Kramfors och kampen om livskvaliteten - En diskursanalytisk studie av kommunens marknadsföring
(2008)Department of Political Science
- Abstract
- In the era of urbanization and globalization, many small, rural and post-industrial
cities struggle for growth. The competition for citizens and visitors is intense, and
one commonly used strategy is to promote the city to a target audience. Place
marketing, however, is homogenized to a great extent. Marketing thus seems like
a useless approach, yet almost every city does it.
By using discourse analysis and institutional theory, this essay aims to explain
why the city of Kramfors markets itself. There are several problems arising due to
the marketing of places, especially concerning the discrepancy between the city?s
image and identity. The study is primarily based on interviews with politicians
and public servants in Kramfors.... (More) - In the era of urbanization and globalization, many small, rural and post-industrial
cities struggle for growth. The competition for citizens and visitors is intense, and
one commonly used strategy is to promote the city to a target audience. Place
marketing, however, is homogenized to a great extent. Marketing thus seems like
a useless approach, yet almost every city does it.
By using discourse analysis and institutional theory, this essay aims to explain
why the city of Kramfors markets itself. There are several problems arising due to
the marketing of places, especially concerning the discrepancy between the city?s
image and identity. The study is primarily based on interviews with politicians
and public servants in Kramfors. The purpose is twofold: to find out how
decisions to use place marketing are motivated, and to explore how ideas and
practices about place marketing travel to and from organizations, such as a
municipality. Furthermore, the study contains an examination of marketing
material from Kramfors and 21 other Swedish municipalities. The promoted
images show a far-reaching similarity. Based on the results from the interviews,
politicians and public servants seem to feel they have no alternative but to
promote their city. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1317354
- author
- Högström, Karin
- supervisor
- organization
- year
- 2008
- type
- M2 - Bachelor Degree
- subject
- keywords
- place marketing, discourse, Kramfors, identity, new institutionalism, Political and administrative sciences, Statsvetenskap, förvaltningskunskap
- language
- Swedish
- id
- 1317354
- date added to LUP
- 2008-06-16 00:00:00
- date last changed
- 2008-06-16 00:00:00
@misc{1317354,
abstract = {{In the era of urbanization and globalization, many small, rural and post-industrial
cities struggle for growth. The competition for citizens and visitors is intense, and
one commonly used strategy is to promote the city to a target audience. Place
marketing, however, is homogenized to a great extent. Marketing thus seems like
a useless approach, yet almost every city does it.
By using discourse analysis and institutional theory, this essay aims to explain
why the city of Kramfors markets itself. There are several problems arising due to
the marketing of places, especially concerning the discrepancy between the city?s
image and identity. The study is primarily based on interviews with politicians
and public servants in Kramfors. The purpose is twofold: to find out how
decisions to use place marketing are motivated, and to explore how ideas and
practices about place marketing travel to and from organizations, such as a
municipality. Furthermore, the study contains an examination of marketing
material from Kramfors and 21 other Swedish municipalities. The promoted
images show a far-reaching similarity. Based on the results from the interviews,
politicians and public servants seem to feel they have no alternative but to
promote their city.}},
author = {{Högström, Karin}},
language = {{swe}},
note = {{Student Paper}},
title = {{Kramfors och kampen om livskvaliteten - En diskursanalytisk studie av kommunens marknadsföring}},
year = {{2008}},
}