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Auto-Communicating Micro-Orientalism: Articulating ‘Denmark’ in China at the Shanghai Expo
Citation
Ren, C and Ooi, CS, Auto-Communicating Micro-Orientalism: Articulating Denmark' in China at the Shanghai Expo, Asia Europe Journal, 11, (2) pp. 129-145. ISSN 1610-2932 (2013) [Refereed Article]
Copyright Statement
Copyright Springer-Verlag Berlin Heidelberg 2013
DOI: doi:10.1007/s10308-013-0346-6
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. We examine how Denmark presents itself in China, and how the message inevitably tells how the Danish authorities view the Chinese. Using the Danish ‘Welfairytales’ pavilion at the 2010 World Expo in Shanghai, we show how the 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. This study is based on field participation, observations and interviews. Public sources of information are also used.
Item Details
Item Type: | Refereed Article |
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Research Division: | Human Society |
Research Group: | Other human society |
Research Field: | Studies of Asian society |
Objective Division: | Culture and Society |
Objective Group: | Communication |
Objective Field: | Communication across languages and culture |
UTAS Author: | Ooi, CS (Professor Can Seng Ooi) |
ID Code: | 117633 |
Year Published: | 2013 |
Web of Science® Times Cited: | 8 |
Deposited By: | Office of the School of Social Sciences |
Deposited On: | 2017-06-22 |
Last Modified: | 2018-03-22 |
Downloads: | 0 |
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