role of language in place branding during the Covid-19 pandemic and post-lockdowns

Abstract

The articles in this issue examine the transformations and adaptations of place branding during the Covid-19 pandemic and post-lockdowns. Using five case studies, they examine how Covid-19 has changed place branding in Italy, Brazil, Japan, the Philippines, and France during different stages of the pandemic. The articles explore questions concerning how to (re)brand a global viral hotspot; the interplay of Covid-19, place branding and tourism; populism, nation (re)building and Covid-19 management; as well as the political nature and impact of place branding such as nation-building and nationalism during the Covid-19 pandemic and in a post-lockdown world. The articles examine place branding as semiotics with respect to how campaigns are entextualized and re-contextualized. They focus on tropes such as morality, fun, (lack of) mobility, and the future/time. Overall, this issue argues that Covid-19 is an event for place branding and that new tropes are likely to continue to emerge and endure.