| Autor: |
Jasper Falkheimer |
| Jazyk: |
English<br />Spanish; Castilian<br />French<br />Portuguese |
| Rok vydání: |
2014 |
| Předmět: |
|
| Zdroj: |
Revista Internacional de Relaciones Públicas, Vol 4, Iss 8, Pp 27-42 (2014) |
| Druh dokumentu: |
article |
| ISSN: |
2174-3681 |
| DOI: |
10.5783/RIRP-8-2014-03-27-42 |
| Popis: |
Purpose: The aim is firstly to to present a conceptual discussion about the relationship between media strategies and place branding, media effects and relations between sources and journalists. Second, based on a case study of the European transnational Öresund region (Danish-Swedish) the aim is to describe and analyze a contemporary agenda-building, media service-oriented place branding strategy. Method: The empirical case consists of a descriptive study of Öresund Media Platform, an EU Interreg project (2012-2014). A content analysis of how the news press in the Öresund Region has reported on Öresund place issues 2002-2012 is presented. Findings: Earlier research questions direct media effects and describes the relationship between organizations and media as a power struggle. The interactive and digital media development in combination with changing relations between sources and journalists has created a new media landscape. Uni-directional media strategies may still be relevant, but strategies adapted to the contemporary organizational processes of media organizations are becoming more relevant. The media-service approach, focusing agenda-building using semi-independent news agencies is an example of a new branding media strategy. Originality/Value: This paper is as an example of a public relations and media studies approach to place branding. The case study describes an innovative city and place branding strategy, founded in the contemporary media development in a transnational European region. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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