Branding China: Instagram como herramienta de promoción de China en Brasil
DOI:
https://doi.org/10.11606/issn.1984-5057.v17i1e234865Palabras clave:
cultura promocional, Embajada de China, geopolitica, Instagram, Nation BrandingResumen
El artículo explora las estrategias adoptadas por el perfil de la Embajada de China en Brasil en su cuenta de Instagram para acercarse a la audiencia brasileña. Para ello, nos basamos en el análisis de contenido. Se argumenta que, al utilizar los recursos de las redes sociales, la Embajada busca “tomar el control de la narrativa” sobre China, alineándose con una lógica de promoción nacional cada vez más difundida a nivel global. Destacamos la relevancia del diálogo entre la publicidad y las relaciones internacionales para comprender las dinámicas de construcción y proyección de la imagen nacional en el siglo XXI.
Descargas
Referencias
AAKER, David. Criando e administrando marcas de sucesso. São Paulo: Futura, 1996.
ANHOLT, Simon. Competitive identity: The new brand management for nations, cities and regions. New York: Palgrave Macmillan, 2007.
ARONCZYK, Melissa. Living the brand: Nationality, globality, and the identity strategies of nation branding consultants. International Journal of Communication, 2008, v. 2, n. 1, p. 41-65, 2008. Disponível em: https://ijoc.org/index.php/ijoc/article/view/218. Acesso em: 7 mar. 2025.
ARSENAULT, Amelia. Networks of freedom, networks of control: Internet policy as a platform for and an impediment to relational public diplomacy. In: ZAHARNA, R.S.; ARSENAULT, Amelia; FISHER, Ali (org.). Relational, networked and collaborative approaches to public diplomacy. Routledge, 2014. p. 192-208.
BANET-WEISER, Sarah. Authentic™: The politics of ambivalence in a brand culture. New York: New York University Press, 2013.
BARDIN, Laurence. Análise de conteúdo. Rio de Janeiro: AltaBooks, 2015.
COHEN, Yoel. Media diplomacy in Britain. Political Communication, v. 3, n. 3, p. 245-264, 1986. https://doi.org/10.1080/10584609.1986.9962793
CRONIN, Mary; HUNTZICKER, William. Popular Chinese images and “The Coming Man” of 1870: Racial representations of Chinese. Journalism History, v. 38, n. 2, p. 86-99, 2012. https://doi.org/10.1080/00947679.2012.12062877
DAVIS, Aeron. Promotional cultures: The rise and spread of advertising, public relations, marketing and branding. Cambridge: Polity Press, 2013.
EMBAIXADA DA CHINA NO BRASIL. A Embaixada já China já está no Instagram! 2020. Disponível em: http://br.china-embassy.gov.cn/por/sghds/202009/t20200901_4466576.htm. Acesso em: 7 mar. 2025.
FAN, Ying. Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, v. 6, n. 2, p. 97-103, 2010. https://doi.org/10.1057/PB.2010.16
FAN, Ying. Branding the nation: what is being branded? Journal of Vacation Marketing, v. 12, n. 1, p. 5-14, 2006. https://doi.org/10.1177/1356766706056633
GOULART SZTEJNBERG, Raquel; GIOVANARDI, Massimo. The ambiguity of place branding consultancy: working with stakeholders in Rio de Janeiro. Journal of Marketing Management, v. 33, n. 5-6, p. 421-445, 2017. https://doi.org/10.1080/0267257x.2017.1319404
GREGORY, Bruce. American public diplomacy: Enduring characteristics, elusive transformation. Hague Journal of Diplomacy, v. 6, n. 3-4, p. 351-372, 2011.
IWABUCHI, Koichi. Pop-culture diplomacy in Japan: soft power, nation branding and the question of ‘international cultural exchange’. International Journal of Cultural Policy, v. 21, n. 4, p. 419-432, 2015. https://doi.org/10.1080/10286632.2015.1042469
JANSEN, Sue. Redesigning a Nation: Welcome to E-stonia, 2001–2018. In: KANEVA, Nadia (ed.). Branding Post-Communist Nations: Marketizing National Identities in the “New” Europe. London: Routledge, 2011. p. 120-144.
JENKINS, Henry. Cultura da convergência. São Paulo: Aleph, 2009.
KANEVA, Nadia. Nation Branding: toward an agenda for critical research. International Journal of Communication, n. 1, v. 5, p. 117-141, 2011. Disponível em: https://ijoc.org/index.php/ijoc/article/view/704. Acesso em: 7 mar. 2025.
KARHAWI, Issaaf; PRAZERES, Michelle. Exaustão algorítmica: influenciadores digitais, trabalho de plataforma e saúde mental. Revista Eletrônica de Comunicação, Informação & Inovação em Saúde, v. 16, n. 4, p. 800-819, 2022. https://doi.org/10.29397/reciis.v16i4.3378
KEANE, Michael. From made in China to created in China. International Journal of Cultural Studies, v. 9, n. 3, p. 285-296, 2006. https://doi.org/10.1177/1367877906066875
KHAN, Leegq; ITTEFAQ, Muhammad; PANTOJA, Yadira; RAZIQ, Muhammad; MALIK, Aqdas. Public engagement model to analyze digital diplomacy on Twitter: A social media analytics framework. International Journal of Communication, v. 15, p. 1741-1796, 2021. Disponível em: https://ijoc.org/index.php/ijoc/article/view/15698. Acesso em: 7 mar. 2025.
LEE, Kyung Mi. Nation branding and sustainable competitiveness of nations. Enschede: University of Twente, 2009.
LI, Xiufang; FENG, Juan. Nation branding through the lens of soccer: Using a sports nation branding framework to explore the case of China. European Journal of Cultural Studies, v. 25, n. 4, p. 1-21, 2021. https://doi.org/10.1177/13675494211011179
PEREZ, Clotilde. Signos da marca: expressividade e sensorialidade. São Paulo: Thomson Learning, 2004.
QUINAN, Rodrigo; ARAUJO, Mayara; ALBUQUERQUE, Afonso. A culpa é da China! O discurso sino-conspiratório no governo Bolsonaro em tempos de COVID-19. Revista Eco-Pós, Rio de Janeiro, v. 24, n. 2, p. 151-174, 2021. https://doi.org/10.29146/ecopos.v24i2.27698
RICHARDS, Jef; CURRAN, Catharine. Oracles on “advertising”: searching for a definition. Journal of Advertising, v. 31, n. 2, p. 63-77, 2002. https://doi.org/10.1080/00913367.2002.10673667
SALIU, Hasan. Rethinking media diplomacy and public diplomacy towards a new concept: Digital media diplomacy. Online Journal Modelling the New Europe, n. 39, p. 4-24, 2022. Disponível em: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4231624. Acesso em: 7 mar. 2025.
SATAØEN, Hogne Lerøy. Sub-sector branding and nation branding: the case of higher education. Corporate Communications: An International Journal, v. 24, n. 3, p. 425-438, 2019. https://doi.org/10.1108/CCIJ-05-2018-0056
SIBILIA, Paula. O show do eu: a intimidade como espetáculo. Rio de Janeiro: Contraponto, 2016.
TESLIK, Lee Hudson. Nation branding explained. Council On Foreign Relations, 9 nov. 2007. Disponível em: https://www.cfr.org/backgrounder/nation-branding-explained. Acesso em: 15 jan. 2025.
URBANO, Krystal; ARAUJO, Mayara; MELO, Elizabeth. Orientalismo em tempos de pandemia: discursos sobre a China no jornalismo brasileiro. Rizoma, v. 8, n. 1, p. 106-122, 2020. Disponível em: https://online.unisc.br/seer/index.php/rizoma/article/view/15231. Acesso em: 15 jan. 2025.
VAN DJICK, José et al. The platform society: Public values in a connective world. Oxford: Oxford University, 2018. https://doi.org/10.1093/oso/9780190889760.001.0001
VOLCIC, Zala; ANDREJEVIC, Mark. Nation Branding in the Era of Commercial Nationalism. International Journal of Communication, n. 5, p. 598-618, 2011. Disponível em: https://ijoc.org/index.php/ijoc/article/view/849. Acesso em: 15 jan. 2025.
WEI, Shang-Jin; XIE, Zhuan; ZHANG, Xiaobo. From “made in China” to “innovated in China”: Necessity, prospect, and challenges. Journal of Economic Perspectives, v. 31, n. 1, p. 49-70, 2017. https://doi.org/10.1257/jep.31.1.49
Publicado
Número
Sección
Licencia
Derechos de autor 2025 Aline Mendes, Mayara Araujo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Licencia Creative Commons CC BY-NC-SA.
