Introduction to Intercultural Studies: The Branding of Culture
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Course overview
- Provider
- Futurelearn
- Course type
- Free trial availiable
- Deadline
- Flexible
- Duration
- 2 hours
Description
Learn how products move across borders and how branding problematically draws on narratives of culture and place.
Discover how marketing uses narratives of culture and place.
The course examines an aspect of marketing through the ways branding makes use of cultural stereotypes to promote products or places. On the course you’ll consider the effects this might have on national and cultural identity and explore how some products are becoming decoupled from their culture of origin whilst others are localised. You’ll study the way in which nations use “soft power” through spreading of cultural products and practices, to influence the behaviour of people across the globe. You will also examine the idea of cultural imperialism and assess the ways in which it is resisted.
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