Synopses & Reviews
Like nations and regions, cities have become aware of the importance of building a convincing reputation to engage their local and global stakeholders - residents, businesses, investors, tourists, students, sports and cultural organisations. Thanks to this wide potential reach, the city brand has expanded from a mere tourism strategy into a multifaceted tool of e-governance in the hands of local administrations and their civic partners by addressing key issues such as active citizenship, social inclusion and promotion of cultural heritage and mega-events like world fairs. This book explores city branding in the public sector from a privileged linguistic, discursive and semiotic perspective, analysing how local municipal governments use new media in their communication agendas.
Synopsis
This book explores city branding in the public sector as an aspect of e-governance from a privileged linguistic, discursive and semiotic perspective. It analyses how local administrations and public bodies engage their stakeholders by addressing key issues such as active citizenship, social inclusion and promotion of cultural heritage and events.
About the Author
Maria Cristina Paganoni is a tenured researcher in English Language and Translation at the University of Milan, Italy. Her current research focuses on web-mediated communication and the branding of cities and heritage, drawing on discourse analysis, multimodal analysis and social semiotics. She has authored several contributions on these topics in books and peer-reviewed journals.
Table of Contents
Introduction
1. City Websites as a Multimodal Genre
2. E-Governance on the Web: Linguistic Strategies
3. Branding Heritage, Digital Genres, Transmedia Storytelling
4. Expos and the Rhetoric of Sustainability