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Being Canadian: Formulating and Branding a National Identity

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Being Canadian: Formulating and Branding a National Identity

Cotter, Elise (2017) Being Canadian: Formulating and Branding a National Identity. Masters thesis, Concordia University.

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Abstract

In 2017, Canada will celebrate 150 years of Confederation. Like the 1967 Centennial celebration, the upcoming commemoration can be viewed as a nation-building exercise and an opportunity to redefine or refine Canadian identity. At the centre of the commemoration will be the way the celebration is branded, and at the centre of the branding will be the logo. Within the last 50 years, nation branding has emerged as a prominent marketing phenomenon for both the private and public sectors in many countries across the world. Nation branding, as defined by Melissa Aronczyk in Branding the Nation, refers to the use of traditional advertisement techniques and strategies in making national culture into a marketable and monetizable entity. Using the Centennial and Sesquicentennial celebrations as case studies, I deconstruct the notion of “Canadian identity” as a brand, noting the cultural context, political mandate and constructed narratives surrounding the celebrations. A chapter on the Centennial celebration will consist of a Barthesian examination of 1967’s logo, speeches and celebratory events. The Sesquicentennial celebration chapter will focus on the themes and speeches of Canada 150, exploring the rhetorical and visual strategies used in service of governmental nation branding projects.

Divisions:Concordia University > Faculty of Arts and Science > Communication Studies
Item Type:Thesis (Masters)
Authors:Cotter, Elise
Institution:Concordia University
Degree Name:M.A.
Program:Media Studies
Date:April 2017
Thesis Supervisor(s):Charland, Maurice
Keywords:Canada, Canadian Identity, Canadian Culture, Canadian Heritage, History, Nation Branding, Nationalism, Nation
ID Code:982355
Deposited By: ELISE COTTER
Deposited On:07 Jun 2017 17:37
Last Modified:18 Jan 2018 17:54
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