| Summary/Abstract |
How does nation branding reflect state–society relations and more pertinently, what does it reveal about the way political power is legitimated by a given state and why? This question seldom receives attention in the rapidly expanding scholarship on nation branding. This article examines and interprets national branding processes in post-apartheid South Africa within the context of larger efforts by political elites to legitimate the new state and society and to address some of the complex legacies of the apartheid past. These efforts targeted domestic and international audiences in distinctive ways, intertwined foreign and nation-building policies, and sought to communicate key ideas about South Africa as state and nation and about the state’s role in the wider world order. The article considers how different groups of state-linked actors participated in exercises of legitimation and the discursive mechanisms that were relied on. Three such mechanisms are highlighted: (i) the construction of a distinct African-style modernity (here termed Afro-modernity); (ii) claims of South African exceptionalism articulated in boosterist branding campaigns; and (iii) expressed, variously through foreign policy signals, diplomatic posturing and hallmark events, the projection of a national role conception as leader on the African continent and of the Global South. These compound political processes had ambivalent and incomplete outcomes, however. This article considers why and what the implications are for the South African state and its society.
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