Branding China: Instagram as a tool for China’s promotion in Brazil
DOI:
https://doi.org/10.11606/issn.1984-5057.v17i1e234865Keywords:
promotional culture, geopolitics, Nation Branding, China’s Embassy, InstagramAbstract
The article explores the strategies the Chinese Embassy in Brazil adopted on its Instagram profile to engage with the Brazilian audience. To this end, we rely on content analysis. It is argued that by leveraging social media resources, the Embassy seeks to “take control of the narrative” about China, aligning itself with an increasingly widespread logic of national promotion on a global scale. We highlight the relevance of the dialogue between advertising and international relations in understanding the dynamics of national image construction and projection in the 21st century.
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