Damsels in distress: gender and negative place branding

Abstract This article provides a historical perspective on how institutionalized articulations of gender in visual news narratives may contribute towards the erosion country’s soft power potential. It analyses thirty years photographic coverage given by an elite western publication, Time magazine to women from two countries with problematic place brands: Iran and Pakistan. study documents iterative longitudinal patterns grammar layered marginalization within narratives. Women are much less visible terms image frequency, selective value placed certain kinds female subjects across decades, choices often shaped stereotypes as well foreign policy preferences. For Iranian women, discourse empowers resisting conservative forces, valorizes trailblazers redefining public space. Pakistani narrative showcasing political activism devolves into one highlighting victims/activists context gender-based discrimination. The choice ‘valuable’ bodies both instances, expressed help quantifiable semiotic trends camera angles, shot gaze, is imbued indirect judgment leadership cultural socio-political systems themselves. In cases, overall system pre-disposed oppress thus negatively juxtaposing ‘people’ aspect Anholt Nation Brand Index against elements governance, culture heritage, detriment brands.