[ecrea] Book publication: 'Nation Branding, Public Relations and Soft Power: Corporatising Poland'

I am pleased to announce the publication of a new book - the first in 
the English-speaking world research monograph analysing the link between 
nation branding and the governance of Poland's soft power. The book 
covers the following themes: Poland's foreign and public affairs; the 
marketization of statecraft and its implications for exercising soft 
power by Poland and other Central and Eastern Europe (CEE) states; shift 
in the governance of soft power resources - avenues of changes from 
propaganda to marketing communication; the mediation of state 
identities, national identities and soft power; the significance of 
nationalism(s) and promotional culture for Poland's soft power; the role 
and position of Poland in European affairs.


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Surowiec, P. (2017) Nation Branding, Public Relations and Soft Power: 
Corporatising Poland. London: Routledge.


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Nation Branding, Public Relations and Soft Power: Corporatizing Poland 
provides an empirically grounded analysis of changes in the way in which 
various actors seek to manage Poland's national image in world opinion. 
It explores how and why changes in political economy have shaped these 
actors and their use of soft power in a way that is influenced by public 
relations, corporate communication, and marketing practices.


By examining the discourse and practices of professional nation branders 
who have re-shaped the relationship between collective identities and 
national image management, it plots changes in the way in which Poland's 
national identity is communicated, and culturally reshaped, creating 
tensions between national identity and democracy. The book demonstrates 
that nation branding is a consequence of the corporatization of 
political governance, soft power and national identity, while revealing 
how the Poland "brand" is shaping public and foreign affairs.


This monograph, analysing nation branding in Poland's soft power, has 
been described as "a major intervention into debates surrounding 
transition and Europeanisation" (for more details about the book see: 
https://www.routledge.com/Nation-Branding-Public-Relations-and-Soft-Power-Corporatising-Poland/Surowiec/p/book/9781138818835; 
ISBN 978-1138818835; hardcover).



Table of Contents


     Introduction

1. From 'Total Wars' To 'Total Markets'

2. Soft Power, Nation-Building and Globalism Re-Considered

3. Reforming the Polish Statecraft: Foundations for Corporatisation

4. Mapping Out the Polish Field of National Images Management

5. Field Habitus and Legitimacy of Nation Branding In Soft Power

6. Political Economy of Nation Branding Practice in Poland

7. Articulating Branded Vision of Polishness for Soft Power

8. Poland as Markets' Playground: Towards New Statecraft

9. Conclusions: Updating the Field and Considering the Future of Soft 
Power Research

For any additional information, please contact:



Dr Pawel Surowiec
Senior Lecturer
Bournemouth University
Faculty of Media and Communication
Fern Barrow, Poole
Dorset, BH12 5BB, UK
Email: (psurowiec /at/ bournemouth.ac.uk)













Dr. Pawel Surowiec
Senior Lecturer in Propaganda Studies

Bournemouth University
Faculty of Media and Communication
Fern Barrow, Poole
Dorset, BH12 5BB, UK
Tel. 01202 965236
Email: (psurowiec /at/ bournemouth.ac.uk)
Blog:  https://brexitsite.wordpress.com/
Surowiec, P. (2016) Nation branding, public relations and soft power: 
corporatising Poland. London: 
Routledge.<https://www.routledge.com/Nation-Branding-Public-Relations-and-Soft-Power-Corporatising-Poland/Surowiec/p/book/9781138818835>
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