Reinforcing Cultural Hegemony: Pakeha Perceptions of Brand New Zealand


  • Eveline Dürr



The entanglement and mutual constitution of New Zealand's branding strategies, national identity and local understandings of 'New Zealandness' are discussed. The key aspects and features of the Pakeha perceptions of brand New Zealand are highlighted.


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Author Biography

Eveline Dürr

Eveline Diirr is Professor at the Institute for Social Anthropology, Ludwig-Maximilians-University in Munich, Germany. She was trained in Social and Cultural Anthropology at several Universities in Germany and Mexico and held a position as Associate Professor at the Department of Social Sciences, AUT University, Auckland, from 2005 to 2008. She conducted fieldwork in Mexico, the USA, New Zealand and Germany. Her research interests include the formation of cultural identities, urban anthropology, globalisation processes and indigeneity. She is currently working on migration and transnational linkages between the Americas and the Pacific.