Auto-Communication and Micro-Orientalism at the Shanghai Expo 2010: Performing and Regulating 'Danishness"

Carina Bregnholm Ren, Can-Seng Ooi

    Research output: Working paperResearch

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    Using the concepts of auto-communication and micro-orientalism, this article argues that nation branding at World Expos produces and propagates notions of difference and otherness. By use of the Danish ‘Welfairytales’ pavilion at the 2010 Expo in Shanghai, we show how national Self is performed in two versions. One attempts to communicate ‘the good Danish life’ to the Danes themselves, while the other claims Occidental superiority. The case shows how the Danish exhibition is performed and regulated as sustainable and authentic and how in spite of its seemingly dialogical and interactive layout, a number of auto-communicative and micro-orientalist practices are enacted.
    Original languageEnglish
    Place of PublicationFrederiksberg
    PublisherDepartment of International Economics and Management, Copenhagen Business School
    Number of pages26
    Publication statusPublished - 2012
    SeriesCLCS Working Paper Series


    • World Expo
    • Branding
    • Micro-Orientalism
    • Auto-Communication
    • Performing the National
    • Otherness

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