| Publication |
2012.
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| Summary/Abstract |
The idea of a post-1990s re-formed India is shaped by an imaginary of a fractured body of the nation-a 'new' nation in tune with the neoliberal desires of a structurally adjusted world and the 'old' nation constitutive of superfluous matter in excess of that seductive world. This imaginary is not only etched in popular discourses but also in the policy-making apparatus engaged in the task of creating a global identity for India. Taking the Brand India initiative-promoted by the Indian state to produce positive images of the nation for global publicity-as a case study, this article argues that in this shift from nation building to nation branding, the very idea of prosperity and equity has now become first and foremost a matter of image. In this world of images, one can also witness how a competitive strategy to seek more corporate investments through concerted brand campaigns has redefined the relationship between the nation and corporations. While earlier it was the corporations which sought the endorsement and patronage of the sovereign, now it is sovereign nations which are seeking to become the most 'favoured investment destinations' that purvey global capital.
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