The CPD Blog is intended to stimulate dialog among scholars and practitioners from around the world in the public diplomacy sphere. The opinions represented here are the authors' own and do not necessarily reflect CPD's views. For blogger guidelines, click here.
The national pavilions at the Expo are, in essence, a themed, branded environment, that aims to convey a positive and distinctive narrative about a country. So, how is the mundane space of a pavilion transformed into a stylized and, for some countries, a spectacular location that gives it meaning, identity and, above all, resonance with visitors? The pavilions being a field of cultural production, they pursue a wide range of communication approaches to create and deliver an ultimate nation-brand experience.
From texts and visuals, to experiential
A Tale of Two Japans
As a venue for public diplomacy, the World Expo is highly valued yet under-analyzed. This is particularly true of the current Expo in Shanghai.
For many countries, Shanghai Expo is the most expensive and arguably the most important one they have ever attended. And, for the millions of Chinese, for whom international travel is still a luxury they cannot afford, visiting the Expo has become a once-in-a-life time chance to get a glimpse of other countries epitomized in the national pavilions. The potential cultural impact can certainly be vast.
These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.
These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.
A view of various illuminated pavilions after dark at the 2010 Shanghai Expo:
These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.
These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.
>> For viewers in China, follow this link to watch the video
Pages
POPULAR ARTICLES
-
March 22
-
April 18
-
April 1
-
April 11
-
March 19
-
April 22
-
April 4
-
April 29
Featured Blogger
Join the Conversation
Interested in contributing to the CPD Blog? We welcome your posts. Read our guidelines and find out how you can submit blogs and photo essays >.