Private and public partnerships: The Greek diaspora’s branding of Philotimo as identity

This article recognizes the discourse of Philotimo as a prevalent mode of the diaspora’s representation of national identity in the context of the Greek debt crisis. It shows how this narrative adheres to the cultural technologies of nation branding to establish a positive Greek self-representation and in so doing, countering the crisis-related international devaluation of the national image. This cultural rehabilitation functions as a mode of governmentality: it seeks to shape the global perception of Greece and Greek identity for several interrelated purposes. First, in endowing value to Greek identity, it aims to restore national credibility and in turn cast Greece as an attractive destination for foreign investments. In this capacity, the narrative links national culture with global capitalism. Second, in redeeming the Greek nation as a moral nation, the branding fosters diaspora solidarity to Greece as a moral imperative. Notably, the purpose of the branding enterprise is not to merely disseminate a favourable image globally, but also to constitute Greek identity in the diaspora and Greece. Operating at the intersection of national, transnational and global processes, the narrative requires analysis that extends beyond the conventional framework of diaspora‐homeland relations. The Greek branding enters a broader politics in which countries deploy their national cultures to position themselves competitively within global capitalism. From this angle, the article identifies an emergent diaspora political form ‐ a partnership between private and civic organizations ‐ which asserts authority to represent Greek identity globally for the purpose of economic, social and cultural gains. It concludes with a reflection about the social and political implications of this branding, as well as the role of scholars who write about this phenomenon, and more broadly about Greek national mythologies.