Foreign policy on national image: brand Argentina in La Nación newspaper (2005-2007)

Abstract

The empirical object of this study is the Brand Argentina Strategy. Interested in its domestic spreading, the presence of the Argentina brand in La Nación newspaper between 2005 and 2007 was registered: from the launch of the brand strategy, until the end of Néstor Kirchner administration. Thirty three articles were the study u nits analyzed. Each of them was examined under several variables: object s and actions, addresser and addressee subjects, and time frame. In addition, some early theoretical reflections about Brand Argentina Strategy as a public policy were introduced.