Michelle Wang: Blog 3

I believe France remade itself through leadership, government, and industries. Usher discusses that Colbert was a French politician under King Louis XVI who had “the goal of wanting to adapt his policies to local conditions” (237).In order words, Colbert was able to acknowledge the problems within the French government and able to transform France based on its local interests. The government was able to transform from removing privileges into encouraging the rise of industries and commerce. Usher states that Colbert’s administration led to establishing fine arts institution and for French artists to work in relation to the King (238). Eventually, Colbert’s administration had state policies that encouraged industries, manufacturing, and more imports. This goes back to the relationship between the government and industries and Colbert’s administration was able to promote new standards. Furthermore, De Jean states France focused on its economy, provided new standards for fashion, arts, and food (2). Because of Louis XVI’s patronage and government funding, France’s fashion industries grew with cafes, art, Palace of Versailles, boutiques, and fashion. Louis XVI  recognized the needs of France and for France was able to focus on imports which could sustain its economy. I believe for France to maximize its aesthetics is through the power of the people. Under Colbert and Louis XVI, France was an authoritarian government with a ruler and government having more power in order to achieve its standards. Colbert and Louis XVI intended to help France promote itself as an international and global power through trade and the arts but does not address the issues on what the entire France wants. A nation that has an authoritarian government can promote the country’s wealth but its GDP does not reflect the standard of living of every individual living in that country. In order for a country to focus on rebranding, there should be a focus towards global culture, capitalism, and not strict patronage. Patronage can limit a country’s maximum growth and standard of living. Greece has a strong government planning for national branding. Bisa discusses that the Greek government launched tourism campaigns and tourism accounts for nearly 18% of the country’s GDP (3). Since 2008, the Greek government invested in tourism in order to reduce debt. The government’s plan was to help Greece recover its economy at an international level.

Image Citation: Destination Marketing, Image Building & Country Branding | Greece’s “Masterpiece”             Campaign. 2009. Word Press, n.p.

Question:

What are other potential start-ups and innovations should France consider and ways to achieve this? 

Citations:

Bisa, Sofia. "Rebranding Greece: Why Nation Branding Matters." Exchange: The Journal of Public Diplomacy 6th ser. 4.1 (2013): 62-66. Web. 20 Jan. 2017.

<http://surface.syr.edu/cgi/viewcontent.cgi?article=1030&context=exchange>.

Joan Dejean. The Essence of Style: How the French Invented High Fashion, Fine Food, Chic Cafes, Style, Sophistication, and Glamour. New York: Free, 2005. Print.

Usher, Abott Payson. "Colbert and Governmental Control of Industry in 17th Century France ." 11th ser. 16 (1934): 237-40. The MIT Press , 25 Nov. 2015. Web. 20 Jan. 2017. <https://canvas.ucdavis.edu/courses/72045/files/folder/Readings/Week3?preview=617735>.