Welcome to the virtual state': Estonian e-residency and the digitalised state as a commodity

In this article, we examine the reconstruction and commodification of the national space through digital technologies by using the case of Estonian e-residency. E-residency or virtual residency' is an initiative of the Estonian government which gives foreigners global access to Estonian e-services via state-issued digital identity. We explore the ways in which the ideas of the virtual state' and virtual residency' have been employed for purposes of nation branding and national reputation management, and how the different logics of nation branding and nation building combined in the concept of e-residency have been negotiated in the national context. The study draws on a qualitative textual analysis of the official website of e-residency directed at foreign audiences and the national media coverage of the project addressing domestic publics. The analysis indicates that while the imagery constructed around the notions of the virtual state' and virtual residency' makes it possible to turn the national space into a commodity, presented outwards as a globally extensible and open transnational space, domestically it makes it possible to appeal to intact national space' and to legitimise e-residency as a socio-culturally safe', digitally mediated internationalisation of the society. This article forms part of the Theorizing Media in Nation Branding Special Issue.