Brand Jamaica


Brand Jamaica

Reimagining a National Image and Identity

Edited and with an introduction by Hume Johnson and Kamille Gentles-Peart

252 pages
1 illustration, 1 table, index


December 2019


$45.00 Add to Cart
eBook (EPUB)
Ebook purchases delivered via Leaf e-Reader

December 2019


$45.00 Add to Cart
eBook (PDF)
Ebook purchases delivered via Leaf e-Reader

December 2019


$45.00 Add to Cart

About the Book

Brand Jamaica is an empirical look at the postindependence national image and branding project of Jamaica within the context of nation-branding practices at large. Although a tiny Caribbean island inhabited by only 2.8 million people, Jamaica commands a remarkably large presence on the world stage. Formerly a colony of Britain and shaped by centuries of slavery, violence, and plunder, today Jamaica owes its popular global standing to a massively successful troika of brands: music, sports, and destination tourism. At the same time, extensive media attention focused on its internal political civil war, mushrooming violent crime, inflation, unemployment, poverty, and abuse of human rights have led to perceptions of the country as unsafe.

Brand Jamaica explores the current practices of branding Jamaica, particularly within the context of postcoloniality, reconciles the lived realities of Jamaicans with the contemporary image of Jamaica projected to the world, and deconstructs the current tourism model of sun, sand, and sea. Hume Johnson and Kamille Gentles-Peart bring together multidisciplinary perspectives that interrogate various aspects of Jamaican national identity and the dominant paradigm by which it has been shaped.


Author Bio

Hume Johnson is an associate professor of public relations and media studies at Roger Williams University in Rhode Island. She is the author of Challenges to Civil Society: Popular Protest and Governance in JamaicaKamille Gentles-Peart is an associate professor of communication and media studies at Roger Williams University in Rhode Island. She is the author of Romance with Voluptuousness: Caribbean Women and Thick Bodies in the United States (Nebraska, 2016) and the coeditor, with Maurice L. Hall, of Re-constructing Place and Space: Media, Power, Discourse and the Constitution of Caribbean Diasporas.


"This collection offers new ideas for fuller global representation of Jamaica."—R. Berleant-Schiller, Choice

"The contributors to Brand Jamaica write from the perspectives of political science, tourism and hospitality studies, media studies, cultural and literary studies, and Caribbean studies. The book contributes new material to all of these fields. Making an original contribution to studies of Jamaican tourism and national identity, it also models a multidisciplinary approach to the critical assessment of the promises and shortcomings of the nation-branding trend, worldwide."—Colleen Ballerino Cohen, New West Indian Guide

“In the realm of tourism and tourism development, questions of the social, economic, and political ramifications of state-directed policies and their impact on local stakeholders are of utmost importance. An interesting scholarly study, this book is also a manifesto that lays out potential policy strategies that might be applied by the Jamaican government.”—Evan Ward, associate professor of history at Brigham Young University

Table of Contents

Hume Johnson and Kamille Gentles-Peart
1. Between Fame and Infamy: The Dialectical Tension in Jamaica’s Nation Brand    
Hume Johnson
2. Branding the Nation: A Rhetorical Analysis of the Jamaica Tourist Board’s Commercial Campaigns    
Nickesia Gordon
3. Women of “Paradise”: Tourism Marketing and the Lived Realities of Jamaican Women in the United States    
Kamille Gentles-Peart
4. Brand Jamaica and the Economic Cost of Homophobia: Initiating a Conversation    
Anna Kasafi Perkins
5. An (Un)easy Sell: Rebrandings of Jamaica in Marlon James’s A Brief History of Seven Killings and Its French and Spanish Translations    
Laëtitia Saint-Loubert
6. Brand Kingston: Reimagining Jamaica’s Capital City    
Hume Johnson
7. Hold On to What You Got: Intellectual Property and Jamaican Symbols and Culture    
Steffen Mussche-Johansen and Hume Johnson
Final Thoughts    
Hume Johnson and Kamille Gentles-Peart
List of Contributors    

Also of Interest