City branding and the theory of social representation

City branding and the theory of social representation

City branding has as its objective to create an appealing image for tourists and investors, as well as strengthen local identity of local residents. These goals are achieved through the management and communication of the city’s image. However, the city’s image is a complex and multifaceted phenomen...

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ग्रंथसूची विवरण
मुख्य लेखक: Castillo-Villar, Fernando Rey
स्वरूप: Online
भाषा:eng
प्रकाशित: Universidad Nacional de Colombia - Sede Bogotá - Facultad de Artes - Instituto de Investigaciones Hábitat, Ciudad & Territorio 2018
ऑनलाइन पहुंच:https://revistas.unal.edu.co/index.php/bitacora/article/view/52939
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author Castillo-Villar, Fernando Rey
spellingShingle Castillo-Villar, Fernando Rey
City branding and the theory of social representation
author_facet Castillo-Villar, Fernando Rey
author_sort Castillo-Villar, Fernando Rey
title City branding and the theory of social representation
title_short City branding and the theory of social representation
title_full City branding and the theory of social representation
title_fullStr City branding and the theory of social representation
title_full_unstemmed City branding and the theory of social representation
title_sort city branding and the theory of social representation
description City branding has as its objective to create an appealing image for tourists and investors, as well as strengthen local identity of local residents. These goals are achieved through the management and communication of the city’s image. However, the city’s image is a complex and multifaceted phenomenon that needs to be conceptualized for its proper management. The objective of this paper is to develop a theoretical analysis to understand the process of construction and communication of the city’s image. Previous research has shown that individuals form their own images of the city, but at the same time share a public image of it. On the other hand, the urban landscape design has proved to be one of the most e ective tools to design and communicate the city’s image. Here, both elements are linked through the theory of the social representation that enables to conceptualize the city’s image as a social construct. This di erent perspective of the city’s image positions local residents as the most important target audience of city branding and the urban landscape as a key element to contextualize and strengthen local identity. 
publisher Universidad Nacional de Colombia - Sede Bogotá - Facultad de Artes - Instituto de Investigaciones Hábitat, Ciudad & Territorio
publishDate 2018
url https://revistas.unal.edu.co/index.php/bitacora/article/view/52939
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spelling oai:www.revistas.unal.edu.co:article-529392019-04-08T20:40:57Z City branding and the theory of social representation Marca ciudad y la teoría de representación social Marca da cidade e da teoria da representação social Castillo-Villar, Fernando Rey city branding city’s image theory of social representation urban landscape local identity. marca ciudad imagen urbana teoría de la representación social paisaje urbano identidad local Estudios Urbanos Ciencias Sociales marca da cidade imagem da cidade teoria da representação social paisagem urbana identidade local City branding has as its objective to create an appealing image for tourists and investors, as well as strengthen local identity of local residents. These goals are achieved through the management and communication of the city’s image. However, the city’s image is a complex and multifaceted phenomenon that needs to be conceptualized for its proper management. The objective of this paper is to develop a theoretical analysis to understand the process of construction and communication of the city’s image. Previous research has shown that individuals form their own images of the city, but at the same time share a public image of it. On the other hand, the urban landscape design has proved to be one of the most e ective tools to design and communicate the city’s image. Here, both elements are linked through the theory of the social representation that enables to conceptualize the city’s image as a social construct. This di erent perspective of the city’s image positions local residents as the most important target audience of city branding and the urban landscape as a key element to contextualize and strengthen local identity.  La marca ciudad tiene como objetivo crear una imagen atractiva para turistas e inversores, así como fortalecer la identidad local de los residentes locales. Estos objetivos se logran a través de la gestión y comunicación de la imagen de la ciudad. Sin embargo, es un fenómeno complejo y multifacético que debe conceptualizarse para su gestión adecuada. El objetivo de este trabajo es realizar un análisis teórico para comprender el proceso de construcción y comunicación de la imagen de la ciudad. Investigaciones anteriores han demostrado que los individuos forman sus propias imágenes de la ciudad, pero, al mismo tiempo, comparten una imagen pública de ella. Por otro lado, el diseño del paisaje urbano se ha posicionado como una de las herramientas más efectivas para diseñar y comunicar la imagen de la ciudad. Aquí, ambos elementos están vinculados a través de la teoría de la representación social, la cual permite conceptualizar la imagen de la ciudad como una construcción social. Esta perspectiva diferente de la imagen de la ciudad posiciona a los residentes locales como el público objetivo más importante de la marca ciudad y el paisaje urbano como un elemento clave para contextualizar y fortalecer la identidad local.  A marca da cidade tem como objetivo criar uma imagem atraente para turistas e investidores, bem como fortalecer a identidade local dos moradores locais. Esses objetivos são alcançados através da gestão e comunicação da imagem de uma cidade. No entanto, a imagem da cidade é um fenômeno complexo e multifacetado que precisa ser conceitualizado para sua adequada gestão. O objetivo deste trabalho é realizar uma análise teórica para entender o processo de construção e comunicação da imagem da cidade. Pesquisas anteriores mostraram que os indivíduos formam suas próprias imagens da cidade, mas, ao mesmo tempo, compartilham uma imagem pública dela. Por outro lado, o design da paisagem urbana provou ser uma das ferramentas mais e cazes para projetar e comunicar a imagem da cidade. Aqui, ambos os elementos estão ligados através da teoria da representação social, a partir da qual é possível conceituar a imagem da cidade como uma construção social. 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