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. We examine how Denmark presents itself in China, and how the message inevitably tells how the Danish authorities...

Purpose – The purpose of this paper is to examine the concept of cultural misconceptions through the lens of actor‐network theory (ANT). Design/methodology/approach – The article discusses how cultural misconceptions may be encompassed at the tourist destination. Rather than seeing...

Purpose The study aims to explore the concept of the indigenous and how Greenlandic and Sámi indigeneities is expressed, made sense of and contested within a Nordic context by using the Eurovision Song Contest as a branding platform. Design/methodology/approach Initiating with an introduction...