This website uses cookies to ensure you have the best experience. Learn more

Branding Nationality Essay

1167 words - 5 pages

Australian identity is an ever-changing concept, arising as subject matter in copious debates, and often leading to speculation as to what it truly means to be an Australian. Stereotypes, defined as, “generalizations about a group of people whereby we attribute a defined set of characteristics to this group” (Lippmann 1922, Allport 1954) are often picked up by outsiders and in turn proliferated through iconic texts; rarely privileging Australian identity and ultimately leading to fallacious and simplified conceptions. Recognised as a prevalent aspect of Australian life, stereotypes are incessantly perpetuated through means of media, leading to prejudice; moreover, silencing the true Australian identity.

The Aussie Bushman stereotype, exploited throughout a range of texts, often results in misleading and inaccurate representations of Australian identity. The typical Bushman is characterised by their easy going and fair go attitude; demonstrating the importance of mateship and the irrefutable need to be resourceful, physically strong, resilient and quick on their feet. This ideology is foregrounded in a plethora of texts, such as; Crocodile Dundee, The Men of The Open Spaces and The Australian Legend, all revering Aussie Bushman traits. It is undeniable that there is an inextricable correlation between identity and culture; as Australia becomes increasingly multicultural, the more prevalent changes in national identity become. Stereotypes often disprove this idea, providing falsified depictions of Australian identity and failing to encompass such cultural diversity. This, in turn, can be detrimental to the nation, resulting in prejudices and; ultimately, serving as a hindrance for globalization.

A stereotype commonplace when looking at Australian identity, is that Aussie’s are equipped for any situation, share a healthy defiance and open disdain towards authority (Webb and Hall 2012), are free of worries and live in the bush. This stereotype was broadcast internationally with the release of Crocodile Dundee (1986), depicting a man who was allegedly born in a cave in the Northern Territory and raised by Aboriginal people; Michael J. ‘Croc’ Dundee possesses a great passion for the outback and the dangers that come with. Encounters with crocodiles have left him many scars and stories to tell, along with his tanned skin, blonde hair, rugged appearance, and have-a-go attitude. This movie prominently features old, worn down trucks, a helicopter as means of transport, a pub full of rugged men drinking foster’s beer and brawls, using slang and emphasising Australia’s pragmatic sense of humour. Sue, a reporter from America, has travelled to Australia to experience life in the bush and publicise Dundee’s story. When Dundee travels to America with Sue, emphasis is put on Dundee’s idiosyncrasies, juxtaposing everyday Americans with, so it seems, a ‘quintessential Aussie’. This part of the film consolidates the Bushman stereotype, eluding the fact that a...

Find Another Essay On Branding Nationality

International Marketing Case :Hershey Essay

2313 words - 9 pages in the aftermath of a takeover." Unlike Nestlé each subsidiary is designed to be completely self-contained (Multinational stage - Bartlett and Ghoshal 1989) and "blend into the local environment." With each subsidiary assuming the nationality of the host country, due to decentralised decision-making and control with respect to the local products. This approach maybe slower than Nestlé's approach as it takes time to

Comparing the Black Album and Rushdie's The Satanic Verses

2779 words - 11 pages within a larger context of the politics of identity, race, and nationality. Salman Rushdie's The Satanic Verses and the larger religious question associated with it, serve to polarize the British community between Muslims and non-Muslims, as well as to polarize people supporting liberation and those supporting containment. Combined with other cultural references, Kureishi uses the literary allusion to create his themes and symbolism

Discussion of the Importance of Economic Factors in the Changing Nature of Jew-hating

2135 words - 9 pages war which resulted in the Anti-Jewish riots. The cause of the war encouraged the 1920 British version of the Protocols (later proving to be fake after investigation) to surface sparking Anti-Semitic articles in the press branding Jews as ‘Aliens.’ The First World War is arguably the clearest indication of when the change took place within Britain as the outcome and economic situation of Britain after the war

Disney’s Capitalization on American Roots

1995 words - 8 pages figurine of the Statue of Liberty and throws a tomato in Hitler’s face, which is a common symbol of disapproval used in comedies (youtube.com). In this and a few other films made by Disney political freedom and American nationality is being marketed not cartoon characters and films. Political freedom wasn’t the only thing Disney was trying to mass produce and sell to the public. Their longest running advertisement, which began in 1987 and is

Racism In America

2222 words - 9 pages Racism In America Racism (n): the prejudice that members of one race are intrinsically superior to members of other race (Wordnet search, 1), a controversial topic in today’s society, a subject that many people try to sweep under the rug, but yet a detrimental problem that has been present in America since the colonial era. Will this dilemma come to a halt? Can all Americans see each other as equals despite their skin color and nationality

National Cultures and Organizational Cultures

2204 words - 9 pages well as international. With globalization, culture is predominantly important deliberate issue in market that has to be faced & properly managed. Due to globalization people from different races, ethnicity ,language, nationality, religion contribute as a labour force for an organization. Cultural assortment has become an issue when applied in the direction of the workplace. Need to understand cultural diversity : (Banjree, 2008) It is necessary

Intraracial Racism

1970 words - 8 pages economically. This housing segregation resulted in the formation of poor, homogeneous communities in New York. The discrimination from those living on the Island towards those now living in the US is a situation seldom discussed but nevertheless concrete. A possible cause for this attitude might lie in the North American stereotypical branding of all Puerto Ricans based on their views of such immigrants. Moreover, the overall change of environment

Case 4.9 The 'David Beckham' Brand (ICFAI)

2024 words - 8 pages . His popularity transcended all barriers of age, nationality or gender. He had the ability to attract even people who had no real interest in the game. His good looks, talent as a player, his clean-cut image as a family man and his lifestyle with his pop star wife, Victoria Adams, all contributed to the appeal of Beckham. Beckham and his wife were always very image conscious and tried to portray an image of exclusivity in public. Whatever they

Ecobus Marketing Coursework - Nokia - The Wireless Giant

2881 words - 12 pages has managed to secure a large share of the market, leaving its competitors far behind. Methodology In order to fill my purpose, I will collect both primary as well as secondary data from the appropriate sources. To collect the primary data, I will hand out questionnaires to a sample group of people varying in age and nationality. This is necessary to get a wider perspective of the possible customers of Nokia. Two samples of the

Chevron - The power of human energy

9684 words - 39 pages - Attracting labour by utilizing planned communication directed at potential persons or institutions (Thomas & Kleyn, 1989)Corporate advertising - Establishing, developing, and enhancing the corporate image of an organization through corporate branding (Bernstein, 1986)Internal communication - Is in Chevron's case and with the Human Energy Campaign external communication aimed at communicating internally.Chevron uses all 6 of the above-mentioned

Under armour

3009 words - 13 pages , religion, and nationality. Along with that, child labor laws are set so they will not purchase any products from suppliers that uses forced labor. Ethically, Under Armour suppliers must comply with all local, state, federal, national, and rules and regulations in their business practices. If so, their request to distribute their product will not be granted. All employees must adhere to the same rules listed under the code of conduct, as

Similar Essays

Branding Our Lives Essay

1357 words - 5 pages institutions such as schools, on youth identities, on the concept of nationality and on the possibilities for unmarked space”(275). In conclusion, the branding process was created for the survive of one group of people, but it holds the leash and is able to fully control many groups of people. And a war that still continues, and has continued for two centuries.

Application Paper 1

1723 words - 7 pages The following paper is a comparative analysis of the theories and methods used by the authors of “Inked into Crime? An Examination of the Casual Relationships between Tattoos and Life-Course-Offending among males from the Cambridge Study in Delinquent Development” (Jennings, Hahn, Farrington 2014) and “Nonmainstream Body Modification: Genital Piercing, Branding, Burning, and Cutting” (Myers 1992). Jennings, Hahn, and Farrington’s article

National Identity In Julian Barnes' England, England

1197 words - 5 pages , but by other nations – possible tourists, possible residents that may add diversity and, thus, a shift towards breaking old stereotypes and becoming a modernized nation. When Sir Jack Pitman, England’s scheming tycoon, recruits the best of the best to assist him in creating his theme park of re-created English history, England, England, he calls in a Frenchman to do the job. Barnes juxtaposes this man’s nationality to the idea of the

Culturally Sorting Airline Passengers Essay

2589 words - 11 pages As the airplane levels off at it’s optimal cruising altitude of 38,000 feet, you pull out the in-flight magazine, whose cover is filled with images of fame and happiness, from the seat-back pocket. Through all airlines providing the same service (flights), branding is the key to achieving a competitive advantage. The in-flight magazine becomes a vital product through which airlines can promote their brand, sell products and build relationships