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(In)credible India? A critical analysis of India's nation branding

Edwards, Lee ORCID: 0000-0001-6542-1234 and Ramamurthy, Anandi (2017) (In)credible India? A critical analysis of India's nation branding. Communication, Culture & Critique, 10 (2). pp. 322-343. ISSN 1753-9129

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Identification Number: 10.1111/cccr.12152


We offer a political-economic, postcolonial interrogation of nation branding based on the Incredible India campaign. We show how the discursive violence inherent in nation branding promotes internal hegemonies and external market interests at the expense of cosmopolitan ideas of belonging and community. In Incredible India, colonial identities are reinscribed, peripheralizing India in line with the demands of global markets, privileging Western desires and imagination. Internal political hegemonies promoting India as a Hindu nation are also reflected in the campaign, marginalizing minority groups. However, the attempt to construct a unitary nation simultaneously reveals the presence of the “other,” contesting the narrative's boundaries. The analysis confirms nation branding as a fundamentally political process, implicated in the production and perpetuation of inequalities.

Item Type: Article
Official URL:
Divisions: Media and Communications
Subjects: J Political Science > JQ Political institutions Asia
Date Deposited: 07 Nov 2017 10:27
Last Modified: 20 Oct 2021 03:24

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