Auto-communication and Micro-orientalism at the Shanghai Expo 2010: Performing and regulating ‘Danishness’

Carina Bregnholm Ren, Can-Seng Ooi

    Publikation: Working paper/PreprintWorking paperForskning

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    Abstrakt

    Abstract: Using the concepts of auto-communication and micro-orientalism, this article argues that nation branding at World Expos produces and propagates notions of difference and otherness. By use of the Danish ‘Welfairytales’ pavilion at the 2010 Expo in Shanghai, we show how national Self is performed in two versions. One attempts to communicate ‘the good Danish life’ to the Danes
    themselves, while the other claims Occidental superiority. The case shows how the Danish exhibition is performed and regulated as sustainable and authentic and how in spite of its seemingly dialogical and interactive layout, a number of auto-communicative and micro-orientalist practices are enacted.
    OriginalsprogEngelsk
    UdgivelsesstedCopenhagen Business School
    UdgaveCLCS Working Paper Series
    Sider1-27
    Antal sider27
    StatusUdgivet - 7 nov. 2012

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