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

Javier Suárez Trejo

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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.

Idioma originalInglés
Páginas (desde-hasta)21-44
Número de páginas24
PublicaciónModern Italy
EstadoPublicada - 1 feb. 2019
Publicado de forma externa


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