![]() ![]() So neatly does the event link to aspects of British identity it’s become an expression of culture. ![]() It’s a surprising topic to make a film about. Take The Charge of the Light Brigade (1968), Tony Richardson’s sweeping war epic that depicts an infamous (and disastrous) battle during the Crimean war (1854-56) that was botched by inept commanders and arrogant aristocrats. Many British-made films in the 50s and 60s cemented and perpetuated the ideas and – thanks to the excellence of many films from this period – continue to influence contemporary thinking. These traits are deeply entrenched into the global brain and, although they might not represent exactly how it is to live in the country today, continue to persist.įilm, the medium that allows the viewer to escape into and discover life through another’s eyes, has a lot to answer for. The stereotypical image of Britain and the cultural construction of ‘Britishness’ include everything from stiff upper lips, strict generals, queuing systems, tea drinking and a bigoted class system. Of course, national and cultural identity and the external perceptions of a country are constantly in flux a global popularity contest that is won and lost through representation and soft power politics that are impossible to control. They might be gimmicky, but they all come together to create a strong image and understanding of ‘Brand Japan’ that can be identified the world over. Clearly the appeal of Japan’s offbeat fast food menu items, distinctive fashion trends and cat café craze extends far beyond the shores of the rising sun. ![]() To compile the index, FutureBrand measures perceptions of countries around the world against guidelines similar to those that would be used to judge consumer brands. Last week, global brand consultancy FutureBrand named Japan as the world’s strongest country brand – the first time an Asian country has topped its annual Country Brand Index in its history. ![]()
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