae ote exapes, asis Ban Inia.Nation baning as eceive soe scoay inteest atey, ost notaby

o econoists an scoas in bsiness ainistation. howeve, as asbeen obseve by Se Cy Jansen (2008) an meissa Aonczyk (2008), veyew o teses sties ave been concte o citica pespectives. manyo tose witing on te sbject ae aso eaviy invove in te pactice o na-tion baning, ost notaby Sion Anot an is Nation Ban Inex (www.nationbaninex.co; see aso sevea exapes in te eite coection bymogan et a. 2004a).

O cose, it co be age tat nations ave aways engage in baningactivities, atog te penoenon as not aways been abee as sc.Inee, te Wos Fais o te 19t centy can be consiee to be sc abaning activity, wit te exibitions nctioning as pootiona instittionso nation-states. At te Wo Fais, nations tie to ipess epesentativeso ote nation-states wit te ost avance tecnoogica inventions ante ost ene cta an atistic expessions o tei tie.5 Aittey,te Wos Fais can be consiee an eay bt oe iite o o nationbaning, as tey eey ispaye tecnica an atistic pocts, not popa-tions sc as te wok oce o conses.

Nation baning can be istingise o te eate concept o pbicipoacy. Te atte ees to te activities o a govenent engage in po-oting a cetain iage o its nation-state to be se as an instent o powean infence in intenationapoliticaleations (roy 2007: 571). Nation ban-ing co vey we be an asset to pbic ipoacy, bt is iecte piaiytowas te goba marketate tan poitica actos. Josep Nyes (2004) ecentiea abot sot powe co peaps be egae as a ink between te twoconcepts. Te hava poitica science poesso is concene wit ow teuS so incease its goba powe witot eying on iitay an econoicsce a powe in is tes. Sot powe is te eans to ake oteso wat yo want te to o witot ocing te, a kin o egeony inpactica appication. It invoves te goba spea o Aeican vaes an


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a avoabe iage o te uS, not east tog coecia popa cte(see aso hannez 2007).

Ban EstoniaAs an inepenent an soveeign nation-state, Estonia as a vey sot istoy.Its st peio o inepenence state in 1918 an aste nti 1940, wente conty becae occpie an was bogt ne Soviet e. Te seconpeio state in 1991 wit te coapse o te Soviet union (Piiie 1997).At a ote points in istoy, te geogapica aea as been ne te e ooeign powes: danes, Swees, Geans, rssians, etc.6

Bt wat ae te popa stoies tat ae to abot Estonia? Ae tey not

connecte to events an eations bon in istoy? Jan Ekecantz (2004) aspointe to te act tat ove te 20t centy, two cta ieas abot Estoniaave sown eakabe consistency, as epesente in te Sweis pess:tat o teHansa (a ceebation o coece acoss boes), an tat o te

Backyard(te angeos conitions beyon te boe). Tese ieas avebeen pevaent iespective o wete Estonia as been inepenent o neSoviet e (Ekecantz 2004: 52). histoicay, it is possibe to age tat tesetwo ieas ave tei oots in ieent epocs, weeby te hansa iea is teoe one tat constcts a geo-poitica space gone in te coeciaconnections between cities aong te cost o te Batic Sea, weeas te East

as a constction o te Westen Ote is o ate ate. As as been pointeot by mikko lagespetz, te East-West ivie is oe ecent, an te iea oEope consisting o an Easten an a Westen pat st becae coonpaceing te Enigtenent, wen it epace te peviosy pevaent ivisionbetween te Not an te Sot (lagespetz 2003: 48). So, wen WinstonCci ew te ine o te Ion Ctain o Stettin in te Batic to Tiestein te Aiatic in is 1946 speec at Fton, missoi, an ake te stat ote Co Wa, e ony cone a pevios eacation ine tat a beeneective o neay two ne yeas (Wo 1994: 1).

Tee is no obt, oweve, tat te East-West iea is te oe coon

one toay, not ony in acconts oiginating o te West bt aso in atteptsto age o Estonias etn to te Westen wo (laistin an Viae1997) ate Soviet occpation. Sae hntingtons (1996) we spea tesison te cas o civiisations as oten poven se in te sppot o tisagent, in oe to sow Estonias aiation wit te West, ate tan teEasten civiisations, as e ew te ine east o te Batic States (Viae1997: 130-131).

howeve, at te tn o te mienni, new iages o Estonia state toappea, iages tat wee a o te ones epicting te nation in gey-scaeas an Easten Eopean poo cosin. Fo sevea soces, te stoy o Esto-nia was escibe in tes o sccess, an as a conty tat a ecoveeeakaby we an qicky ate te yeas o Soviet e. In etospect, oe


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Pie ministe mat laa (1992-1994 an 1999-2002) as escibe tis by say-ing tat ate te coapse o te Soviet nion, te conty took avantage o anaow winow o oppotnity to aicay eo its econoy (laa 2007: 1).Te Inex o Econoic Feeo an Te Wa Steet Jona nae Estonia

one o te ost ee econoies in te wo, Te Econoist appointe teconty as a oe oe o Eu appication states, Newsweek wote abot itssccess stoy ne te eaing Te litte Conty Tat Co (laa 1996: 97),an sevea Sweis newspapes ceebate te entepeneia spiit o teEstonian peope. Te conty was aso epote on as being avance wenit cae to te se o oen inoation an conications tecnoogies(ICTs), especiay obie tecnoogy. It was aso epote tat 90 pe cent oa banking tansactions wee concte ove te Intenet in 2002, an tatSweis investos sc as Eicsson an Teia wee engaging in Estonia (e.g.

dagens Nyete Jne 18, 2002). Bt it was not ony in te econoic an in-vestent spees tat Estonia was pointe ot as a oenne. Estonia akeitse as avance witin poitica ainistation as we, as epote in teSweis pess: tei paiaent was escibe as te st papeess paiaentin te wo.

Estonia by Whom?

Wo ten ae te actos in te poction o iages o Estonia? An in wicoa ae tese iages constcte? One o te oe ipotant constctos in

tis pocess is te Estonian Govenent, tog tei ogan Entepise Estonia,wic cooinates te activities o te Estonian Toist Boa, te EstonianTecnoogy Agency, te Tae Pootion Agency, an ote govenentaboies. Te ai o Entepise Estonia is pooting te copetitiveness ote Estonian entepeneia envionent an Estonian bsinesses, teebyinceasing pospeity.7

Tee weeks ate Estonia won te Eovision Song Contest (ESC) in Co-penagen, te Estonian govenent ecie to anc a poject to ea witte Estonian iago, aiing at:

cooinating te ceation o a coon ban, eveoping an ipeentinga aketing stategy, joining te eots an esoces o bsiness oganisa-tions an te state, an genea conication. Te ientity an stategy oEstonian ban so be eay by Eovision Song Contest in te Spingo 2002. (Entepise Estonia pess eease, Jy 24, 2001, www.eas.ee/1045.accesse Septebe 24, 2002)

Foowing tis, Entepise Estonia initiate te poject Ban Estonia, iing teBitis constancy agency Inteban. In Novebe o te sae yea, te eawas cose between te govenent an Inteban, an te eseac invovinginteviews wit oeign key inoants was initiaise. In oe to sece tesppot o te citizens o Estonia, a svey was aso concte wit te ai o


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apping ot pbic sppot o te spening o state nances on te eveop-ent o an intenationa ban iage o Estonia. A in a, 61 pe cent weein avo, atog yonge citizens wee oe positive tan oe ones.8

One igt tink tat te Estonian sccess in te Eovision Song Contest

2001 in denak cae in any o te Estonian govenent an o EntepiseEstonia, wo ten took avantage o te new sitation an se it to pootete conty to te wo. howeve, aeay a yea eaie, in Novebe 2000,te Estonian govenent a sbitte te 6tEstonian Human DevelopmentReportto te unite Nations deveopent Poga. Aong captes eaingwit Te Estonian labo maket, Te Canging Faiy in Estonia an E-ope, deocacy an te Eopean union, co be on, in a section onSociety an Cte, te captes Estonian Fok Cte Enteing te Eu C-ta lanscape an Estonia on te Eovision lanscape (Estonian Human

Development Report 2000). Te capte on ESC containe, ai a istoy o tecopetition, a ieacica cste anaysis o voting pattens, in oe to assesste taste pattens o te paticipating nations. In te anaysis it tns ot tatEstonia a been eativey sccess, wic is specate to be e to eitegeneos scoes o [] geogapica-cta neigbos, o te contysnata aiation wit Eope. Tis tepts te ato to pose te oe na-enta qestion: Is it tat Estonia is pat an pace o oen cta Eopean possesses te ski to stan p an be notice even beoe econoic anpoitica integation? (p. 68). Te concsion o te anaysis eas:

Ts te best tactica coice o sccess in te Eovision song contest is not asipe oientation to te atentic West, bt ate aking onese avoabeto ote egions. Tis eans we ae to oe westen stye songs to tose wocan not vote o te West e to istoica o cta consieations. Tis as

woke we o Estonia to ate, oweve te ast song contest inicate tatsiia actos ae eeging esewee (latvia, rssia). Tis wi open nex-pecte vistas o te newcoes o te 90s wic ay est in spising

victoies. Tis is ikey to accentate, not itigate, Eopes poaisation ontis eativey neta e, te Eovision song contest. (Estonian HumanDevelopment Report2000: 69)

Atog one can ea a iy oos tone in te stateent, tee is noobt tat tee is aso a seios stategy neying it. An tee is no obttat te oa as inee been aopte by Easten Eopean paticipants, tote bafe spise o any Westen Eopean obseves. Bt tis spise wasaso peicte in te epot, as can be seen in its secon-to-ast sentence.

Wee, ten, was te essage abot Estonia conicate? Tee ipo-tant caies o inoation abot Estonia, wose ipact is ceay visibe inte ass eia epoting o aon te ESC na in Tainn, wee EstonianAis in-figt agazineIn Time(Sping 2002), Tallinn Airport Magazine(Sping2002, wit eae Eovision ost Anney Peebo on te cove as a typicayEstonian snsine gi), an City Paper(no. 58, may/Jne 2002). A tee


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papes containe atices on Estonia: its econoy, istoy, etc. oten witact seets inteoiate wit te atices. Te opening o te st atice, titeTop 10 misconceptions Abot Estonia in City Paperis inicative: Wecoeto te pace yo know as te tiny, obsce, oess, boing, co-eate,

sexess, povincia, ipoveise wastean cae te ex-Soviet epbic oEstonia Expect tat its not (pp. 7-10). Te atice was witten by te mos-cow coesponent o The Economist, Ewa lcas, an pesents avoabeacts abot Estonia.

Anote ajo pato o te isseination o te Estonian essage was ocose te teevision sow, te text itse. Between te peoances cae aiytaes bit aon aos ok taes ike litte re riing hoo, a containinga essage abot Estonia (c. Bengtsson 2002). Tee wee aso instctionso te vaios nationa coentatos in te Commentators notestat wee

istibte, containing te inoation we tink yo nee o eac o te50-secon naative sots. Foowing is an extact o tee o te tweve sggesteinoation bits to accopany te hanse an Gete aiy tae intocing teGeek contibtion ne te sogan Contess Intenet Connections:

EstoniahasthehighestInternettopopulationratioinCentralandEasternEope an is aso aea o te ajoity o Eu ebe states.

40%ofEstoniansconsiderthemselvestoberegularInternetusers.

25%ofhouseholdshaveacomputerand56%ofthemareconnectedtote Intenet.

Two ays beoe te na, nationa coentatos wee biee on te aiy taesby te Estonian oganises. Tee was a copact nwiingness aong te tosbit to tis aangeent, an in an anaysis o ve nationa boacasts o tesow, no-one accepte te pe-oate oe. Estonia was ate iicein te nationa coentaies, o exape in te oowing qote o uK (in)aos coentato Tey Wogan (qote o Eicson 2002: 56):

Te Geek enty is next, song nbe 4, SAGAPO. Faiytae is hanse nGetebt I sont nee to te yo tatte ce stepote ocing

e sban to abanon is cien in te oestyo knowwitcs tap,ipisone, to tey wi be eaten(picte o aniate ow)by an ow(picte o igt in te ak) Ten a igt! Aa! (picte o a cottage witegs) Yes, I see, cottages got egs... (agte) moe tan yo can say o teaiy-tae iea!micae rakintzis is gonna be singing, wit assebe pas.(Sogan: Contess Intenet connections) Yes, I KNEW it wo ean tat!

Tey Wogan notes tat noting even eotey connecte to Estonia o Estoni-anness is epesente in te aiytae. We see o te qote tat te aiytaehanse an Gete oes not nee any pesentation, as it is spposey knownby a viewes. An to Wogans (an otes) ase spise, te aiytaean sogan o not connect to te oowing song o anyting ese. An tis


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is iice in te coentaies. howeve, it so aso be acknowegetat tese coents, atog yo can easiy see te oppositiona eaingste coentaies give voice to, isappea wit te tepoa istance to teevent, an ae in tis espect ogotten ate a cope o onts jst as c

as ast yeas winne is, weeas te ipession eaye in te in-figt aga-zines inges on.

Estonia or whom?

Fo wo ae te iages o contepoay Estonia poce? It is inee easyto see wo te piay tagets o te Ban Estonia capaign wee: oeigninvestos an toists. howeve, to eac tese gops, especiay te inves-tos wo co not be expecte to be st in ine o a ticket to Sak Sa

an te na, it was ipotant to st convince te jonaists. A in a, 1,500jonaists wee acceite to te event, an tey wee stategicay tageteby te Ban Estonia capaign (it is inicative tat te paty to ak te eno te capaign was e te nigt beoe te ESC na te wok was one,te intenationa jonaists wee in pace, an one co ceebate). As ost ote jonaists cae to Tainn by ai, ew co escape te in-figt agazines,an te City Paperwas avaiabe at a otes. It was ts qite easy to eac tetaget aience o tis capaign. One co say tat tis is te two-step fowo conication teoise by lazase et a. (1948) pt into pactice: avingopinion eaes (in tis case jonaists) eay inoation to te genea pbic

(in tis case, Eu investos an te genea aience o possibe toists).A seconay, nexpesse, taget gop tat is not oeonte in te saeway as ae oeign investos an toists is te oestic opinion, tat is, teEstonian citizens, wo neee to be convince o te benets o Estoniaenteing te Eu. Tis is not so evient o te iect stategic essages,bt one can sspect tat a cange in opinion was esie on te pat o tegovenent.

Wat, ten, is te nationa ientity tat is on ispay o tese taget gops?A cose ook at te epot Eesti Stiil(Estonian stye) (Entepise Estonia 2002),one o te ests o te Ban Estonia capaign, eveas soe igigte

eates in tis ban ientity. Te esign eeents, sogans, visa es-sages, coo paette, typeace an vieo cips seioticay point in speciciections, wic ae aso occasionay ancoe in specic goas expessein te epot, sc as ow c oe tting an otivating a wowienestaning o it [i.e. Estonia] as a Noic conty wo be, instea oow iiting an potentiay iseaing a Batic egiona goping as been(Entepise Estonia 2002: 51).

As a ake o te ban, te sign o its essence, stans te soganpositivey tansoing, inicating te canging nate o te conty anits inabitants. Natay, tis is aso a sign o a wiingness to aapt to oteean o inteeste oeign paties. It is even caie tat it is in tenate o te Estonian peope to ook o positive cange, ts ancoing te


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sogan in a sppose nationa caacteistic tat epesents Estonia in a waytat is owa-ooking, sstainabe an ieiatey eevant to te coeciaobjectives o te poject (Entepise Estonia 2002: 62).

Tis te-oiente sogan was accopanie by yong en an woen

in a poto gaey tat was wiey istibte on Cd-rOms, on te web anin pint ateia. Te en, in bsiness sits, gaze y into te caea anwit se-asse postes; te woen, wit cien, sie at te viewe.Ote tees wee oen (not post-oen) acitecte, anicat (ce-aics), an nata scenes in a sot o eqivaent to nationaistic anscapepainting: epic scenes o te sea, isty oning oests, o peasants in ancientaan iies, etc. Te syboic anniiation (Tcan 1978) o peopein te ie geneations, tose wo wee bon ing te Soviet occpationan pesaby ake by Soviet ieoogy, is aso stiking. Tis is a pat o

istoy tat is ceanse o tese iages, an is neve entione as eitageo a istoic infence. In pictes o te ap o Estonia, te conty opensp to te West, weeas te ap is abpty ct o towas Estonias eastenboe to rssia (c. Boin 2006b: 82-84).

We ave te anayse an exepie tese coecia speec-actsin oe etai esewee (Boin 2006b), an sa teeoe not take p oespace wit tis ee. Evienty, te pinte inoation in te in-figt antoist agazines was vey eective an was nciticay epoce in Swe-is an ote pint eia. Te inoation tat was sppose to be eayeby te teevision coentatos was inee not. An to be ai, tee wee

aso eates in te pess tat wee citica to te baning eots o Estonia.So, ow can we evaate te capaign against tat inoation? Wy oes testeeotypica positive iage seeingy otast te citica objections? We saetn to tis qestion towas te en o o next exape, Ban Inia.

Ban Iniaunti qite ecenty, soe stoies wo ave been aost copsoy o aSweis epote sent ot on assignent to Inia, an soe paces wo be

oe ikey tan otes on is/e tave ote. Te ain tees o te Inianstoyine (hannez 2004) wee povety, eigion, caste, vioence an a ie.Te epote wo peaps ave witten abot beggas in Cactta, Sas inVaanasi an ie in soe typica viages. Bt tat was yesteay. Toay, testoies ae ieent. Jonaists ook o ca centes in Bangaoe, soppingas in Ggaon an entepising spiit in paces ike Pne o hyeaba. Testoyine as cetainy cange. By now, Sweis eia conses know veywe tat Inia is a conty tat as a geat ea to o wit gobaisation anig-tec. We know tat its econoy is booing, its gowing ie cass isconsing an its yots ae we ecate.

Te pesent iage o Inia in Sween is not niqe. Tis is ow te contyis nestoo acoss te wo tese ays. A conty tat not ong ago was the


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sybo o Ti Wo povety an taitionais as seny gaine a neweptation. I we oow te wo tog intenationa news agazines, weae no onge spise wen Te New Spepowe is te topic in abitioscove stoies, an te fow o books by scoas an jonaists abot te

stange ise o Inia sees to be eness (das 2002, Kaa 2007, lce 2006,Nat 2008, Taoo 2007). Aittey, tog, Inia eqenty as to saetis attention wit Cina. Pnits cai tat te est o te wo now as topepae o a new ea oinate by Te dagon an te Eepant (meeit2007, Sit 2007, Wintes an Ys 2007).

having been away o Inia o sevea yeas, we wante to ave a e-ese ook at te new Spepowe. Wat i it ook ike, te booing Inia, o te sining new oce towes an sopping as we ave ea so cabot in ecent yeas? It was in eay 2006, so Te Wos Fastest Gowing Fee

maket deocacy was eay on te goba agena. In davos, soe weekseaie, tis sogan a been te ain tee; Kas Scwab, Swiss Caiano te Wo Econoic Fo, a been spoting a tban an ee iPos witBoywoo it songs a been istibte to a te eegates. An vitay aajo intenationa news agazines a eate te ising eepant on teicoves ing te pevios ew onts. State eaes an ote ignities aseee to ave Inia on tei taveing scee. Sweis banks avetisetei new Inia ns. It was ty Inia eveywee.

Bangaoe is aeay o, go an visit hyeaba, sai o Inian iens.Tats te new Inian cybecity wee micosot, Googe, de an a te ote

tinationa IT copanies now ae eaing. Even Geoge Bs is coingany ay now, we wee to.On aiva, tis inee seee a bit pzzing. Tee wee cetainy wie

oas in hyeaba, an qite a ew sopping as an new oce biings.Bt between tese paces, it was sti a vey ecognisabe cityscape o iapi-ate biings, potoe oas an ity by-anes. Fotnatey, ost aketssti consiste o sa sops an sacks tat wee not so pos an siny. Anvey ew peope ooke ike sotwae entepenes. denitey, tis was notike Kansas o Kaa lp vey a o. We et noting ike The New YorkTimesconist Toas Fiean i, wen, at te st tee o a Bangaoe

go cose, e was avise by is paying patne to [a]i at eite micosoto IBm an was seny stck by inspiation o is gobaisation gospe,The World is Flat(Fiean 2005).

We so o cose not negect te agent tat te new iage o Iniais a we base, te efection o eaity (ate a, Pesient Bs was actayin Inia spening o os in hyeaba wen we visite). Te geoestic aket an te ipessive ise o te Inian GNP since te eay1990s vaiate tis cai. Bt, on te ote an, is it not stange to escibea conty wit te wos agest popation ne te povety ine as av-ing a pospeos econoy?9An, is a conty tat anks 26t aong eaingexpotes an 17t aong ipotes ty a goba spepowe to eckon wit

on pa wit Cina, wic is inisptaby aong te top tee ipotes an


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expotes o te wo (Wo Tae Oganization 2007)? It igt be ai tosay tat even tog Inia as cetainy cange in an econoic sense, tetansoation o its intenationa iage is even oe astonising. Ban Iniaas sey been oe sccess tan any Bangaoe ca cente as.

India or whom?

Boay speaking, Ban Inia so be nestoo in contast to not onebt two eaie epesentations o Inia: te oientaist an te nationaist. Test is te view o aa o te exotic Inia, wic coves bot spiitaity anpovety (Inen 1990); te secon is te oestic iea o Inia as a istoicaconity stgging eoicay o its inepenence (Kinani 1997). Neiteo tese epesentations is copetey gone, o cose, bt tey ave sey

been tansoe by te new oinant iage. Ban Inia, oweve, sonot be conse wit eite oientais o nationais. It oes not oiginatein iteate (ike oientais) o poitics (ike nationais) bt was inventein te spee o bsiness.

Ban Inia coes, oweve, in two ate istinct os. One is inteneto aket Inia as an intenationa toist estination, te ote o pootingte conty as an option o investent an tae. Te oe, estinationbaning, is te one ost easiy conse wit eite oientais o nationais,becase it as boowe a geat ea o tese iaginaies. It aws on teTaj maa, beati scenes, coo akets, taitiona coting, eepants,

caes an yoga execises. Bt in contast to oientais, te toist vesiono Inia is not copetey a view o aa, an nike nationais it is notpiaiy a oestic concen; te constction o Inia as a toist estinationis poce bot otsie an witin Inia in vesions tat ae soeties is-sonant bt ae geneay vey siia (Banyopaya an moais 2005). Since2002, te Inian ministy o Tois as poote Inia o intenationatois in coaboation wit te pivate secto in a vey abitios capaigncae Inceibe Inia.10 Tis capaign is te st attept to sowcase Iniain a concete anne in oe to incease te peviosy vey sa infowo oeign toists an opey to epace ow-bget tavees wit oe

oney-spening oiayakes. Pesona enigtenent an cta ivesityave oe te pie ocs o te capaign, wic sees to ave been qitesccess (Banyoppayay an moais 2005).

Te ote o o Ban Inia, pope nation baning, is an iage poot-ing Inia not o eise bt o bsiness. It is oe eakabe tan estinationbaning becase it acks vitay a siiaities to oe ieas o wat Iniastans o. A bsinessan oes not ook o inceibe paces bt ate ogoo oppotnities to ake oney. Ts, og acitecte, spiitaity anexotic wiie ave a vey iite pace in tis o o Inia baning. Teain appea o tis iage is ae p o soeting ate nspectaca ote toists gaze: a gowing ie cass. Tee ae penty o peope in Iniawo ae ike s an ae teeoe attactive as bot skie wokes an eage


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conses: tis is a pace wee st can be one, ae an so. Tat is teiea o tis o o Ban Inia.

Tis is exacty wat we ea abot Inia in newspapes acoss te wotese ays. Inians can ake a geat ea o goos an sevices, an ince-

iby ceapy. Tee ae iions o yong, we-ecate Inians wo ae abeto wite ticky sotwae an answe te pone in accate Engis. Tey caneven anacte copicate tecnoogy. Te Tata Nano ae eainesin eay 2008. It wi be te ceapest ca in te wo (1 ak Inian pees,o 2,500 uSd) bt copetey p to ate wit te atest tecnoogy; eco-ieny, e ecient, eets a saety stanas, accoing to eia epotso te New dei Ato Expo.11 An Inians by a geat ea o tings too.One o te ost epeate acts abot te new Inia in intenationa eiais te gowing nbe o obie pones so evey ont (8 iions sees

to be te ecent ge). Bt watc ot. Tese Inians ae now even byingo pecios tings, o stee copanies (Aceo) to ca bans (Jagaan lan rove).

India by whom?

Wie te ass eia ae cicating te new iage o Inia, tey ae not ex-csivey esponsibe o its poction. Te eia bi agey on iageiestat ote actos ae constcting. Intenationa oganisations ike te Wo Bankan te Wo Tae Oganization ae ipotant soces o te new iea o a

ising Inia.12

repots abot Inia o ote states tat ae tying to nestanwat is going on in Asia aso sppy ateia o eia coveage,13 paticayi te soce coes o te unite States an contains te assance tat teeegence o Cina an Inia by te yea 2020 wi tanso te geopoiticaanscape, wit ipacts potentiay as aatic as tose in te pevios twocenties.14 Banks an nancia instittes wit tinationa pesence asoegay poce econoic epots an anayses o Inias eegence in woeconoy, wic ees into eia stoies abot te new spepowe. GoanSacs 2003 BrIC epot15 is aong te ost infentia an wiey eeesoces egaing te expectation o a coing Inian spepowe.

howeve, Ban Inia is aso poce witin Inia, by Inian ass e-ia (in contepoay Boywoo s te eo igt be a cosopoitan,copetey at oe in New Yok as we as in New dei) an pbic inte-ectas appy to we on te new goy o tei conty (das 2002, Taoo2007, Nat 2008, Vaa 2004). An Ban Inia is natay poote by tegovenent an oestic insty. Tee ae sevea powe obby ogani-sations isseinating ateia abot te Inian sccesses, one o te ostinfentia beingIndiaBrand Equity Foundation, a pbic-pivate patnesipbetween te Govenent o Inia (ministy o Coece an Insty) ante Coneeation o Inian Insty. Its expicit ai is to n a baningcapaign o Inia an eectivey pesent te Inian bsiness pespectiveto te goba aket. In its own wos: Acieveents. Sccesses. Gowing


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consing cass iving ean. Vibant eocacy. Peope wo ae toea. Inians an Inia ave a stoy to te. (ttp://www.ibe.og/abots.aspx, accesse mac 10, 2008).

A newspape tat wants to o te ising Inia stoy o a bsiness exec-

tive consieing enteing an eegent aket (rajagopa 1999) wi n asps o ateia on te oepage o tis oganisation. IBEF sppies ate-ia coissione by te Inian govenent o insty. A ain ocent,ispaye poinenty since 2003, was pepae by Te Boston ConstingGop:Indias New Opportunity 2020: 40 million new jobs: $200 billion an-nual revenue.16 Te IBEF oepage aso ees extensivey to extena socessc as econoic epots an conty poes o investent banks o nanceanaysts, o exapeDoing Business in India o Enst & Yong.17 O cose,tey sppy inks to ajo intenationa agazines an newspapes tat ave

aeay one stoies on te next spepowe.Newsweek,Business WeekanThe Economistae aong te onations avoite soces. Tee is aso anews section on te oepage tat epots on ajo bsiness eas invovingInian copanies an ote kins o positive Inia expose in intenationaan oestic eia; eaines o mac 2008 ince Yong Inians hap-piest in te Wo, Fo Inians aong te top ten biionaies on te Fobesist an Inia te 6t ost popa nation in te uS.

IBEF aso povies inoation packages, boces, PowePoint pesenta-tions, postes an s wit te nio essage tat Inia is Te Wos Fast-est Gowing Fee maket deocacy. It was o cose IBEF wo ocestate

te gan Inian spectace at te Wo Econoic Fo in davos in 2006.18

Visay, te IBEF ateia ooks vey ieent o wat yo ay see inte Inceibe Inia capaign o te ministy o Tois. Te atte akesextensive se o bigt coos pe wite, coee bown, sta yeow,ystic aoon cve onaents an taitiona esigns; wie IBEF sticksto a ew estaine coos osty oange an geen, te coos o te Inianfag sqaes, ectanges an staigt ines. Te pictes sow new cas, engines,anacting pants an siny oces wit neaty esse sta. In contast tote Inceibe Inia capaign, tee ae no attepts to ceate an ipessiono Inia as ieent. rate te opposite: Inia is y intecangeabe wit

ote avance paces in a gobaise wo. It is ony wit geat cae tat tiscosopoitan iagey is given a itte as o exotic Inia, in an occasionapicte o a rajastan paace o a view o te hiaayas.

In a te Pr ateia o IBEF, tei ain sogan is ispaye poinenty.No one can iss te essage tat Inia is te Fastest Gowing Fee maketdeocacy.19 Te ateia is oten stcte teaticay wit te ep o teseve wos. Te pootiona Inia Now20 stats wit a tabla beat an seqences in wic oen Inia (ast cas, a asion sow, Boywoo stas,a an jogging in a pak) is ixe wit a ew scenes o ecognisabe Iniansettings (a cowe aiway station, te Taj maa, a boy wit a cicket bat).Ten coe te key wos, istate by a fow o oving iages o a oennation on a speey tack:


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FASTEST:over8%GDPgrowth,rapidgrowthininfrastructure,eening stanas.

GrOWING: gowing aspiations, pevasive conication, agest

knowege wokoce.FrEE: foising spiit o entepise, open to copetition.

mArKET: ove 450 iion ie cass conses an 30-40 iionae evey yea, Best conty to be investo inNewsweek.

dEmOCrACY: agest eocacy, inepenent jiciay, ee pess,contine tst in eos.

Inia Now coies te essence o an iage o Inia tat witot obt asbeen spea vey sccessy aon te wo. Bt tis is not to say tat s-

pepowe Inia as no sceptics an tat te o iage o a poo an neqaconty as been copetey wipe ot. I one ooks caey at te engtieeate stoies in news eia, ew oeign coesponents ai to ention tatInia is sti te oe o oe poo peope tan any ote conty in te wo,o tat 70 pe cent o Inians sti ive in sa viages. Soe jonaists anwites ae aso eage to oiy te contys iage o sccess by pointing toanote Inia: witing against te stoy ine (hannez 2007: 143-145) abotcbing oas, jae aipots an even cast ineqaities o ae sicies.Bt tese esciptions ae osty naate in a sboinate eation to te i-age o sccess an econoic gowt. Even atenative eia epots ave toeate expicity to te ain stoyine, teeby eteing it, as we aso saw in oEstonian exape, in wic sevea coentatos in te eia wee igysceptica bt sti a to eate to te oinant stoyine.

Insie Inia, oweve, te sccess stoy as expeience soe vey ostiepoitica eactions. In 2004, o exape, te govenent in powe ost te gen-ea eection wen tying to n a kin o Ban Inia capaign o oesticconsption. Inia Sining was te sogan tat backe, eining a ajo-ity o Inian votes tat tey wee being et bein in te ising spepowe.Fteoe, soe oestic voices, citica to te spepowe iage, ae

aso ceebities in te goba jstice oveent, sc as ato Anati roy,envionent activist Vanana Siva an jonaist P. Sainat. Bt, ipotanty,even tog tese peope an tei opinions ae we known otsie Inia,tei pesence in te oestic ebate is eativey iite.

Tees an Vaiations in Nation BaningO exapes o two baning capaigns wee not cosen becase Estoniaan Inia epesent siia kins o states. Inee, tese two nation baning

eots ave been iven by states tat see to ave vey itte in coon,istoicay as we as poiticay. Tei geogapica ocations ake a signi-


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cant ieence. Estonia is bane piaiy in te context o Eope, wieInia is bane on a goba scae. Te istoica an poitica sitations tatcontextaise tese capaigns ae teeoe ieent. It is te eise o teSoviet union an te integation o a new Eope tat sitate te pesent an

te o Estonia, wie Inia is bane in te context o a tansoe gobaeconoy an te ise o Asia.

Te ieence in size an popation is aso ge. Te woe popationo Estonia wo not even ake it into te top ten o age Inian cities. Noatte ow sccess Estonia wo be, no one wo tak abot sc a sastate in tes o a spepowe. A popos state ike Inia ay be attactiveto investos becase o its enoos consption potentia, weeas Estoniacan eey attact toists an se its wokoce.

Te ieence in size o tese two states ay aso expain wy Estonia as

n an integate baning capaign, iecte at toists an investos as weas a oestic aience. A age state ike Inia, on te ote an, ay ivesiyits baning intentions, nning sepaate an vey ieent capaigns o to-ists an investos; as we as capaigns aie at its own citizens ocestatetog copetey ieent cannes.

Neveteess, te ecaniss o nation baning ae te sae iespective osize an context. In tis sense, nationais an nation baning sae a siiaeate: tey ae bot vey fexibe ieas tat ay wok aost eveywee.Te point in o copaative appoac is tat tog tei ieence, tesetwo exapes o baning se igt on eac ote an on o genea ne-

staning o ow te nation is constcte in te contepoay wo.

Fo Ientity to AppeaanceFo acaeic iscose, o a ew ecaes now we ave been eaningto nestan te basic ieas o te nation o sties on nationais(Aneson 1991, Biig 1995, Gene 1983, 1987, hobsbaw an range1983, Keoie 1993). Tese sties ave ooke at nationais as cta/poitica pojects o te 18t centy p to te ost ecent pase o nation

biing in te ast ecaes o te 20t centy. We know tat te nationis an esive bt cevey constcte entity tat beongs piaiy, tognot excsivey, to te spee o poitics. It is a cta ientity iagine opoitica consption. Te nation tansos socia soiaity into poiticapactice by biing coonaities inwas an ieences otwas. Tebiing bocks o tis iagination consist to a age egee o bits an pieceso taition an istoy, oe o ess acta o invente. Tose wo givesape to te nation ae, as we ave eant, poiticians, inteectas an at-ists. Finay, te nation is pt to poitica se piaiy witin te vey saeconity it enes.

Te qestion is: does tis basic nestaning o nationais te te co-pete stoy abot ow nations ae iagine toay?


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Te nation baning capaigns we escibe in tis atice see to beconcene wit an entity tat esebes te eot o nationaists to constctcta/poitica conities. Soeties nation banes even se te saetoos an sybos, bt it is not te sae ting. On aost evey point, te na-

tion baning capaigns ivege o te typica nationaist pojects.Fist, nations ae not bane o tei seness in poitics, bt ate o

tei vae on te aket. Ts, even tog nation baning as poiticasignicance, it is a penoenon o econoic ogic, not o poitica ieoogy.Fteoe, poitica actos igt vey we poote an initiate nation ban-ing, bt tey coission tei capaigns to coecia constancies, not tointeectas an atists.

Secon, te bane nation is, oeove, not piaiy eant o oesticconsption, bt ate to attact an extena aience. Te constancies tat

ceate nation bans ae not paticay inteeste in biing socia soiaity.Tei ai is not to poce conities bt ate cooities. Nationaistswee obsesse wit s, weeas te ban constancies ae oe concenewit convincing te ote. Te bane nation co o cose aso be sein oestic poitica pojects jst as nationaist iaginaies soeties asoappeae in ont o extena aiences at, o exape, Wo Fais. Bt tisis a seconay se o nation baning, an a isky one, as te Inian exapesows.

Ti, a naenta pocess o nationais is to stive towas oogenisa-tion inwas an ieentiation otwas. Nation baning oes not necessaiy

wok te sae way. As we ave seen, neite Estonia no Inia is paticayeage to appea in ont o te est o te wo as paticay ieent. rate,tey want to be ike eveyone ese, o to be oe pecise ike eveyone ese inte eveope wo. Intena ivesity is ts not a pobe bt an asset.

Fot, i nationais is passionatey peoccpie wit istoy an taition,te pojects o nation baning ae soewat apazay ooking ove teisoe at te past. Instea, te tepoa ink concens the uture.Te teis o nation baning wat istoy is o nationais. Te biing bocks onation baning ae potentia oppotnities; te past is oten consiee anebaassent tat is covee p, o at east not entione. Te vey point

o bot te Estonian an Inian baning capaigns is to eaicate peviosiages. Nation baning stives at te isjncte o istoy. Tis is aso tece to ow te nation toay eates to a neo-ibea cta ogic.

Te Neo-ibea NationTe pobe wit etinking te nation is tat te vey concept is so coseyassociate wit coective ientity. Even tose ew scoas wo ave stiete penoenon o nation baning expicity, an ave eaise tat it opeateswit a vey ieent ogic tan nationais oes, ave a a tie avoiingsitating te bane nation witin te boae ae o ientity.21


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Bt nation baning oes not ave te isse o socia soiaity as its piayobject. In te st instance, te bane nation as to be convincing to otes,not to tose peope wo igt ientiy wit it. I a nation is cate in oe tobi a conity, it as to answe convincingy on tee ccia qestions:

Wo ae we?, Wee o we coe o? an Wee ae we going? Fo na-tion baning, te two st qestions ae igy epeea, an ony te astas signicance. Te nationaists se istoy to bi socia soiaity in tepesent in oe to ove saey towas an ncetain te. Te bane na-tion oes not see to nee istoy; it is te epesentations o te te tato te ain oce infencing te pesent.

One eason o tis is tat nation baning oes not engage in conitybiing. Aeay, tis basic obsevation points at te togt tat te ogicbein nation baning as oe to o wit ibeais, as an ieoogy oe

inoative on inivia agency tan on coective coesion (Caon 2007:151), tan wit nationais. Bt te oe o tepoaity tat signies nationbaning is aso pat o a oe specic cta ogic o te pesent tie. ricaSennett (2006) cas it te cte o te new capitais, bt it is oe otenefecte on in tes o neo-ibeais (havey 2005). It is a poitica ationa-ity associate wit te estcting o goba poitica econoy towas oepivatisation, eegation an aketisation. Tis is aso te ogic o inevitabepogess an tipa visions o te te (Gi 1995; Ong an Coie 2005:17). Past expeiences ae abanone an te pesent state o tings sot ive.It is potentiaity tat conts.

Tis is, one so acknowege, siia to ow te stock aket an tewo o copoate capitais wok. Te aket vae o a copany is notcacate o its peoance in te past (tose ties ae ong gone), noby its pesent pots, bt ate by its potentia to geneate nancia etnsin te te. Tis is aso te cta ogic bein nation baning, weebynations ae akete in te sae way as copanies ae: wat tey ay avebeen in te past, o wat tey ae toay, is a ess inteesting tan wat teyigt becoe in tes o anticipate pot, o expaning conse akets,tooow. Tis is aso wy one can n statistics tat copae te econoieso nations wit tat o copoations, as we inte at in te beginning o tis

atice. Tis is te te cooication o te iea o te nation.An anaogy to te eationsip between avetising an baning can is-

tate tis. Wit te eveopent o baning in te wake o intensie aketcopetition, te ban as taken on qaities o its own. In toays ea o i-ateia cooity poction, te wot o a ban is oe ipotant tante conse pocts on oe. Bans ike YoTbe ae vae in tes o tetite o conses tey can oe (1.65 biion uSd wen so to Googein 2006).22 Te cooity so was access to an estiate 20 iion visitoseac ont. like wit YoTbe, it co be age tat wen nation-statesban teseves, wat tey ae aketing is te access to a consption oceto be expoite by oeign capita. Nation baning, ten, eates to nationaissiiay to ow baning oes to avetising.


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ConcsionsI te nation toay as becoe a concen o ban aketing in te woeconoy, oes tis ean tat nationais as a poitica iea is ea? No, wewo cetainy not ake tat cai. It wo inee be stetcing o agenttoo a i we age tat te bane nation as epace te poitica nation.Tee ae sevea paces in te wo not ony ecenty ceate states, bt asooe ones wee nationais is sti a stong poitica oce. howeve, antis is o ain point, te nationaists o toay cannot aticate te nationotsie te ogic o neo-ibea capitais. I yesteays nation bies weeabe to ocs on biing socia soiaity, tis is ay possibe toay wente nation aso as to be bane o goba attaction (o consption). In act,te two ogics o nationais an nation baning exist sitaneosy. Te

qestion is ate to wat egee tese two ogics copete wit o einoceeac ote. In sevea ways, te poitica an coecia inteests in te nationsee to convege. Nationa integation an ientity ae basic to any eotsat econoic eveopent. An, as Caon (2007) ages, te nation-state iste ony eaistic povie o a onation tat seces te ega aewokstat can ake possibe e-egations, to po inteecta popety igts,patent igts an ote aewoks o te aket econoy. Accoingy, teaket wo aso agee wit Caon tat [i] nationais is ove, we saiss it (ibi.: 151).

Bt it so aso be acknowege tat a nation is not bane wit its

citizens in in. Fo anyone wo insists tat a cetain egee o nationa in-tegation an soiaity is ccia to eocacy, it so be a istbing acttat powe iages o nations ae poce o te aket an not o tepeope. In tis atice we ave age o a concepta istinction betweennationais an nation baning. Bt wat appens wen te ogics o nationbaning an nationais ae be? As a topic o te eseac, we sggesttat one te anayse te intesection o tese two ogics. Estonia an Iniaae eqay eage to constct iages o te nation o oestic integation aswe as goba consption. Inceasingy, so ae any ote paces, o exapenew states ike Kosovo an Geogia (wee Pesient mikei Saakasvii is

a paticay inteesting acto in is we integate nationaist an baningetoic). It is inee a ajo task o te eseac to citicay exaine teeects poce in ieent nationa contexts by tese intesecting ogics.

Notes1. O te wos agest econoic entities, 51 ae now copoations an 49 ae conties.

www.copoations.og/syste/top100.t. (accesse Api 15, 2008) Figes vai o teyea 2000.

2. We ae o cose awae o o qite genea painting o te pocesses o nationais, an

tat we o not accont o te vast ieences between sevea kins o nationais annation-biing pocesses. Fo oe nance potayas o tese, see, o exape, EnestGenes (1997) sot bt esive accont inNationalism.


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3. An accont o te uS can be on in B et a. (1999: 6). Soe Sweis exapeso 1950s an onwa can be on in Abinsson et a. (1964: 13).

4. Inteban. www.inteban.co/potoio_etais.asp?potoio=2089. (accesse mac31, 2008)

5. Fo a e accont o te Wos Fais as cta tecnoogies o nation-states, seeBoin (2006a).

6. It is o cose not possibe to speak o infences o o occpations by nation-states ote oest ties, say aon 1200, te centy wen te danes aive an constctea citae on Toopea, cae Taani-inn, eaning danis Citae, wic eventaybecae Tainn (Piii 1997: 45).

7. EAS Entepise Estonia. www.eas.ee. (accesse Api 2, 2008)8. www.eas.ee/1223. (accesse Septebe 24, 2002)9. A ecent epot o te Wo Bank (deveoping reseac Gop 2008, WP 4703) esti-

ates tat 455 iion Inians ive ne te povety ine o $1.25 a ay.10. Incredible India. www.inceibeinia.og. (accesse mac 10, 2008)11. Cang (2008) Tata Nano: Te Wos Ceapest Ca, New York Times, Janay 8, 2008.

ttp://wees.bogs.nyties.co/2008/01/10/tata-nano-te-wos-ceapest-ca/. (ac-cesse mac 10, 2008)12. recent exapes ae te Wo Bank epot no. 31267-IN (2005), Inia an te Knowege

Econoy: leveaging Stengts; Wintes, Aon an Sai Ys (es). 2007 [cois-sione by te Wo Bank].

13. An exape o Sween is Inias Eegence as a Goba r&d Cente, Woking paper2007:012, Sweis Institte o Gowt Poicy Sties.

14. Mapping the Global Future: Report o National Intelligence Councils 2020 Project. ttp://www.oia.cia.gov/2020/2020.p. (accesse mac 10, 2008)

15. BrIC stans o Bazi, rssia, Inia an Cina. Accoing to Goan Sacs, teseconties taken togete co becoe age akets tan te G7 conties witin tenext 50 yeas. Goldman Sachs: BRICs. www2.goansacs.co/ieas/bics/inex.t.

( accesse mac 10, 2008)16. A Inia manageent Association an te Boston Consting Gop (2003)Indias New

Opportunity-2020: 40 Million New Jobs: $200 Billion Annual Revenue. ibe.og/ownoa/IniaNewOppotnity.p. (accesse mac, 10 2008)

17. Enst & Yong (2006) Doing Business in India. ibe.og/ownoa/Fina_dBI_2006.p.(accesse mac 10, 2008)

18. As a esoce base, n by powe poitica an econoica agents otsie te West, itis an inteesting penoenon in connection to te eawakene ebate abot te gobaconication an inoation oe. To wat extent o obby gops ike IBEF nc-tion as gatekeepes, sppying intenationa eia oganisations wit ceibe ateiapointing convincingy in a esie iection? Fo a iscssion o tis atte, see GlobalMedia and Communication 1(3): 2005.

19. A ajo point o tis sogan is, o cose, to istance onese o Cina as an even astegowing ee aket atog it is not consiee a deocacy.

20. India Now. ttp://ibe.og/vieos/inia_now.pg., (accesse mac 10, 2008)21. meissa Aonczyk (2007) ses ientity stategies in te tite o e atice abot nation

baning constants, an Se Cy Jansen (2008) is, in e vey insigt accont,pbising e atice on esigne nations in te jona Social Identities,wee te veycontext o te jona pivieges te eae in te iection o ientity categoisation noatte wat te atice ages.

22. www.snbc.sn.co/i/15196982/. (accesse Api 27, 2008)


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