国家のソフトパワーを担うブランディングに言語が果たす役割を検討する学際的な研究の最前線へ。日本の「クール・ジャパン」戦略を含む全20章。New in paperback. Hardcover was published in 2020. Brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. From the Contents: 12: National anxieties in polite disguise: Cool Japan branding and the inversion of globalization (Rebecca Carlson).