Banal nationalism and everyday nationalism in experiential advertising. A sample of advertisements broadcast on the Catalan public television (2009-2017)
Article Sidebar
279)
Main Article Content
Authors
Abstract
514
This article explores representations of Catalan identity in contemporary experiential advertising in order to assess whether the symbolic universes and frames of meaning used exemplify the ideas of banal nationalism in Billig’s sense (1995) and/or everyday nationalism as described by Edensor (2002), in terms of retaining and reinforcing the mental frames of the nation. Drawing on a sample of 33 advertisements broadcast on TV3, the Catalan public television network, between 2009 and 2017, the ways in which commercial products are linked to a form of representation of Catalan identity through the images, traditions, people, landscapes and/or language they evoke are explored. The article also discusses how collective social and symbolic imaginations are produced and reproduced, in which products are associated with familiar contexts and discourses, normalizing patterns of behavior and consumption linked to certain lifestyles, culture or national models. Likewise, a significant proportion of the sample exemplifies how private agents may play an active role in the production and reproduction of the nation.
Keywords
References
Almerico, G. (2014). Food and identity: Food studies, cultural, and personal identity. Journal of International Business and Cultural Studies, 8, June, 1-7. https://www.doi.org/10.13140/RG. 2.2.26973.05608
Anderson, B. (2006). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso.
Aronczyk, M. (2013). Branding the nation. The global business of national identity. New York: Oxford University Press.
Ashley et al. (2004). Food and cultural studies. London: Routledge.
Bardera, D. & Espluga, E. (2013). Mediterràniament. La catalanitat emociona. Barcelona: Punt del Llibre.
Bauman, Z. (2000). Liquid modernity. Malden: Polity.
Bell, D. & Valentine, G. (1997). Consuming Geographies. We ate where we eat. New York: Routledge.
Berger, P. & Luckmann, T. (1991). The Social Construction of Reality. London: Penguin Books.
Billig, M. (1995). Banal Nationalism. London: Sage.
Bhabha, H. (1990). Nation and Narration. London: Routledge.
Bourdieu, P. (2012). La distinción. Criterios y bases para el gusto. Barcelona: Taurus.
Bourdieu, P. & Wacquant Loïc, J. D. (1994). Per a una sociologia reflexiva. Barcelona: Herder.
Brenner, N. (1999). Globalisation as Reterritorialisation: The Re-escaling of Urban Governance in the European Union. Urban Studies, XXXVI, 3. 199. https://www.doi.org/10.1080/0042098993466
Bulmer, S. & Buchanan-Oliver, M. (2010). Experiences of brands and national identity. Australasian Marketing Journal (AMJ), 18(4), 199-205. https://www.doi.org/10.1016/j.ausmj.2010.07.002
CAC (2018). L’audiovisual a Catalunya. Informe 2018. Barcelona: Consell Audiovisual de Catalunya.
Castelló, E. (2007). Sèries de ficció i construcció nacional: imaginant una Catalunya televisiva. Tarragona: Universitat Rovira i Virgili.
Castelló, E. (2015). La catalanitat i els mitjans, o la democratització discursiva. In J. Capdevila et al. (Eds.), Imaginaris nacionals moderns. Segles XVIII-XXI (pp. 233-266). Lleida: Universitat de Lleida.
Capdevila, J. (2012). La festa glocal. modernitat extrema i experiència festiva: una aproximació a la Catalunya actual. Revista d’etnologia de Catalunya, 38, 110-124. Retrieved from https://www.raco.cat/index.php/RevistaEtnologia/article/view/259407/346624
Capdevila, J. (2012). El yo tardomoderno: entre la ‘teatralización’ y el autocentramiento corporal. Cuerpo y Comunicación, 1, 286-307. Cali: Universidad Autónoma de Occidente. Retrieved from https://www.researchgate.net/publication/283121484_El_yo_tardomoderno_entre_la_teatralizacion_y_el_autocentramiento_corporal
Castells, M. (1997). La era de la información: economía, sociedad y cultura. Madrid: Alianza.
Castells, M. (2004). Globalización e identidad. Barcelona: Institut Català de la Mediterrània.
Cwiertka, K. (2002). Asian Food: The Global and the Local. Hawaii: University of Hawaii Press.
Dinnie, K. (2008). Nation branding. Concepts, issues, practice. Oxford: Elseiver.
Eco, U. (1993 [1979]). Lector in fabula. La cooperación interpretativa en el texto narrativo. Barcelona: Gedisa.
Edensor, T. (2002). National Identity, Popular Culture and Everyday Life. Oxford: Berg.
Fox, J. & Miller-Idriss, C. (2008). Everyday nationhood. Ethnicities, 8(4), 536-576. https://www.doi.org/10.1177/1468796808088925
Gargallo, B. (2014). La catalanitat a les marques de begudes catalanes. Gràfica: Documents de disseny gràfic, 2.4, 123-137. https://www.doi.org/10.5565/rev/grafica.17
Gellner, E. (1983). Nations and Nationalism. Ithaca: Cornell University Press.
Gobe, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands to People. New York: Allwoth Press.
Govers, R. & Go, F. (2009). Place branding: Glocal, virtual and physical identities, constructed, imagined and experienced. Hampshire: Palgrave Macmillan.
Hobsbawm, E. & Ranger, T. (1983). The Invention of tradition. Cambridge: Cambridge University Press.
Hogan, J. (2005). Gender, ethnicity and national identity in Australian and Japanese television advertisements. National identities, 7(2), 193-211. https://www.doi.org/10.1080/14608940500144104
Ichijo, A. & Ranta, R. (2016). Food, national identity and nationalism. From everyday to global politics. Journal of Material Culture, 3, 175-199. https://www.doi.org/10.1057/9781137483133
InfoAdex, S. A. (2018). Resumen estudio Infoadex de la inversion publicitaria en España 2018. Madrid: InfoAdexS.
Lacroix, M. (2003). Le culte de l’émotion. Paris: J’ai Lu.
Lladonosa, M. (2019). Nosaltres els catalans. Del catalanisme catòlic al pujolisme. Barcelona: Publicacions de l’Abadia de Montserrat.
Mayos, G. (2015). Canvis actuals en l’imaginari (i realitat) de l’Estat-nació. In J. Capdevila et al. (Eds.), Imaginaris nacionals moderns: segles XVIII-XXI (pp. 49-88). Lleida: Universitat de Lleida.
Montanari, M. (2006). Food is culture. New York: Columbia University Press.
Morris, J. (2006). The empire strikes back: Projections of national identity in contemporary Russian advertising. The Russian Review, 64(4), 642-660. https://www.doi.org/10.1111/j.1467-9434.2005.00379.x
Palmer, C. (1998). From theory to practice: Experiencing the nation in everyday life. Journal of material culture, 3(2), 175-199. https://www.doi.org/10.1177/135918359800300203
Peris Blanes, À. (2015). Els programes televisius de cuina i la identitat nacional. El cas de MasterChef. Comunicació: revista de recerca i d’anàlisi, 29-46. https://www.doi.org/10.2436/20.3008.01.134
Pike, A. (2009). Geographies of brands and branding. Progress in Human Geography, 33(5), 619-645. https://www.doi.org/10.1177/0309132508101601
Salmon, C. & Roig, M. (2008). Storytelling: la máquina de fabricar historias y formatear las mentes. Barcelona: Península.
Seisdedos G. & Mateo, C. (2010). Different branding strategies from the use of the territory of origin by commercial brands: the brand-territory matrix. Journal of Town and City Management, 1(2), 175-185. Retrieved from https://bit.ly/2oy7hxj
Smith, A. (1986). The Ethnic Origins of Nations. Oxford: Blackwell.
Smith, A. (1999). Myths and Memories of the Nation. New York: Oxford University Press.
Appendices. Advertisments cited
Ara Lleida, 2016, “El Pirineo y las Tierras de Lleida”, https://www.youtube.com/watch?v=liv1mTMYGN8 [Accessed December 2018]
Catalunya Experience, 2016. “Tasta’ns”, https://www.youtube.com/watch?v=bq17mJ-ujYs&t=31s [Accessed December 2018]
Costa Brava Pirineo de Girona, 2012, https://www.youtube.com/watch?v=TmLzWKmzanA [Accessed December 2018]
Estrella Damm, 2009. “Estrella Damm Leo Messi-FC Barcelona 2009”, https://www.youtube.com/watch?v=7P0ssfufcSQ. [Accessed December 2018]
Estrella Damm, 2009-2016. “Mediterràniament” https://www.youtube.com/playlist? list=PLOlWw5JU_WGPvo-gO-IG2DQbR5RHCEeNX [Accessed December 2018]
Estrella Damm, 2010. “Estrella Damm: F.C. Barcelona 2010. La feina ben feta”, https://www.youtube.com/watch?v=oaczosE4NkU [Accessed December 2018]
Estrella Damm, 2011. “Estrella Damm FC Barcelona 2011: Què tenim”, https://www.youtube.com/watch?v=h--RbjdQ6G8 [Accessed December 2018]
Estrella Damm, 2012. “Inimitables”, https://www.youtube.com/watch?v=EbFE0Q3nlbc [Accessed December 2018]
Free damm, 2012. “El migdia”, https://www.youtube.com/watch?v=mBuoAEsozvM [Accessed December 2018]
La Fageda, 2014. “Música, vaques i gelats”, https://www. youtube.com/watch? v=GpOGXZddAA4 [Accessed December 2018]
La Selva, 2015. “La tradició mana. La Selva, la marca del bon pernil”, https://www.youtube.com/watch?v=3qethlWdKH0 [Accessed December 2018]
Llet ATO, 2014. “Festacatalunya”, https://www.youtube.com/ watch?v=HGTCV,0ny3Hw [Accessed December 2018]
Llet Nostra, 2016. “Llet Nostra #APROP”, http:// www.lletnostra.cat/aprop/per-que-tds-2/ [Accessed December 2018]
Moritz, 2011. “Moritz.cat”, https://www.youtube.com/watch?v=lQbcdoXkcaU [Accessed December 2018].
Moritz, 2017. “Què pot fer el cinema per tu?”, https://www.youtube.com/results?search_query=mortiz+2017+cinema [Accessed December 2018]
Oli de Borges, 2009. “Amb treball, aquesta terra dóna els millors fruits”, https://www.youtube.com/watch?v=s8BHpCYMfjA [Accessed December 2018]
Patronat Turisme Vilaseca. “Catalunya és casa teva”, 2015. https://www.youtube.com/watch?v=RQ68JitjeVg [Accessed December 2018]
Priorat etnoturisme, 2016, “Priorat experience”, https://www.youtube.com/watch?v=O3gAPX2EU_0 [Accessed December 2018]
Ribes, 2012. “Natural”, https://www.youtube.com/watch?v=wjsMBhhaFKw [Accessed December 2018]
Sant Aniol, 2015. “Nova Sant Aniol ROC Esperit Volcànic”, https://www.youtube.com/watch?v=TVZ7HtKfhpI [Accessed December 2018]
Torrons Vicens. “El torró, torró”. 2017. https://www.youtube.com/watch?v=vWqsJ36WBfM
Turismo de Catalunya, 2010. “Soy Fan de Catalunya”, https://www.youtube.com/watch?v=aBCuMYXlKXg [Accessed December 2018]
Veri, 2012. https://www.youtube.com/watch?v=YuDL-DL4i4k [Accessed December 2018]
Viladrau, 2014. “Viladrau, l’aigua que ens mou”, https://www.youtube.com/watch?v=QjnZRtwdmk4. [Accessed December 2018]
Viladrau, 2016. “Viladrau, vinga va”, https://www.youtube.com/watch?v=p6zv1rmhjhE. [Accessed December 2018]
Voll-Damm, 2013. “Sant Jordi. Doble o Res”. https://www.youtube.com/watch?v=4YFUJhv1U_s [Accessed December 2018]
Metrics
|
|
Details
Article Details
RIGHTS TRANSFER
By submitting the article for evaluation and subsequent publication in Communication & Society, the AUTHOR exclusively assigns the rights of public communication, reproduction, distribution and sale for commercial exploitation to the University of Navarra through its Publications Service, for the maximum legal term in force -the entire life of the author and seventy years after his death or declaration of death-, in any country, and in any of the current and future edition modalities, both in print and electronic versions.
In the event that the article is not accepted for publication , this transfer of rights lapses with the communication of the refusal to the AUTHOR.
The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.
