A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
City Branding and Place Branding in the Metaverse: How Real Cities Build their Virtual Image and How Virtual Cities Do It
Although the concept of the Metaverse dates back to the end of the 20th century and the first open platforms to the first decade of the 21st century with cases such as Second Life or Roblox, today it has gained much celebrity and transcended the media because of the structural changes of the now-defunct Facebook Corporation (now "Meta"), as well as Epic Games, parents of the popular Fortnite. It is worth mentioning that the remarkable evolution of connections, mobile technologies, and greater digital literacy on a global scale has made this type of initiative more relevant today. The technological field has expressed its intention to move towards the development of virtual spaces that serve as a social, productive, and recreational extension of individuals, considering three fundamental elements: interactivity, corporeality, and persistence. The initiatives are being very diverse, posing an important range of categories and options from closed environments, directly controlled by companies (as is the case today with the most popular social networks) to other decentralized and more open ones based on the block chain. Regardless of their quality or category, these metaverses propose, as they have been doing since the first decade of the 21st century, a privileged space for creativity and contact with new user segments, but, above all, for the evolution of dialogues in digital environments. Since the early days of Second Life, it has been possible to see how brands, companies, institutions, and professionals of all kinds have carried out projects in which they have not only transferred real-life experiences but have raised others natively in these virtual scenarios, thus reaffirming an innovative attitude. Like these actors, cities have expressed their intention to continue pushing and advancing in their public diplomacy processes by entering these platforms through functional replicas, where individuals not only relate to each other but can learn more about these cities, get in touch with them, with their services ...
City Branding and Place Branding in the Metaverse: How Real Cities Build their Virtual Image and How Virtual Cities Do It
Although the concept of the Metaverse dates back to the end of the 20th century and the first open platforms to the first decade of the 21st century with cases such as Second Life or Roblox, today it has gained much celebrity and transcended the media because of the structural changes of the now-defunct Facebook Corporation (now "Meta"), as well as Epic Games, parents of the popular Fortnite. It is worth mentioning that the remarkable evolution of connections, mobile technologies, and greater digital literacy on a global scale has made this type of initiative more relevant today. The technological field has expressed its intention to move towards the development of virtual spaces that serve as a social, productive, and recreational extension of individuals, considering three fundamental elements: interactivity, corporeality, and persistence. The initiatives are being very diverse, posing an important range of categories and options from closed environments, directly controlled by companies (as is the case today with the most popular social networks) to other decentralized and more open ones based on the block chain. Regardless of their quality or category, these metaverses propose, as they have been doing since the first decade of the 21st century, a privileged space for creativity and contact with new user segments, but, above all, for the evolution of dialogues in digital environments. Since the early days of Second Life, it has been possible to see how brands, companies, institutions, and professionals of all kinds have carried out projects in which they have not only transferred real-life experiences but have raised others natively in these virtual scenarios, thus reaffirming an innovative attitude. Like these actors, cities have expressed their intention to continue pushing and advancing in their public diplomacy processes by entering these platforms through functional replicas, where individuals not only relate to each other but can learn more about these cities, get in touch with them, with their services ...
City Branding and Place Branding in the Metaverse: How Real Cities Build their Virtual Image and How Virtual Cities Do It
Sidorenko Bautista, Pavel (author)
2022-12-23
doi:10.6093/2723-9608/9200
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; 16-32 ; 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; 16-32 ; 2723-9608 ; 2532-750X ; 10.6093/2723-9608/2022/3
Article (Journal)
Electronic Resource
English
DDC:
710
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