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"Bärnstenskusten" : Hur Kaliningrad marknadsförs med anledning av fotbolls-VM i Ryssland 2018 och det skiftande säkerhetspolitiska läget

Svenson, Johanna LU (2018) EUHK30 20181
European Studies
Abstract (Swedish)
Föreliggande uppsats kommer att undersöka hur regionen tillika staden Kaliningrad – idag tillhörande Ryska federationen, historiskt tillhörande Ostpreussen och Tyskland – marknadsförs av fyra olika kategorier aktörer med anledning av FIFAs arrangerande av fotbolls-VM i Ryssland sommaren 2018. Främst är det staden framför regionen som kommer att undersökas. Uppsatsen ämnar med detta söka utöka förståelsen för hur städer marknadsförs med hjälp av olika strategier, begrepp, diskurser och metoder från nämnda aktörers sidor, i en kontext av extern marknadsföring med turism-industrin som målgrupp. I detta fall råder speciella omständigheter då det är Kaliningrad som skall undersökas. Dessa omständigheter tillhör det utrikespolitiska samt... (More)
Föreliggande uppsats kommer att undersöka hur regionen tillika staden Kaliningrad – idag tillhörande Ryska federationen, historiskt tillhörande Ostpreussen och Tyskland – marknadsförs av fyra olika kategorier aktörer med anledning av FIFAs arrangerande av fotbolls-VM i Ryssland sommaren 2018. Främst är det staden framför regionen som kommer att undersökas. Uppsatsen ämnar med detta söka utöka förståelsen för hur städer marknadsförs med hjälp av olika strategier, begrepp, diskurser och metoder från nämnda aktörers sidor, i en kontext av extern marknadsföring med turism-industrin som målgrupp. I detta fall råder speciella omständigheter då det är Kaliningrad som skall undersökas. Dessa omständigheter tillhör det utrikespolitiska samt säkerhetspolitiska spektrumet – ett av syftena är att se om detta på något sätt syns i marknadsföringen. Det teoretiska perspektivet vilket appliceras på undersökningen är det engelska begreppet city branding, från Keith Dinnies verk ”City branding – theory and cases”. Detta används för att belysa innebörder i de diskurser och marknadsföringsstrategier vilka undersökningen utkristalliserar vid närläsningen av analysmaterialet. Metoden som används är diskursanlays, och således skall de utkristalliserade diskurserna även analyseras. Den huvudsakliga frågeställning vilken uppsatsen söker adressera är: Hur får olika aktörer människor att åka till en region som ”egentligen” utgör en fara? Hur säljer dessa olika aktörer regionen som värd att besöka, när det säkerhetspolitiska läget säger något helt annat? Undersökningen påvisar att vissa diskurser är vanligare förekommande än andra i marknadsföringen och att det i många fall finns gemensamma nämnare mellan olika aktörer, alltså att de använder sig av samma diskurs eller samma sorts diskurs, men att de olika aktörerna oftast nischar sig på vissa sätt med hjälp av vissa uttryck eller marknadsföringsstrategier. Undersökningen påvisade också att ingen av de undersökta aktörerna nämnde något om utrikes- och säkerhetspolitiken – ens i varnande syfte – utan snarare hade som mål att på olika sätt öka turismen i området. (Less)
Abstract
This thesis will investigate how both the region but primarily the city of Kaliningrad – today belonging to the Russian federation, historically belonging to East Prussia and Germany – are branded and marketed by four different fields or categories of agents. This is done with the 2018 summer World Cup Football Games in mind, which will take place in Russia. First and foremost is to note that it mainly is the city of Kaliningrad that is subject to this investigation rather than the region with the same name. One of the thesis’ goals is to broaden the understanding of how cities are branded with the help of different strategies, concepts, discourses and methods that these agents provide. This will take place in the context of external... (More)
This thesis will investigate how both the region but primarily the city of Kaliningrad – today belonging to the Russian federation, historically belonging to East Prussia and Germany – are branded and marketed by four different fields or categories of agents. This is done with the 2018 summer World Cup Football Games in mind, which will take place in Russia. First and foremost is to note that it mainly is the city of Kaliningrad that is subject to this investigation rather than the region with the same name. One of the thesis’ goals is to broaden the understanding of how cities are branded with the help of different strategies, concepts, discourses and methods that these agents provide. This will take place in the context of external marketing with the tourism industry as target group. In this particular case of Kaliningrad, special circumstances apply. These circumstances are oriented around foreign policy and security policy, for reasons that will be presented further into the thesis. One of the purposes of the investigation is to see if there are visible traces of these problematic circumstances in the marketing provided by the agents. The theoretical perspective which is applied to the investigation is the concept of city branding from the work of Keith Dinnie: ”City branding – theory and cases”. This is used to illustrate various otherwise hidden significations of the discourses and marketing strategies which the investigation will find. The main issue or question of the thesis is as follows: How do different agents provide people with information that will make them want to visit a place that in reality might pose a threat? How do these agents ”sell” the region as worthy of a visit, when foreign policy say something completely different? The investigation demonstrates that some discourses are more common than others in the context of marketing, and that there often are common denominators between different agents which provide the information. It also proves that the different agents niche themselves with different specific marketing strategies and discourses that only they use in special circumstances. The investigation also demonstrates that none of the agents providing information about Kaliningrad mentioned anything about the foreign- or security oriented political/policy situations – not even in the context of a warning or such – but rather has as their main goal to increase the interest of tourism in the area. (Less)
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author
Svenson, Johanna LU
supervisor
organization
course
EUHK30 20181
year
type
M2 - Bachelor Degree
subject
keywords
Kaliningrad, branding, discourse analysis, tourism, international relations, europastudier, European Studies, Football, fotball
language
Swedish
id
8955447
date added to LUP
2018-09-24 10:35:48
date last changed
2018-09-24 10:35:48
@misc{8955447,
  abstract     = {This thesis will investigate how both the region but primarily the city of Kaliningrad – today belonging to the Russian federation, historically belonging to East Prussia and Germany – are branded and marketed by four different fields or categories of agents. This is done with the 2018 summer World Cup Football Games in mind, which will take place in Russia. First and foremost is to note that it mainly is the city of Kaliningrad that is subject to this investigation rather than the region with the same name. One of the thesis’ goals is to broaden the understanding of how cities are branded with the help of different strategies, concepts, discourses and methods that these agents provide. This will take place in the context of external marketing with the tourism industry as target group. In this particular case of Kaliningrad, special circumstances apply. These circumstances are oriented around foreign policy and security policy, for reasons that will be presented further into the thesis. One of the purposes of the investigation is to see if there are visible traces of these problematic circumstances in the marketing provided by the agents. The theoretical perspective which is applied to the investigation is the concept of city branding from the work of Keith Dinnie: ”City branding – theory and cases”. This is used to illustrate various otherwise hidden significations of the discourses and marketing strategies which the investigation will find. The main issue or question of the thesis is as follows: How do different agents provide people with information that will make them want to visit a place that in reality might pose a threat? How do these agents ”sell” the region as worthy of a visit, when foreign policy say something completely different? The investigation demonstrates that some discourses are more common than others in the context of marketing, and that there often are common denominators between different agents which provide the information. It also proves that the different agents niche themselves with different specific marketing strategies and discourses that only they use in special circumstances. The investigation also demonstrates that none of the agents providing information about Kaliningrad mentioned anything about the foreign- or security oriented political/policy situations – not even in the context of a warning or such – but rather has as their main goal to increase the interest of tourism in the area.},
  author       = {Svenson, Johanna},
  keyword      = {Kaliningrad,branding,discourse analysis,tourism,international relations,europastudier,European Studies,Football,fotball},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Bärnstenskusten" : Hur Kaliningrad marknadsförs med anledning av fotbolls-VM i Ryssland 2018 och det skiftande säkerhetspolitiska läget},
  year         = {2018},
}