Media and Globalisation
Essay question: What are the main challenges local brands from emerging countries have to face if they want to become global? Support your answer with examples and case studies from different.
Appendix:
In this lecture we will explore the “going-out” strategies of Chinese national brands and their ambition to become big global brands. This recent, ongoing phenomenon will be contextualized as a result of the shift from “Made in China” to “Create in China”, and will be theorized as an example of China’s soft power. We will analyze some case studies and highlight some of the several challenges these Chinese brands are facing in this journey towards the world.
Key Reading:
Anholt, S. (2005), Brand New Justice: How Branding Places and Products Can Help the Developing World. Elsevier Butterworth-Heinemann.
Barr, M. (2011), Who’s Afraid of China? The Challenge of Chinese Soft Power. London; New York: Zed Books.
Keane, M. (2006), ‘From Made in China to Created in China’, International Journal of Cultural Studies 9 (3): 285–296.
Wang, J. (2003), ‘Framing Chinese Advertising: Some Industry Perspectives on the Production of Culture, Continuum: Journal of Media & Cultural Studies, 17 (3): 247-260.