Cities and Identities: An Overview of the Global South
Cities and Identities: An Overview of the Global South
deadline for abstract submissions:
20 August, 2025
contact email:
Call for Papers
Keith Dinnie defined nation branding with the reference “to a country’s whole image, including political, economic, social, environmental, historical and cultural issues (2008). Dinnie argued that governments use the concept of nation branding “to differentiate their nations on the global stage and to give themselves a competitive edge over ‘rival countries’” (2008). This use of nation branding was used as a way to restore South Korea’s international image. Dinnie stated, "A positive country brand provides a crucial advantage by helping to restore lapsed international credibility” (2008). Nation and city branding, often intertwined, are powerful tools for countries and cities to establish their identities on the global stage. City and nation branding are like two sides of the same coin. Cities often reflect a nation's identity, with historical cities boosting a country's cultural image or thriving economies attracting investment that benefits the whole nation. In turn, a strong national brand paves the way for city success. Cities can leverage national values and a country's global recognition to attract attention. This creates a powerful synergy where collaboration and shared resources lead to a cohesive national image. Ultimately, both cities and nations compete for attention in a global marketplace. By developing unique brand identities, they can stand out, attracting investment, talent, and fostering economic growth for both city and nation.
In the context of the Global South, product placement can be particularly effective in asserting independence and showcasing potential. By featuring local products or brands in popular media, these nations can challenge Western dominance and promote their own cultural identity. Additionally, product placement can help to attract foreign investment and tourism, contributing to economic development and strengthening the nation's global standing. Product placement, a strategic marketing technique, can be a powerful tool for both nation and city branding. By subtly integrating products into popular culture, such as films and television shows, brands can associate themselves with desirable lifestyles, values, or narratives. In 2017, Warsewicz & Kulykovets argued that the term “product placement began to be used in the early 1980s. First, it was used to refer to the practice of placing products in movies and then in the scientific community” (p.30). Dinnie defined the key factors to successful brand positioning are clarity, consistency, competitiveness, and credibility (p.52). These factors are considered advantageous for product positioning as they put it: “efficiency and credibility of the message-brands presented in film or TV series introduce an atmosphere of authenticity” (p.33). According to Warsewicz & Kulykovets (2017), the main purpose of brand positioning is “to explain how the brand will create a sustainable competitive advantage in the minds of customers to gain loyal customers and ensure revenue and profits” as well as “to capture a place in the mind of the customer with its identity” (p.25). This can help to enhance a nation's or city's reputation, positioning them as modern, innovative, or culturally rich.
This collection of essays investigates place, product, and city branding in the global south, including Africa and Asia. Going beyond simple presenting logos and slogans, this collection seeks to provide a thorough analysis of ads, billboards, posters, and leaflets as well as films and TV series as strategic communication tools to build city and country identity and culture. Under general conditions of globalization, liberalization, neo-liberalization, and post-post-modernism, the collection seeks to look at a network of interconnected factors and techniques of soft power the global south is becoming aware of to promote itself as an alternative to Western hegemony. Ranging between historical cases and contemporary ones, this collection aspires to shed light on the images these parts of the globe are trying to and investing time and effort to create. Based on a thorough theoretical background, this collection attempts to bridge the two sides of the global south and fill in a gap through an interdisciplinary approach that links culture to geopolitics to visuals and communication theories.
Authors are requested to submit an abstract of 200-300 words no later than 20 August, 2025. The submission should include a brief contributor bio containing the contributor(s)' name, designation, affiliation, email address, current address, and phone number. If applicable, URLs of personal blogs or websites may also be cited. Selected contributors will be invited to submit full papers by 15 November, 2025. Research based essays should adhere to a word limit of 6000 words. Submissions must be prepared in MS Word, utilizing Times New Roman font, size 12, with a line spacing of 1.5. It is necessary to follow the latest MLA format (9th Edition) for referencing and formatting the papers. The research methodology should employ the Works Cited pattern, while endnotes and footnotes should be avoided. The book will be published by a reputable international publisher with an ISBN. Authors should submit their work via email to the following address:
All submissions will undergo a two-tier evaluation process. Initially, they will be evaluated by the Editors or members of the Editorial Board. Submissions that demonstrate relevance to the field, uniqueness of ideas, and depth of critical thinking will be sent for blind peer review. The Editors, members of the Editorial Board, and esteemed Reviewers hold full authority to edit and revise articles to meet the editors' standards. Plagiarism is strictly condemned and will not be tolerated. Articles will be scrutinized using the latest plagiarism detection software. Any borrowed or quoted lines or ideas must be properly attributed and acknowledged. Contributors must certify that their work is original, unpublished, and free from any form of plagiarism. Additionally, contributors must affirm that the submission is original and it has not been previously sent for publication elsewhere.
References:
Dinnie, K. (2008). Nation Branding: Concepts, Issues, Practice. Dutton: ButterworthHeinemann.
Warsewicz, H & Kulykovets. O. (2017). “Product Placement as an Effective Tool for the Brand Positioning”. Advancing Insights on Brand
Management. Ed. P. Popoli. IntechOpen DOI: 10.5772/intechopen.69989
Edior
Dr. Cyrine Kortas