By Zala Volcic, Mark Andrejevic
This ebook intervenes in discussions of the destiny of nationalism and nationwide id by way of exploring the connection among kingdom appropriation of selling and branding thoughts at the one hand, and, at the different, the economic mobilization of nationalist discourses.
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Additional resources for Commercial Nationalism: Selling the Nation and Nationalizing the Sell (Palgrave Studies in Communication for Social Change)
In the ﬁlm, the motif is played out twice. First, Nullah ‘sings’ the cattle herd and prevents them going over the edge of a deep gorge. Second, the next morning when they are without water because the pastoralists have poisoned the waterholes in the desert, King George arrives and offers to ‘sing’ them across the Never-Never. In the advertisements, at the point where the busy professionals’ relationships 38 The Apologetic Brand have broken down and they return to work, Nullah arrives in the night.
Marwan Kraidy (2014) makes exactly that point in his discussion of the global pressures on contemporary Arab television: ‘what it means to be “modern” in the Arab context has been vigorously contested since the 1850s,’ he says, ‘but the debate took on a renewed poignancy with the rise of pan-Arab commercial television and its growing linkages to the global media market’ (42). It is notable how deliberate and focused the response to this dilemma has been: the history of the so-called ‘Korean Wave,’ and the rise of K-Pop, provides only one example of how directly some nation states have engaged with the process of constructing a national identity through intervening in the management of an entertainment-based popular culture, and how readily and successfully their media have exploited the commercial opportunities that such a process has generated.
27 28 The Apologetic Brand The campaign featured Come Walkabout television advertisements produced and directed by Luhrmann using characters and themes from the ﬁlm. Luhrmann produced two versions of the advertisements, one set in New York and one in Shanghai for US and Chinese tourism markets respectively. Each advertisement follows the same storyline: a middle-class professional in crisis is ‘sung’ to Australia by a young indigenous boy to undergo a personal transformation in the outback. The ﬁlm and advertising campaign each visualize Australia’s empty interior landscapes, presenting them as places of adventure, self-discovery, personal transformation, and redemption.