Imaginary territory: from local identity to brand. Collection of articles
Imaginary territory: from local identity to brand. Collection of articles
Book Description
In the late 1990s and early 2000s, the reproduction of new meanings, texts and practices began in Russia, linking the area with certain symbols, goods and services and placing the city, village, village, region in historical, ritual, folklore and quasi-folklore contexts. The promotion of territories using local symbols in the domestic and foreign markets is carried out both by the local administration and by communities that do not have an administrative resource. To denote the processes of reproduction of territorial meanings, sociologists, anthropologists and folklorists use the concept of "branding", borrowed from the field of marketing, where it is used to identify a certain product, denote its consumer properties and image as a whole. The publication presents articles devoted to the problems of translation, replication and generation of visual and verbal texts that support the regeneration, acquisition, invention and reinvention of memory about local history and culture. For specialists in the field of urban anthropology, urban sociology, cultural studies, folklore studies, marketing, PR technologies, tourism and a wide range of readers.
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