Nizhny Novgorod-Gorky-Nizhny Novgorod: communicative and socio-constructivist aspects of territory branding

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Distribution of such expressions as" image of the city"," reputation of the region", etc., confirms that cities and territories have become objects of communicative management. Branding of territories is one of the manifestations of this process, which reaches the maximum intensity in connection with the spread of electronic media

Modern branding acts as a set of practices, the content of which is determined, in our opinion, by the main aspects of brand definition: object, socio-structural, behavioral and cognitive. For each aspect is meant structuring, which is the content of communication management

It is important to take into account that three types of interrelated objects are involved in the process of territory branding. First, it is the natural-activity objectivity of the territory itself; second, the objectivity is symbolic; third, the objectivity of the media. Nizhny Novgorod-Gorky-Nizhny Novgorod is not just a change of settlement names, but also a symbolic marking of the change of epochs. 1221-1932, 1932-1990 and 1990 and again beginning unequal historical periods, covering the changes to all three "objectivity".

Thus, the natural-activity objectivity of the territory is presented as a geographical environment and its development in human social activities. Cities and regions are developing in the context of the General evolution of Russian spaces

The acceleration of historical time in our example is clearly seen in connection with the modernization processes, i.e. with the inclusion of the region and its Central city in the processes of the first, second, third and now fourth waves of industrial (scientific and technical) revolution.

Symbolic objectivity may be disclosed as a set of cultural elements, systems and configurations (in the terminology by P. Sztompka). In relation to the natural activity content it is a representation of the first level.

Media objectivity, especially in its digital embodiment, is presented as a sphere of communication, where cultural codes are operated. This is a representation of the second level, the importance of which is determined by the increasing selectivity towards the object of representation, the increasing role of "opinion leaders" and, as a consequence, the strengthening of the "constructivist" content of communication.
Those who develop and implement the technology of branding areas should take into account that the relationship of specific subjects involved in the communication process, strengthens the socio-constructivist trends, with all the ensuing opportunities and threats.

Key words: territory, branding, social communication, social constructivism.

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