School of Modern Languages

Staff Profiles

Felix Lossio Chavez
Felix

Doctoral Student in Latin American Studies

Supervisors

Dr Patricia Oliart and Dr Jorge Catalá-Carrasco

Nation-branding in Peru and Cuba. Postcolonial tensions and marketing strategies

This project seeks to examine the social significance of constructing the nation as a cultural commodity –as a brand. Specifically, I will analyse the “nation-branding” campaigns recently developed by Peru and Cuba, being Peru my central case.

Nation-branding include advertising and marketing strategies such as videos, slogans, logos and images that attempt to promote investment, tourism and stimulate a local sense of belonging. By doing so, they simultaneously produce a narrative of the nation and suggest ways in which citizens, investors and foreign tourists should relate to it.

This is what I name the “advertising discourse of the nation”: the narrative of the nation constructed by advertisers and advertising operators and processed by the public through consumption and which I aim to unveil. To accomplish my goal, I am following a qualitative oriented perspective by carrying out four methodological strategies: visual analysis of the products promoted, interviews with local advertisers and marketing operators, discourse analysis of online textual interactions referred to the campaigns and literature review on nation-branding.

Theoretically, I will dialogue two perspectives: sociology of consumption and, in a minor extent, postcolonial theory. Particularly, concepts such as simulacrum, brands and the nation will be central. The cases chosen will give a first approximation to understand this phenomenon in Latin America: Peru and Cuba share a colonial background and a postcolonial scenario, but are currently governed through dissimilar economic models.

Finally, this dissertation intends to deepen on the question around the making of the nation in countries embedded in a postcolonial social order and in a neoliberal post-fordist economy.

Research Interests

Cultural studies and popular culture in Latin America; the creative industries; marketing and advertisement, identity and the nation; film, postcolonialism.

Research Groups

Americas Research Group; Cultural Significance of Place Research Group; Society for Latin American Studies.

Teaching

  • Seminar Tutor for UG module Representations of revolution, dictatorship and democracy in Spain and Latin America, School of Modern Languages, Newcastle University.
  • Seminar Tutor for UG module Introduction to Latin America, School of Modern Languages, Newcastle University.
  • Seminar Tutor for UG module Introduction to Literature, School of Modern Languages, Newcastle University.
  • Seminar Tutor for UG module Language for Business Spanish, School of Modern Languages, Newcastle University.
  • Lecturer on PG (MA) module Cultural Industries and Policies, Maestria en Estudios Culturales, Pontifica Universidad Catolica del Peru
  • Lecturer on UG modules Culture and Society; Culture and Politics; Facultad de Sociologia, Pontifica Universidad Catolica del Peru
  • Lecturer on UG modules Introduction to Sociology; Peruvian Social Reality; Film; Facultad de Estudios Generales Letras, Pontificia Universidad Catolica del Peru
  • Lecturer on Cultural Studies, Diplomado en periodismo cultural, Universidad Antonio Ruiz de Montoya.

Publications

Book:

2007. Sumando Esfuerzos. 10 experiencias de participación ciudadana en la gestión local. (“Adding efforts. 10 citizen participation experiences in local administration. Lima: Red para el Desarrollo de las Ciencias Sociales en el Perú. (co-editor with Armando Millán)

Articles in books, journals and magazines:

2014. A propósito del ART LIMA. El aporte de las industrias culturales en la economía. (About ART LIMA. The contribution of the cultural industries to the economy) In: Semana Económica. Lima, 30 de Marzo de 2014.

2012. La suspensión de la política en el cine de catástrofes. (“The suspention of politics in catastrophe movies” In: La pantalla detrás del mundo. Ficciones fundamentales de Hollywood. (“The World Behind the Screen. Fundamental fictions in Hollywood”)  Juan Carlos Ubilluz (Ed). Lima: Red para el Desarrollo de las Ciencias Sociales en el Perú.

2012. Review of “Figuraciones del mundo juvenil en el cine contemporáneo” (“Youth figurations in contemporary cinema”). Gonzalo Portocarrero, Fernanda Montenegro y Stephan Gruber. En: Debates en Sociología N. 36. Lima: Fondo Editorial de la Pontificia Universidad Católica del Perú.

2011. Ethnic tensions on Facebook: political struggles and cultural fractures on the 2011 Peruvian presidential campaign. In: Peru Update - Bimonthly Publication of the Peru Support Group. Issue 148. Oct-Nov. www.perusupportgroup.org.uk  

2010. Ahí si hubo justicia: linchamientos en el Perú actual. (“Justice was there”: lynching law in contemporary Peru”). En: Debates en Sociología N. 33. Lima: Fondo Editorial de la Pontificia Universidad Católica del Perú.

2010. Arte, religión y política. Nuevas formas de irrupción pública en el Perú. (“Art, religion and politics: alternative ways of public intervention in Peru”). En: Portocarrero, Gonzalo, Ubillúz, Juan Carlos y Vich, Víctor (eds). Cultura Política en el Perú. Tradición autoritaria y democratización anómica. Lima: Red para el Desarrollo de las Ciencias Sociales en el Perú.

2007. Bollywood desde el Perú: amor, música y nación en el cine hindu. (“Bollywood from Peru: Love, music and nation in hindi cinema”.) En: López Maguiña, Portocarrero, Silva Santisteban y Vich (eds). Industrias Culturales. Máquina de Deseos en el mundo contemporáneo. Lima: Red para el Desarrollo de las Ciencias Sociales en el Perú.

2007. La mesa de diálogo de la provincia de Espinar (Cusco): solucionando conflictos entre la sociedad civil local y la empresa minera BHP Billiton Tintaya sin la presencia del Estado. (“The debate table in the province of Espinar (Cusco): solving conflicts between civil society and mining enterprise BHP Billiton Tintaya with out the presence of the government.) En: Panfichi, Aldo (ed). Participación Ciudadana en el Perú: disputas, confluencias y tensiones. Lima: Fondo Editorial de la Pontificia Universidad Católica del Perú. (co-author with Luis Camacho)

2004. La cuestión de la seguridad en Nuevo Pachacútec: interfaces, problemas y posibilidades. (“The security dimension in Nuevo Pachacútec: interfaces, problems and possibilities”).Red de trabajo de CLASPO (Center for Latin American Social Policy). En: http://www.lanic.utexas.edu/

Conferences

Presented paper at “Hidden landscapes in the Americas” Conference. (7th March, 2013) University of Durham.

Presented paper at V regular meeting of the Inter-American Committee of Culture. (March the 21st-22nd, 2012). Organization of American States, Washington D.C.

Presented paper at PG conference entitled UK postgraduates conference on Peru (3rd May 2012). Americas Research Group, Newcastle University

Presented paper at SLAS 2012 Annual Conference. Panel entitled Culture, Place and Tourism in Latin America (18th-20th April 2012). Sheffield University

Presented paper at conference entitled “Arts and Politics in Peru”. (August the 27th, 2011.) National School of Arts, Lima.

Presented paper at conference entitled “Good Practices Observatory in Latin America”. (November 5 and 6th, 2009) Concepción, Chile.

Co-convenor and presented paper at conference entitled “The World Behind the Screen. Cinema and contemporary society” (10th, 11th and 12th  of November, 2009.) Pontificia Universidad Católica del Perú. Lima.

Co-convenor and presented paper at conference entitled “Political Culture in Peru” (13th and 14th of November, 2008.) Centro Cultural de la Pontificia Universidad Católica del Perú. Lima.

Co-convenor and presented paper at conference entitled ““Cultural Industries: Desires machine in contemporary world” (9th10th and 11th of May, 2007.) Centro Cultural de la Pontificia Universidad Católica del Perú. Lima.

Awards

2014. Graduate Teaching Studenship granted by Newcastle University (UK) to develop Ph.D studies at the Iberian and Latin American program for a project entitled “Nation Branding in Latin America: postcolonial tensions and marketing strategies”.

2008. Award for the best BA thesis at Pontificia Universidad Católica del Perú, granted by the University Academic Research Department.

Academic Background

MSc in Culture and Society, The London School of Economics and Political Science, United Kigdom.

BA (Hons) in Sociology, Pontificia Universidad Catolica del Peru.