Today, we head to Milano in the North of Italy, where Maria Cristina Paganoni has been researching how new media is used in city branding – with key insights now published in City Branding and New Media by Palgrave Macmillan.
- Why city branding should focus on heritage and transmedia storytelling;
- The role mega-events, like World Expos, play in city branding;
- Why local governments should pay attention to how they build their online identities, and why citizen feedback should be taken seriously;
- How new media can favor emerging forms of ‘participatory and embodied appropriation’ of place;
- Why local creativity should become a central part of the place brand;
- How local municipal governments use new media in their communication agendas.
Cristina, what stirred your interest in place branding?
My interest in place branding stems from a number of personal and professional factors. At a personal level I love travelling and writing about it, but I also like discovering ‘familiar’ places. As they keep changing, places require constant monitoring and interpretation. Besides, the interaction between people and place is fascinating.
At a professional level, as an academic specialised in discourse analysis, multimodality and web-mediated communication, I find the convergence between place branding and new media a rewarding field of research, and one with a relevant social focus.
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