Peru Brand: a Nation under Construction?

Authors

  • Elder Cuevas-Calderón Universidad de Lima (Perú)

DOI:

https://doi.org/10.26439/contratexto2016.n025.653

Abstract

During the last decade Peru has experienced a euphoric rediscovery –pseudo revaluation as a country– due to its booming gastronomy, tourism and economic growth.In this context, the presentresearch uses semio-psychoanalytic and postcolonial theories to explain Peru’s social outlook regarding the concept of nation, its reunion with a non-existent identity and the construction of the idea of nation based on the marketing campaign titled the Peru Brand. Thus, Peru Brand, far from uniting all Peruvians and bring them together into the wellknown “melting pot”, becomes the resemantization of the old colonial discourse longing for a republic without natives. Therefore, in the Peru Brand advertising discourse, the “primitive natives” are white people brought from Nebraska and speak English.

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Author Biography

  • Elder Cuevas-Calderón, Universidad de Lima (Perú)
    Magíster en Estudios Culturales por la Pontificia Universidad Católica del Perú (PUCP) y licenciado en Comunicación por la Universidad de Lima. Ha sido profesor en la Universidad Científica del Sur, Universidad de Ciencias y Artes de América Latina (UCAL), Universidad de San Martín de Porres y el Instituto San Ignacio de Loyola, en diversas materias referidas al cine, publicidad y análisis del discurso. Actualmente enseña semiótica en la PUCP y en la Universidad de Lima. Su última publicación es Marca Perú/Farsa Perú: ¿un país en construcción? para el Centro de Pesquisas Sociossemiótica (CEP) de la Pontifícia Universida de Católica de São Paulo, Brasil.

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Published

2016-07-08

Issue

No. 025 (2016)

Section

Mutación del deseo: semiótica de la publicidad

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