A New Framework: The Sociotechnical Approach to Nation Branding

This research applies the principles of alignment and collaboration of technical and social systems to assess if the principles of Sociotechnical Systems Theory advance the theory and practice of nation branding. Following a mixed-method and mixed-model approach, using interviews, questionnaire and documentary evidence the aim of this work is to empirically investigate if the Isle of Man’s nation brand is affected by sociotechnical alignment in its creation, implementation and outcomes. The findings evidence how deficiency in branding know-how, the usage of incorrect tools in the production of the nation brand and the neglect of the brand’s social system leads misalignment in both technical and social systems; ultimately affecting the outcomes of the nation brand. Through these findings, this research has important implications for the filed of nation branding by confirming that the principles of sociotechnical theory can advance both the theory and practice of nation branding. This is achieved through facilitating transparency, democracy and expediting coherence, synergy and civic engagement with the nation brand. In terms of originality and contribution to knowledge, this work represents the first application of sociotechnical theory to nation branding and demonstrates that a nation brand is a sociotechnical system where distinct forms of technical and socio misalignment exist. It also uncovers the relationship between forms of nation branding sociotechnical misalignment and how as a consequence of these links, variants of misalignment combine to create other forms of misalignment within the nation brand’s sociotechnical system