New power relations in the digital attention economy as a challenge to place and city branding

Research output

Abstract

The paper examines the factors changing the global paradigm of competition between places and cities in the information and networked society. Three groups of factors are determined: (1) the transformation of the global paradigm of civilization confrontation, (2) glocalization in all many-valued inconsistencies
of this process, and finally (3) the digital-interactive revolution and the Web-generated social. The second part of the presentation is devoted to the challenges posed by the digital transformation of social structures for place marketing and city branding. Based on the concepts of economics of attention and critical digitalism, the author shows how the network environment changes the communicative practices of the place. A structural model of new power digital actors for a megacity / region is proposed. This includes traffic monopolists, network elites and network brands. The possible directions of communication logistics of a place in interrelation with these actors of network power practices are shown.
Translated title of the contributionНовые отношения власти в цифровой экономике внимания как вызов для брендинга территорий и городов
Original languageEnglish
Title of host publicationConnect-Universum – 2018
Subtitle of host publicationсборник материалов IV Международной трансдисциплинарной научно-практической WEB-конференции
Place of PublicationТомск
PublisherНациональный исследовательский Томский государственный университет
Pages79-84
ISBN (Print)978-5-94621-859-7
Publication statusPublished - Nov 2019
EventЧетвертая Международная трансдисциплинарная научно-практическая WEB-конференция
«Connect-Universum - 2018»: «Цифровой бренд-менеджмент территорий: глобальный и локальный аспекты»
- Томский государственный университет, Томск
Duration: 29 Nov 201830 Nov 2018
Conference number: 4
http://connect-universum.tsu.ru/blog/news_ru/1242.html

Conference

ConferenceЧетвертая Международная трансдисциплинарная научно-практическая WEB-конференция
«Connect-Universum - 2018»
CountryRussian Federation
CityТомск
Period29/11/1830/11/18
Internet address

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  • Cite this

    Gavra, D. P. (2019). New power relations in the digital attention economy as a challenge to place and city branding. In Connect-Universum – 2018: сборник материалов IV Международной трансдисциплинарной научно-практической WEB-конференции (pp. 79-84). Национальный исследовательский Томский государственный университет.