Acceso usuarios
The intricate connection between nation branding efforts and the emotions they evoke has been inadequately addressed in existing branding and international relations literature. I propose a heuristic account that theorizes this relationship. By tracing the branding efforts made by China and the de-branding efforts made by Shen Yun Performing Arts (a troupe established by Falun Gong practitioners), I argue that these “authentic” Chinese cultural presentations elicit certain emotions. The emotional works are different for Chinese domestic audiences and for international audiences. I propose a duplex model to account for the emotional processes in these two groups of audiences. Four operating emotions—pride, guilt, admiration, and anger—solidify into various political attitudes toward China. Finally, I discuss the contributions of this duplex model and its further complications.
