Doctor of Sociology, Professor, Head of the Department of Public Relations in Business, Higher School of Journalism and Mass Communications, St. Petersburg State University, Russia. Dr. Gavra is a communication theorist and practitioner, creator of the Institutional Theory of Public Opinion; leader of the research project “External Image of the Country in Global Information Environment”, studies the role of creative clusters in city branding.
TOPIС OF THE REPORT:
New power relations in the digital attention economy as a challenge to the place brand management
The presentation examines the factors changing the global paradigm of competition between territories and cities in an information-networked society. Three groups of factors are determined. First, the transformation of the global paradigm of civilization confrontation. Secondly, glocalization in all the many-valued inconsistencies of this process. And finally, thirdly, this is the digital-interactive revolution and the social Web generated by it. A characteristic of each of the factors is given. Author stresses the importance of the practical component of territorial administrations activities on the integration of multicultural communities into the social and cultural environment of megacities. 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 territory. A structural model of new power digital actors for a megacity / region is proposed. These include 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.
Key words: place branding, city marketing, communicative logistics, critical Internet studies, political elite, digital elite, digital society, attention economy.