TY - GEN

T1 - Imperatives of the Fast and Slow Worlds in Strategic Communications of the Territory

AU - Taranova, Yuliya V.

AU - Gavra, Dmitrii P.

N1 - Conference code: 5

PY - 2021/4/14

Y1 - 2021/4/14

N2 - The article is devoted to the interaction of imperatives and technologies of the "fast"and "slow"worlds in relation to the task of managing strategic communications of cities and regions.Fast worlds create technological platforms for self-organization of distributed cognitive and emotional experience gained by digital stakeholders during interaction with a territory. On the other hand, strategic meaning-making for the formation or revitalization of a place brand continues to be the prerogative of the "slow world". The vectors of "long history", traditional culture, architecture, landscapes, etc. work here. The article discusses the communication trends of territories arising in the zones of interference of fast and slow flows of place marketing.In the article the authors present their vision of the current state of the theory of place branding and image-making, based on the analysis of the works of foreign and Russian researchers (S. Anholt, D. Vizgalov, D. Houghton, A. Stevens, M. Kavaratzis, S. Van Gelder, etc.).The article considers the dialectics of the so-called "fast"and "slow worlds"technologies in the sphere of place branding and shows the main directions of theoretical understanding of the changes taking place in this sphere.An approach to the understanding of territorial stakeholders of both fast and slow worlds is substantiated. In this role are active groups of people who have the potential to be included in the communication on the construction of the place brand. And also an attempt is made to differentiate communications with different groups of audiences in the contemporary context and taking into account current trends.

AB - The article is devoted to the interaction of imperatives and technologies of the "fast"and "slow"worlds in relation to the task of managing strategic communications of cities and regions.Fast worlds create technological platforms for self-organization of distributed cognitive and emotional experience gained by digital stakeholders during interaction with a territory. On the other hand, strategic meaning-making for the formation or revitalization of a place brand continues to be the prerogative of the "slow world". The vectors of "long history", traditional culture, architecture, landscapes, etc. work here. The article discusses the communication trends of territories arising in the zones of interference of fast and slow flows of place marketing.In the article the authors present their vision of the current state of the theory of place branding and image-making, based on the analysis of the works of foreign and Russian researchers (S. Anholt, D. Vizgalov, D. Houghton, A. Stevens, M. Kavaratzis, S. Van Gelder, etc.).The article considers the dialectics of the so-called "fast"and "slow worlds"technologies in the sphere of place branding and shows the main directions of theoretical understanding of the changes taking place in this sphere.An approach to the understanding of territorial stakeholders of both fast and slow worlds is substantiated. In this role are active groups of people who have the potential to be included in the communication on the construction of the place brand. And also an attempt is made to differentiate communications with different groups of audiences in the contemporary context and taking into account current trends.

KW - digital communications

KW - fast world

KW - place marketing and branding

KW - region

KW - slow world

KW - strategic communications of the city

KW - territory

UR - http://www.scopus.com/inward/record.url?scp=85105984823&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/b472ee2d-77c6-31da-94e3-41fea4fe5daf/

U2 - 10.1109/comsds52473.2021.9422883

DO - 10.1109/comsds52473.2021.9422883

M3 - Conference contribution

AN - SCOPUS:85105984823

SN - 9780738145297

T3 - Proceedings of the 2021 Communication Strategies in Digital Society Seminar, ComSDS 2021

SP - 118

EP - 121

BT - Proceedings of the 2021 Communication Strategies in Digital Society Seminar, ComSDS 2021

A2 - Shaposhnikov, S.

A2 - Sharakhina, L.

PB - Institute of Electrical and Electronics Engineers Inc.

T2 - COMMUNICATION STRATEGIES IN DIGITAL SOCIETY (2021 ComSDS)

Y2 - 14 April 2021 through 14 April 2021

ER -