Skip to main content
SpringerLink
Log in

Colombia Was Passion: Commercial Nationalism and the Reinvention of Colombianness

  • Chapter
Commercial Nationalism

Part of the book series: Palgrave Studies in Communication for Social Change ((PSCSC))

Abstract

The last months of 2012 saw a nationalistic revolt in Colombian social networking sites where thousands of citizens protested against ‘Colombia is the Answer’, the new national brand of the country. Citizens criticized Juan Manuel Santos’ government and the organizations involved in the brand for spending 7,000 million pesos (approximately US$4 million) on the project. In this revolt, however, Colombians were not protesting against the marketization of their national identity or the selling of their country as a destination for travelers and foreign investors. Instead, what angered the population was the premature ending of ‘Colombia es Pasión’ (Colombia is Passion; CEP hereafter), the brand used to represent the country since 2005. In only seven years, the brand had been inscribed in the symbolic repertoire of Colombianness, to the extent that it came to be considered one of the most powerful symbols of the nation.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Anderson, B. (2006) Imagined Communities: Reflections on the Origin and Spread of Nationalism (london: Verso).

    Google Scholar 

  • Anholt, S. (2002a) ‘Foreword’, Journal of Brand Management 9(4/5), 229–239.

    Google Scholar 

  • Anholt, S. (2002b) ‘Nation branding: A continuing theme’, Journal of Brand Management 10(1), 59–60.

    Google Scholar 

  • Anholt, S. (2005) Brand New Justice: How Branding Places and Products Can Help the Developing World (oxford: Elsevier Butterworth-Heinemann).

    Google Scholar 

  • Aronczyk, M. (2008) ‘Living the brand: Nationality, globality and the identity strategies of nation branding consultants’, International Journal of Communication 2, 41–65.

    Google Scholar 

  • Banet-Weiser, S., & Lapsansky, C. (2008) ‘RED is the new black: Brand culture, consumer citizenship and political possibility’, International Journal of Communication 2, 1248–1268.

    Google Scholar 

  • Billig, M. (1995). Banal Nationalism (london; Thousand Oaks, California: Sage).

    Google Scholar 

  • Colombia es Pasion. (2006) ‘La pasion por Colombia invade los salones de clase’, Available at: http://www.colombiaesPasion.comes/sala-de-prensa/37-lo-que-dicen-de-colombia/568-la-Pasión-por-colombia-invade-los-salones-de-clase.html, [Accessed January 14, 2012].

    Google Scholar 

  • Colombia es Pasión. (2010a) ‘Cinco años de Colombia es Pasion’, Available at: http://www.colombiaesPasion.comes/sala-de-prensa/37-lo-que-dicen-de-colombia/669-cinco-anos-de-colombia-es-Pasion.html [Accessed January 14, 2012].

    Google Scholar 

  • Colombia es Pasion. (2010b) ‘Cinco años y mucho que contar’, Available at: http://www.colombiaesPasion.comes/sala-de-prensa/37-lo-que-dicen-de-colombia/670-juntos-tenemos-mucho-que-contar.html [Accessed January 14, 2012].

    Google Scholar 

  • Correa, T. (2010) ‘Framing Latinas: Hispanic women through the lenses’, Journalism 11(4), 425–443.

    Article  Google Scholar 

  • Domínguez, J. (2011) ‘Colombia solamente supera a Haití y Angola en desigual-dad’, Portafolio Available at: http://www.portafolio.coeconomia/colombia-solamente-supera-haiti-y-angola-desigualdad [Accessed April 15, 2014].

  • El Colombiano. (2012)’ se estrenó la nueva marca país’, El Colombiano Available at: http://www.dinero.comempresas/articulo/marca-pais-esta-nueva-imagen/159252 [Accessed April 15, 2014].

  • El Tiempo. (2011) ‘Colombia ocupa el lugar 87 en listado de países en que mejor se vive’, El Tiempo Available at: http://www.eltiempo.commundo/europa/ARTICULO-WEB-NEW_NOTA_INTERIOR-10687644.html [Accessed April 15, 2014].

  • Eriksen, T. H. (2006) ‘Nations in cyberspace’, paper presented at The ASEN Conference London School of Economics, Available at: http://www.philbu.netmedia-anthropology/eriksen_nationscyberspace.pdf [Accessed April 15, 2014].

    Google Scholar 

  • Frank, T. (2000) One Market Under God: Extreme Capitalism, Market Populism and the End of Economic Democracy (new York: Doubleday).

    Google Scholar 

  • Future Brand. (2011) Country Brand Index 2011 (London; New York; Shanghai: FutureBrand).

    Google Scholar 

  • Garcia Canclini, N. (2001) Consumers and Citizens: Globalization and Multicultural Conflicts (Minneapolis, London: University of Minnesota Press).

    Google Scholar 

  • Gellner, E. (1983) Nations and Nationalism (Ithaca, NY: Cornell University Press).

    Google Scholar 

  • Gomez, S. (2011) ‘Gobierno nombrará un ‘zar’ del TLC para impulsar el acuerdo comercial’, El Tiempo Available at: http://www.eltiempo.comeconomia/internacional/ARTICULO-WEB-NEW_NOTA_INTERIOR-10607885.html [Accessed April 15, 2014].

    Google Scholar 

  • Hobsbawm, E. J., & Ranger, T. O. (1983) The Invention of Tradition (cambridge; New York: Cambridge University Press).

    Google Scholar 

  • Jansen, S. C. (2008) ‘Designer nations: Neo-liberal nation branding — Brand Estonia’, Social Identities 14(1), 121–142.

    Google Scholar 

  • Kaneva, N. (2011) ‘Nation branding: Toward an agenda for critical research’, International J ournal of Communication 5, 117–141.

    Google Scholar 

  • Kaneva, N., & Popescu, D. (2011) ‘National identity lite: Nation branding in post-Communist Romania and Bulgaria’, International Journal of Cultural Studies 14(2), 191–207.

    Google Scholar 

  • Kotler, P., & Zaltman, G. (1971) ’social marketing: An approach to planned social change’, The Journal of Marketing 35(3), 3–12.

    Google Scholar 

  • Lightle, D. (2006a) ‘Colombia is Passion!’, Available at: http://www.icimarcom.comCOLO.html [Accessed April 15, 2014].

  • Lightle, D. (2006b) ‘My practice’, Available at: http://davidlightleblog.wordpress.commy-practice/ [Accessed April 15, 2014].

  • Londoño, J. (2010) ‘La de Uribe, una histórica popularidad’, El Colombiano Available at: http://www.elcolombiano.comBancoConocimiento/L/la_de_uribe_una_historica_popularidad/la_de_uribe_una_historica_popularidad.asp [Accessed April 15, 2014].

  • Markessinis, A. (2009) ‘Anholt quoted on Colombia and Iraq’s nation brands’, Available at: http://nation-branding.info2009/03/14/anholt-quoted-on-colombia-and-iraq-nation-brands/ [Accessed April 15, 2014].

  • Markessinis, A. (2010) ‘David Lightle’, Available at: http://nation-branding.infonation-branding-experts/david-lightle/ [Accessed April 15, 2014].

  • Moffett, M. (2008) ‘Colombia wants the world to recognize its passion’, The Wall Street Journal Available at: http://online.wsj.comarticle/SB122506768261770669.html [Accessed April 15, 2014].

    Google Scholar 

  • Molina, I., & Valdivia, A. N. (2004) ‘Brain, brow, and booty: Latina iconicity in U.S. popular culture’, The Communication Review 7(2), 205–221.

    Google Scholar 

  • Moor, L. (2008) ‘Branding consultants as cultural intermediaries’, The Sociological Review 56(3), 408–428.

    Google Scholar 

  • Moor, L. (2011) ‘Neoliberal experiments: Social marketing and the governance of populations’, in: D. Zwick & J. Cayla (eds.), Inside Marketing (new York: Oxford University Press).

    Google Scholar 

  • Olins, W. (2002) ‘Branding the nation — the historical context’, Journal of Brand Management 9(4/5), 241–248.

    Google Scholar 

  • Olins, W. (2003) On Brand (London: Thames & Hudson).

    Google Scholar 

  • Özkan, D., & Foster, R. J. (2005) Consumer citizenship, nationalism, and neoliberal globalization in Turkey: The advertising launch of cola turka’, Advertising & Society Review 6(3).

    Google Scholar 

  • Portafolio. (2012a) ‘10 datos que debes saber sobre la marca país’, Portafolio Available at: http://www.portafolio.codetalle_archivo/DR-63085 [Accessed April 15, 2014].

  • Portafolio. (2012b) ‘La respuesta es Colombia’, es el nuevo lema de la marca pais’, Portafolio Available at: http://www.portafolio.coeconomia/%E2%80%98la-respuesta-es-colombia%E2%80%99-es-el-nuevo-lema-del-pais [Accessed April 15, 2014].

  • Porter, M. (1994) Informe Monitor (Medellín: Comunidad Clúster).

    Google Scholar 

  • Presidencia de la Republica. (2008) ‘Presidente Uribe encabezará este jueves celebración de los tres años de Colombia es Pasión’, Available at: http://web.presidencia.gov.cosp/2008/junio/11/07112008_i.html [Accessed April 15, 2014].

  • Proexport. (2005a) ‘¡Muestra tu pasión! Es un compromiso de todos los colom-bianos’, Notiexport (25), 1.

    Google Scholar 

  • Proexport. (2005b) ‘Niños y jóvenes se convierten en guardianes de la pasión’, Notiexport (28), 11.

    Google Scholar 

  • Proyecto Diseño. (2005) ‘Colombia es pasión. Un debate de marca mayor’, Proyecto Diseño 42, 27–32.

    Google Scholar 

  • Proyecto Diseño. (2007) ‘La primera docena’, Proyecto Diseño 52, 40–91.

    Google Scholar 

  • Quintero, J. (2011) ‘Claudia Hoyos anuncia el fin del famoso eslogan Colombia es Pasión’, El Tiempo Available at: http://www.eltiempo.comgente/ARTICULO-WEB-NEW_NOTA_INTERIOR-10618844.html, [Accessed April 15, 2014].

  • Restrepo, M. L., Rosker, E., & Echeverri, L. M. (2008) El país como una marca (Bogotá: Colegio de Estudios Superiores de Administración).

    Google Scholar 

  • Revista Dinero. (2005) ‘El corazón no es suficiente’, Revista Dinero Available at: http://www.dinero.comagenda-publica/edicion-impresa/articulo/el-corazon-suficiente/29735 [Accessed April 15, 2014].

  • Revista Dinero. (2012) ‘Marca país: esta es la nueva imagen’, Revista Dinero Available at: http://www.dinero.comempresas/articulo/marca-pais-esta-nueva-imagen/159252 [Accessed April 15, 2014].

  • Sanín, J. D. (2010a) ‘Libertad, Pasión y Orden. Reconfiguración de la simbología nacional a través del Mercado’, in: G. Vanegas (ed.), Preámbulo: ejemplos empíri-cos de identidad nacional de baja intensidad en Cundinamarca y Boyacá (Bogotá: Ministerio de Cultura. Presidencia de la República), pp. 103–150.

    Google Scholar 

  • Sanín, J. D. (2010b) ‘Made in Colombia. La construcción de la colombianidad a través del mercado’, Revista Colombiana de Antropología 46(1), 27–61.

    Google Scholar 

  • Semana. (2005) ‘Nace la marca Colombia’, Revista Semana Available at: http://www.semana.comsociedad/nace-marca-colombia/89423-3.aspx [Accessed April 15, 2014].

  • Semana. (2006a) ‘Colombia es Pasión’, Revista Semana Available at: http://www.semana.comespeciales/colombia-Pasión/95445-3.aspx [Accessed April 15, 2014].

  • Semana. (2006b) ‘Los colombianos escogen su símbolo’, Revista Semana Available at: http://www.semana.comespeciales/articulo/los-colombianos-escogen-su-simbolo/79644-3 [Accessed April 15, 2014].

  • Semana. (2008) ‘Que quede claro: Colombia sí es pasión’, Revista Semana 1386, 80–81.

    Google Scholar 

  • Semana. (2010) ‘Cuidemos la libertad de iniciativa de emprendimiento, hoy maltratada en otros países: Uribe’, Revista Semana Available at: http://www.semana.compolitica/articulo/cuidemos-libertad-iniciativa-emprendimiento-hoy-maltratada-otros-paises-uribe/120161-3 [Accessed April 15, 2014].

    Google Scholar 

  • Smith, A. D. (1991). National Identity (Reno: University of Nevada Press).

    Google Scholar 

  • van Ham, P. (2000) ‘The rise of the brand state: The postmodern politics of image and reputation’, Foreign Affairs 80(5), 2–6.

    Google Scholar 

  • Vignolo, P. (2008) ‘Metamorfosis de una Pasión’, in: P. Vignolo (ed.), Ciudadanías en escena. Performance y derechos culturales en Colombia (Bogota: Universidad Nacional de Colombia).

    Google Scholar 

  • Visual Marketing Associates. (n.d.) VMA Worldwide. Destination Branding. Creating Global Prosperity One Place at a Time (Dayton, OH: Visual Marketing Associates Worldwide).

    Google Scholar 

  • Volčič, Z., & Andrejevic, M. (2011) ‘Nation branding in the era of commercial nationalism’, International Journal of Communication 5, 598–618.

    Google Scholar 

Download references

Authors
  1. Juan Sanín
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Pomona College, USA

    Zala Volcic  & Mark Andrejevic  & 

Copyright information

© 2016 Juan Sanín

About this chapter

Cite this chapter

Sanín, J. (2016). Colombia Was Passion: Commercial Nationalism and the Reinvention of Colombianness. In: Volcic, Z., Andrejevic, M. (eds) Commercial Nationalism. Palgrave Studies in Communication for Social Change. Palgrave Macmillan, London. https://doi.org/10.1057/9781137500991_4

Download citation

Publish with us

Policies and ethics

Search

Navigation