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244425

REBRANDING THE NATION: IN THE CONTINGENCIES OF ARCHITECTURE AND NATIONAL CELEBRATIONS

Article

Last updated: 05 Jan 2025

OverviewSimilar Items

Subjects

-

Tags

Research in the fields of Architecture (Sustainable design, Urban plan…d Urban Energy, Smart Cities, City Branding, Responsive Architecture)

Abstract

This paper suggests a tripartite association of architecture, national celebrations, and nation's branding conveying narratives to national and international levels. This paper focuses on the three periods of Khedive Ismail, Nasser, and Sadat—as three influential periods that epitomized imperial and anti-imperial discursivity. It utilizes scholarly research and coincident discourses, underpinning George Mosse's the Nationalization of the Masses (1975) and Simon Anholt's Competitive Identity (2007). It argues that the contingencies of architecture and ‘liturgy' of celebrations convey a national brand that creates a unified identity and enables global competencies. Although the role of architecture is different for different national celebrations, both architecture and celebrations are essentially coherent—for example, cosmopolitanism brand was conveyed in the Khedival era. Further, while Nasser's regime conveyed a modern socialist brand, Sadat bestowed the militarism brand. This study is thus a timely instance of architectural encounters, given the contemporary endeavor for reviving the heydays of Egypt through the splendid celebrations by the current state.

DOI

10.47436/jaars.2022.108691.1059

Keywords

National Celebrations, Architecture, Brand, Nasser, Sadat

Authors

First Name

Marwa

Last Name

El-Ashmouni

MiddleName

M.

Affiliation

Department of Architecture, Faculty of Engineering, Beni-Suef University, Egypt

Email

mmoustafa2020@gmail.com

City

Beni-Suef

Orcid

-

Volume

3

Article Issue

5

Related Issue

35059

Issue Date

2022-06-01

Receive Date

2021-12-04

Publish Date

2022-06-01

Page Start

17

Page End

32

Print ISSN

2535-1508

Online ISSN

2535-2369

Article File

JAARS_Volume 3_Issue 5_Pages 17-32.pdf

PDF . 954.4kB

Link

https://jaars.journals.ekb.eg/article_244425.html

Detail API

https://jaars.journals.ekb.eg/service?article_code=244425

Order

244,425

Type

Specialized scientific research papers

Type Code

1,740

Publication Type

Journal

Publication Title

Journal of Arts & Architecture Research Studies

Publication Link

https://jaars.journals.ekb.eg/

MainTitle

REBRANDING THE NATION: IN THE CONTINGENCIES OF ARCHITECTURE AND NATIONAL CELEBRATIONS

Details

Type

Article

Created At

23 Jan 2023