Nation in Market Times: Connecting the National and the Commercial. A Research Overview

Abstract This article provides an overview of the growing body of research pertaining to different forms of mediated nationhood. In particular, it focuses on the relatively recent trend toward increasing articulations of national identity with the language of consumerism and neoliberal market ideology. It argues that the process is twofold; on the one hand commercial entities employ nationalist appeals in order to sell their commodities, a process which is called “nationalizing the commercial”. On the other hand, nation states make advantage of advertising agencies to create attractive and competitive nation brands which is a process of “commercializing the national”. The article argues that this double logic is a result of the growing importance of the economic power in societies which can be named as " economization of the social" . In the context where the political articulations of nationhood are subsumed by the commercial ones, the link between the national and the commercial is seldom challenged or questioned.