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Kramfors och kampen om livskvaliteten - En diskursanalytisk studie av kommunens marknadsföring

Högström, Karin (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:
author
Högström, Karin
supervisor
organization
year
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
date last changed
2008-06-16
@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},
  keyword      = {place marketing,discourse,Kramfors,identity,new institutionalism,Political and administrative sciences,Statsvetenskap, förvaltningskunskap},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kramfors och kampen om livskvaliteten - En diskursanalytisk studie av kommunens marknadsföring},
  year         = {2008},
}