From Romana Gens to cumbiatella: Propaganda, migration and identity in Italo-Peruvian mobilities

Branding promotes and sells products and services through the creation of an identity - the brand. What happens when the promoter of a brand is a government? What transformations does a national identity experience when it becomes a brand to export? Is national branding a contemporary form of promoting national identities? To explore these questions, the article focuses on two artefacts that show the propaganda/branding strategies of Italians in Peru and Peruvians in Italy during the twentieth century: the magazine Romana- Gens ne la Terra de 'Los Incas' (1934-1941) and the ad-documentary Marca Perú in Loreto, Italy (2012). The analysis of these artefacts shows three dimensions of Italo-Peruvian mobilities. First, the complex negotiations of foreign populations that seek to integrate into their adoptive countries (and/or desired market). Second, the reversal of the direction of migration: Latin America was a point of arrival for the Italian immigrants from the nineteenth century until the 1970s, but during the last decades of the twentieth century, it became a point of departure to Italy, which was seen as a place of economic progress. Finally, the specific politics of affects in the relationship of Italian and Peruvian immigrants with national identities built during the nineteenth and twentieth centuries.