Place Brand Communication as Governmentality: Governing through Branding in the Post-industrial city.
(2015) SKOM12 20151Department of Strategic Communication
- Abstract
- This study argues a problem in the place brand communication field’s focus on its practicality as a management strategy, regarding it as a neutral activity overlooking the political decisions behind and its consequences. The purpose of this study is suggesting a solution by approaching with a governmentality perspective. The method of discourse analysis has been used studying the city brand communication in Stockholm and Malmö through observations, interviews and documents. This study contributes to the previous research by showing that:
1) City brand communication seeks to govern by producing perceptions of an economic focus as a natural development, that the city has one true essence which should be communicated with one voice, and... (More) - This study argues a problem in the place brand communication field’s focus on its practicality as a management strategy, regarding it as a neutral activity overlooking the political decisions behind and its consequences. The purpose of this study is suggesting a solution by approaching with a governmentality perspective. The method of discourse analysis has been used studying the city brand communication in Stockholm and Malmö through observations, interviews and documents. This study contributes to the previous research by showing that:
1) City brand communication seeks to govern by producing perceptions of an economic focus as a natural development, that the city has one true essence which should be communicated with one voice, and that the city is open.
2) It seeks to govern through the creative entrepreneurial – and growth discourses, promoting ideals of creativity, innovation, entrepreneurship, based on a rationality of freedom.
3) We become creative entrepreneurs.
4) We are governed because individuals become winners in society while government maintains a social system designed to exploit the creative entrepreneurs for successful economic outcome. (Less) - Popular Abstract (Swedish)
- Studien problematiserar det akademiska fältet kring kommunikation av platsvarumärke. Fältet har fokus på praktikalitet och ser fenomenet som en neutral aktivitet vilket förbiser bakomliggande politiska beslut och konsekvenser. Syftet med studien är att lösa detta genom att närma sig ämnet med ett perspektiv influerat av Foucaults koncept ”governmentality”. Genom diskursanalys studeras kommunikationen kring varumärkning av städerna Stockholm och Malmö. Studien bidrar till tidigare forskning genom att visa:
1) Kommunikationen kring stadens varumärke syftar till att styra uppfattningar om 1) ekonomisk fokus är naturlig utveckling, 2) staden har en sann essens som ska kommuniceras med en röst, 3) staden är öppen.
2) Den syftar till att... (More) - Studien problematiserar det akademiska fältet kring kommunikation av platsvarumärke. Fältet har fokus på praktikalitet och ser fenomenet som en neutral aktivitet vilket förbiser bakomliggande politiska beslut och konsekvenser. Syftet med studien är att lösa detta genom att närma sig ämnet med ett perspektiv influerat av Foucaults koncept ”governmentality”. Genom diskursanalys studeras kommunikationen kring varumärkning av städerna Stockholm och Malmö. Studien bidrar till tidigare forskning genom att visa:
1) Kommunikationen kring stadens varumärke syftar till att styra uppfattningar om 1) ekonomisk fokus är naturlig utveckling, 2) staden har en sann essens som ska kommuniceras med en röst, 3) staden är öppen.
2) Den syftar till att styra genom diskurser av kreativt entreprenörskap och tillväxt, vilka främjar idealen kreativitet, innovation, entreprenörskap, som bygger på en rationalitet av frihet.
3) Vi blir kreativa entreprenörer.
4) Vi styrs eftersom individen blir en vinnare i samhället medan styrande kan upprätthålla ett socialt system som syftar till att utnyttja den kreativa entreprenören för framgångsrikt ekonomiskt utfall. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/5463880
- author
- Lilja, Therese LU
- supervisor
- organization
- course
- SKOM12 20151
- year
- 2015
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- place branding, city branding, governmentality, strategic communication, creative class
- language
- English
- id
- 5463880
- date added to LUP
- 2015-07-29 06:59:57
- date last changed
- 2015-07-29 06:59:57
@misc{5463880,
abstract = {{This study argues a problem in the place brand communication field’s focus on its practicality as a management strategy, regarding it as a neutral activity overlooking the political decisions behind and its consequences. The purpose of this study is suggesting a solution by approaching with a governmentality perspective. The method of discourse analysis has been used studying the city brand communication in Stockholm and Malmö through observations, interviews and documents. This study contributes to the previous research by showing that:
1) City brand communication seeks to govern by producing perceptions of an economic focus as a natural development, that the city has one true essence which should be communicated with one voice, and that the city is open.
2) It seeks to govern through the creative entrepreneurial – and growth discourses, promoting ideals of creativity, innovation, entrepreneurship, based on a rationality of freedom.
3) We become creative entrepreneurs.
4) We are governed because individuals become winners in society while government maintains a social system designed to exploit the creative entrepreneurs for successful economic outcome.}},
author = {{Lilja, Therese}},
language = {{eng}},
note = {{Student Paper}},
title = {{Place Brand Communication as Governmentality: Governing through Branding in the Post-industrial city.}},
year = {{2015}},
}