From Modernism to Populism – art as a discursive mirror of the nation brand

Purpose
This purpose of this paper is to examine the role played by the visual arts in expressing and shaping the nation brand. In doing so, it establishes the centrality of visual discourse in nation branding; illustrating that discursive strategies can directly alter the nation brand’s perception.

Design/ methodology/ approach
This single case study drawing on depth interviews, field observation and secondary/historical material, applies mediated discourse analysis and critical discourse analysis to capture a transitional period in the cultural policies and nation branding rhetoric across a timeframe of 60 years.

Findings
This study establishes the visual arts as a significant carrier of meaning reflecting changes in national discourse. This analysis illustrates that publicly supported visual arts can articulate policy aspirations and provide insight into the power of competing national discourse which co-exists, thereby shaping the internal and external nation brand.

Practical implications
The paper establishes visual arts as central to expressing national identity and policy and a tool for examination of national identify and policy. More broadly, the paper establishes public support for the (visual) arts as central to organic and inorganic nation branding projects providing insight for those engaged in such campaigns to prioritize arts funding.