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A platform for research: civil engineering, architecture and urbanism
Visual Narratives for Local Development. Uderstanding Local Restoration through Local Place Branding: an Italian Case
Place Branding is a theoretical, economic and public policies that needed many years to be gradually acknowledged and told apart by Place Marketing. The academics that dealt with the production and distribution of the places’ image, as matter of fact, often did it with a marketing-oriented approach, trying to measure how and many tourists, investors and new inhabitants were attracted by specific communications campaigns. Over the course of time, however, Place Branding has been increasingly identified as a more complex and multidimensional theme. By the end of this point of view changing process, Place Branding was not only and independent matter of study, but also was comprehending Place Marketing as an ancillary component. The Place Branding, indeed, has been described, during the last fifteen years, as a territorial government tool, even worthy to have specific institutional structures, too. “Participatory Place Branding” and “Public Branding” theories, at last, describe Place Branding also in its most social aspects and contemplate the need of participation during the local image management processes. Place Branding, in conclusion, can be now considered an independent matter of study and policies, which needs to develop new strategies to involve all the stakeholders in the local promotion process. The emancipation of Place Branding, however, still requires to overcome the common prejudice that links it to the commodification of spaces, which pushes some disciplines not to consider it an interesting study object in local development studies. To do so, it is necessary to address more precisely how the narratives about a place influence its development and to understand how the local development dimensions interact with the actions related to local Place Branding. This article wants to contribute to expand the knowledge about the connection between Place Branding and local development. It will try to do so using a still under-exploited methodology for this kind of studies, that is the visual content analysis as ...
Visual Narratives for Local Development. Uderstanding Local Restoration through Local Place Branding: an Italian Case
Place Branding is a theoretical, economic and public policies that needed many years to be gradually acknowledged and told apart by Place Marketing. The academics that dealt with the production and distribution of the places’ image, as matter of fact, often did it with a marketing-oriented approach, trying to measure how and many tourists, investors and new inhabitants were attracted by specific communications campaigns. Over the course of time, however, Place Branding has been increasingly identified as a more complex and multidimensional theme. By the end of this point of view changing process, Place Branding was not only and independent matter of study, but also was comprehending Place Marketing as an ancillary component. The Place Branding, indeed, has been described, during the last fifteen years, as a territorial government tool, even worthy to have specific institutional structures, too. “Participatory Place Branding” and “Public Branding” theories, at last, describe Place Branding also in its most social aspects and contemplate the need of participation during the local image management processes. Place Branding, in conclusion, can be now considered an independent matter of study and policies, which needs to develop new strategies to involve all the stakeholders in the local promotion process. The emancipation of Place Branding, however, still requires to overcome the common prejudice that links it to the commodification of spaces, which pushes some disciplines not to consider it an interesting study object in local development studies. To do so, it is necessary to address more precisely how the narratives about a place influence its development and to understand how the local development dimensions interact with the actions related to local Place Branding. This article wants to contribute to expand the knowledge about the connection between Place Branding and local development. It will try to do so using a still under-exploited methodology for this kind of studies, that is the visual content analysis as ...
Visual Narratives for Local Development. Uderstanding Local Restoration through Local Place Branding: an Italian Case
De Salvo, Paola (author) / Pizzi, Marco (author)
2022-12-23
doi:10.6093/2723-9608/9010
Fuori Luogo. Rivista di Sociologia del Territorio, Turismo, Tecnologia; Vol 13 No 3 (2022): Fuori Luogo Rivista di Sociologia del Territorio, Turismo, Tecnologia - Special Issue Place Branding; 130-142 ; Fuori Luogo. Rivista di Sociologia del Territorio, Turismo, Tecnologia; V. 13 N. 3 (2022): Fuori Luogo Rivista di Sociologia del Territorio, Turismo, Tecnologia - Special Issue Place Branding; 130-142 ; 2723-9608 ; 2532-750X ; 10.6093/2723-9608/2022/3
Article (Journal)
Electronic Resource
English
DDC:
710
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