The book speculates on city branding in the public sector from a privileged linguistic, discursive and semiotic perspective, exploring how local administrations use new media in their communication agendas. Like nations and regions, cities have become aware of the importance of building a convincing reputation to engage their local and global stakeholders – residents, businesses, investors, tourists, students, sports and cultural organisations. Thanks to this wide potential reach, the city brand has expanded from a mere tourism strategy into a multifaceted tool of e-governance in the hands of local administrations and their civic partners by addressing key issues such as active citizenship, social inclusion and promotion of cultural heritage and mega-events like world fairs. This global phenomenon is retraceable to the growing conventionality of representational criteria and the standardisation of digital genres in contemporary urban policy discourses, thus illustrating the constant negotiation of local governments between the civic and the managerial.

City branding and new media: linguistic perspectives, discursive strategies and multimodality / M.C. Paganoni. - Basingstoke : Palgrave Macmillan, 2015 Jan. - ISBN 9781137387950. (PALGRAVE PIVOT) [10.1057/9781137387967]

City branding and new media: linguistic perspectives, discursive strategies and multimodality

M.C. Paganoni
2015

Abstract

The book speculates on city branding in the public sector from a privileged linguistic, discursive and semiotic perspective, exploring how local administrations use new media in their communication agendas. Like nations and regions, cities have become aware of the importance of building a convincing reputation to engage their local and global stakeholders – residents, businesses, investors, tourists, students, sports and cultural organisations. Thanks to this wide potential reach, the city brand has expanded from a mere tourism strategy into a multifaceted tool of e-governance in the hands of local administrations and their civic partners by addressing key issues such as active citizenship, social inclusion and promotion of cultural heritage and mega-events like world fairs. This global phenomenon is retraceable to the growing conventionality of representational criteria and the standardisation of digital genres in contemporary urban policy discourses, thus illustrating the constant negotiation of local governments between the civic and the managerial.
No
English
Basingstoke
Palgrave Macmillan
gen-2015
162
9781137387950
9781137387967
city branding; cultural heritage; digital inclusion; Discourse Analysis, expos, new media, social semiotics, storytelling
Settore L-LIN/12 - Lingua e Traduzione - Lingua Inglese
Monografia
Esperti anonimi
Volume a diffusione internazionale
Ricerca applicata
Pubblicazione scientifica
Aderisco
1
City branding and new media: linguistic perspectives, discursive strategies and multimodality / M.C. Paganoni. - Basingstoke : Palgrave Macmillan, 2015 Jan. - ISBN 9781137387950. (PALGRAVE PIVOT) [10.1057/9781137387967]
276
Prodotti della ricerca::05 - Volume
M.C. Paganoni
reserved
Book (author)
info:eu-repo/semantics/book
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/262081
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