Branding the Open-minded Nation: Dutch Authors at the 2011 Beijing Book Fair

Abstract

In 2011, the Netherlands was invited to be the guest of honour at the Beijing Book Fair. This fair attracted controversy that revealed the tensions that exist between nation branding, public diplomacy, and literary autonomy: while its sponsor, the Ministry of Culture, regarded the fair as a perfect marketing opportunity, Amnesty International used the occasion to protest repression in China. Dutch authors invited to participate in the fair forged an alternative position by emphasizing their status as autonomous artists. However, an analysis of the debate in the Dutch media shows that both the Ministry, Amnesty International, the Dutch Foundation for Literature, and many authors interpreted the contact between Chinese and Dutch authors as a clash between an open(-minded) culture and a closed one.