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The Distorted Communication of a City

Hallén, Mattias LU (2018) SKOM12 20181
Department of Strategic Communication
Abstract
This study argues that there is a problem in previous literature regarding theunderstanding of value in city brand communication. Value construction has been overemphasized, at the expenses of value destruction, which is problematic because there is a mutual relationship between value construction and destruction. City brand communication is distorted, and therefore, groups are excluded when intending to create value, which leads to value being destroyed as well. Thus, the aim of the study is to
examine the mutual relationship between the value construction and destruction in the brand communication of three Swedish post-industrial cities. It will examine this by interviewing city strategists and tourism executives as well as through a... (More)
This study argues that there is a problem in previous literature regarding theunderstanding of value in city brand communication. Value construction has been overemphasized, at the expenses of value destruction, which is problematic because there is a mutual relationship between value construction and destruction. City brand communication is distorted, and therefore, groups are excluded when intending to create value, which leads to value being destroyed as well. Thus, the aim of the study is to
examine the mutual relationship between the value construction and destruction in the brand communication of three Swedish post-industrial cities. It will examine this by interviewing city strategists and tourism executives as well as through a document study of brand platforms, policy documents, websites and tourist brochures. The value construction and destruction is identified using a theoretical framework of looking at
how humans make meaning of the world - through distinctive worlds of justification - as well as how people exclude opinions - through micro-practices of discursive closure.

The analysis is conducted using seven analytical categories, helping to understand the data and to draw conclusions more in-depth. The results demonstrate that the intended value construction of city brand communication simultaneously destroy the same values. The study shows that cities need to develop communicative skills in how to minimise the exclusion of specific groups. There are wider societal implications to
democracy when the city brand as a social actor undermines the complexity of the brand communication by excluding groups or opinions. Furthermore, it contributes to previous research by showing that there is a mutual relationship between value construction and destruction, and cities need to address this in order to succeed with their brand communication. (Less)
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author
Hallén, Mattias LU
supervisor
organization
alternative title
Examining the mutual relationship between value construction and value destruction in post-industrial cities’ brand communication
course
SKOM12 20181
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Place branding, city branding, value construction, value destruction, entrepreneurialism, discursive closure, justification logics, strategic communication, post-industrial city
language
English
id
8955035
date added to LUP
2018-08-25 21:46:47
date last changed
2018-08-25 21:46:47
@misc{8955035,
  abstract     = {This study argues that there is a problem in previous literature regarding theunderstanding of value in city brand communication. Value construction has been overemphasized, at the expenses of value destruction, which is problematic because there is a mutual relationship between value construction and destruction. City brand communication is distorted, and therefore, groups are excluded when intending to create value, which leads to value being destroyed as well. Thus, the aim of the study is to
examine the mutual relationship between the value construction and destruction in the brand communication of three Swedish post-industrial cities. It will examine this by interviewing city strategists and tourism executives as well as through a document study of brand platforms, policy documents, websites and tourist brochures. The value construction and destruction is identified using a theoretical framework of looking at
how humans make meaning of the world - through distinctive worlds of justification - as well as how people exclude opinions - through micro-practices of discursive closure.

The analysis is conducted using seven analytical categories, helping to understand the data and to draw conclusions more in-depth. The results demonstrate that the intended value construction of city brand communication simultaneously destroy the same values. The study shows that cities need to develop communicative skills in how to minimise the exclusion of specific groups. There are wider societal implications to
democracy when the city brand as a social actor undermines the complexity of the brand communication by excluding groups or opinions. Furthermore, it contributes to previous research by showing that there is a mutual relationship between value construction and destruction, and cities need to address this in order to succeed with their brand communication.},
  author       = {Hallén, Mattias},
  keyword      = {Place branding,city branding,value construction,value destruction,entrepreneurialism,discursive closure,justification logics,strategic communication,post-industrial city},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Distorted Communication of a City},
  year         = {2018},
}