This study draws from an interpretation of scale as a social construct to elaborate on a different understanding of scalar relations in place branding. Far from being separate branding processes in which each occurs within a clear set of scale boundaries, city, regional, country and supra-national branding actually converge in a complex mechanism of intertwined practices and discourses. By reporting evidence from a case study about the celebration of the 150th anniversary of Italian unification, this paper shows a two-fold relationship between scale and place branding. On the one hand, actors employ labels indicating scalar relations, owing to the fact that they draw from scale as a context which provides them with constraints and opportunities. On the other hand, scale is not a structure of ontologically-given contexts, but it is rather the outcome of an ongoing process of interaction among stakeholders through which scalar relations are reproduced, nurtured and even changed.

Branding nested places: the 150th anniversary of Italian unification in Turin

Giovanardi Massimo
2013

Abstract

This study draws from an interpretation of scale as a social construct to elaborate on a different understanding of scalar relations in place branding. Far from being separate branding processes in which each occurs within a clear set of scale boundaries, city, regional, country and supra-national branding actually converge in a complex mechanism of intertwined practices and discourses. By reporting evidence from a case study about the celebration of the 150th anniversary of Italian unification, this paper shows a two-fold relationship between scale and place branding. On the one hand, actors employ labels indicating scalar relations, owing to the fact that they draw from scale as a context which provides them with constraints and opportunities. On the other hand, scale is not a structure of ontologically-given contexts, but it is rather the outcome of an ongoing process of interaction among stakeholders through which scalar relations are reproduced, nurtured and even changed.
2013
The Business of Places: Critical, Practical and Pragmatic Perspectives
95
106
Giovanardi Massimo
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/670120
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